Why are TikTok creators so good at making people buy things?
为什么 TikTok 创作者如此擅长让人们买东西？
Increasingly, consumers are turning to social media to discover products, spending money based on the recommendations of both high-profile influencers and casual creators alike.
越来越多的消费者转而在社交媒体上发掘产品，并根据推荐消费，其中有高调网红的推荐，也有来自普通用户的。
加入会员可查看
Yet there's more than a user's good endorsement that drives the instinct to purchase. A delicate psychological relationship with the face on the screen as well as the underlying mechanisms of TikTok both play major roles in moving users to buy something they see in their feeds.
然而，促使消费者产生购买冲动的不仅仅是某个用户出彩的种草。与屏幕中面孔之间微妙的心理连接以及 TikTok 的底层机制都是促使用户购买推送中出现的商品的重要原因。
加入会员可查看
Source credibility
来源可信度
加入会员可查看
There are a few elements that move users to hop onto creators' endorsements. At the core of this is "source credibility". People are likely to be moved to buy the products on screen if they perceive a creator as competent and credible.
有几个因素会让用户对创作者的种草“买账”，其核心就是“来源可信度”。如果人们认为创作者可靠、可信，那他们就有可能购买（同时出现在）屏幕中的产品。
加入会员可查看
Video posts with both action and verbal cues — especially the demonstrations and transformations in TikTok videos, which almost serve as 30-to-60-second micro-infomercials — can inspire "particularly effective persuasion".
既有动作提示又有语言提示的视频帖子——尤其是 TikTok 视频中的产品展示和前后对比，几乎就是 30 到 60 秒的微广告——可以激发“格外有效的说服力”。
加入会员可查看
The parasocial effect
拟社会效应
加入会员可查看
One of the largest elements that inspire consumers to purchase is an emotional connection to these creators.
激发消费者购买欲的最大因素之一是与这些创作者的情感联系。
加入会员可查看
This phenomenon, called a parasocial relationship, leads audience members to believe they have a close association or even a friendship with a personality, when the relationship is actually one-sided.
这种现象被称为 “拟社会关系”，它使观众相信他们与某位名人存在密切的联系，甚至是友谊，但实际上这种关系是单方面的。
加入会员可查看
The phenomenon plays a role in consumer behaviour, too. Parasocial relationships are so strong that people are moved to buy, both in terms of influencers pushing sponsored products and organic creators sharing their favorite personal items.
这种现象在消费者行为中也发挥着作用。无论是网红推广广告产品，还是创作者单纯分享他们最喜欢的私人物件，拟社会关系强大到人们都会动心购买。
加入会员可查看
Buyer beware
买家需小心
加入会员可查看
In some cases, the parasocial effect and subsequent intimacy that social media evokes can be so strong that users don't stop to "sleuth" whether the endorsement is sponsored or not. The nature of TikTok's rapid, quick clips may also make adverts harder to spot.
在某些情况下，拟社会效应和在社交媒体中随之产生的亲密感是如此强大，以至于用户不会停下来“侦查”种草视频背后是否有赞助商。TikTok 视频片段短、快的特性也可能使广告更难被发现。
加入会员可查看
Additionally, these emotional attachments that drive purchases may make people likely to overspend. On TikTok, many of the products users talk about aren't expensive, which can make purchasing feel lower stakes.
此外，这些可以推动消费的情感依恋可能会使人们超支。在 TikTok 上，许多用户谈论的产品价格不高，这可能会让人觉得购买的风险较低。
加入会员可查看
主编：蘑菇、Summer
品控：蘑菇
审核：Summer
重点词汇
high-profile
/ˌhaɪˈproʊ.faɪl/
adj.（人或事件）引人注目的，备受关注的
相关词汇：profile（n.（人、团体或组织的）简介，概况；（人或组织的）形象，姿态）
搭配短语：the financial profile of the family
搭配短语：have a high profile / keep a low profile（引人注目 / 保持低调）
例句：The star has a high profile in Britain.
casual
/ˈkæʒ.uː.əl/
adj. 偶尔的；放松的；非正式的
搭配短语：casual filmgoers（偶尔去看电影的人）
endorsement
/ɪnˈdɔːrs.mənt/
n. 宣传，代言；赞同；支持
例句：The election victory is a clear endorsement of their policies.（竞选成功显然是对他们政策的支持。）
mechanism
/ˈmek.ə.nɪ.zəm/
n. 程序；机制；机械装置；机件
搭配短语：a clock mechanism（钟表机件）
英文释义：the way that something works
搭配短语：the mechanism of the brain（大脑的运行机制）
credibility
/ˌkred.əˈbɪl.ə.t̬i/
n. 可靠性；可信性
例句：The scandal has damaged his credibility as a leader.（这桩丑闻损害了他作为领袖的可信度。）
hop
/hɑːp/
v. 单足跳跃；弹跳
搭配短语：hop in / on / out（匆匆跳上（或跳下）车）
例句：Hop in. I'll give you a lift into town.（上车吧。我顺路送你进城。）
cue
/kjuː/
n. 提示；信号
例句：They started washing up, so that was our cue to leave the party.（他们开始洗刷碗碟了，这就是暗示我们该离开派对了。）
demonstration
/ˌdem.ənˈstreɪ.ʃən/
n. 示范；演示
搭配短语：demonstrations of new products（新产品的演示）
transformation
/ˌtræns.fɚˈmeɪ.ʃən/
n. 变化过程
infomercial
/ˈɪn.foʊ.mɝː.ʃəl/
n. 专题广告片；电视促销节目
association
/əˌsoʊ.siˈeɪ.ʃən/
n.（与某人、社团或组织的）联系，关联，交往
例句：The police knew all about his associations with organized crime.（警方知道他与有组织犯罪的所有关联。）
personality
/ˌpɝː.sənˈæl.ə.t̬i/
n. 名人
近义词：celebrity
sponsored
/ˈspɑːn.sɚd/
adj. 有组织赞助的
organic
/ɔːrˈɡæn.ɪk/
adj.（发生、发展过程）自然的；有机的，未施化肥的
intimacy
/ˈɪn.t̬ə.mə.si/
n. 亲密，亲近
英文释义：a state of having a close personal relationship with someone
搭配短语：the intimacy of marriage（婚姻生活的亲密）
sleuth
/sluːθ/
v. 侦查；调查
词性拓展：sleuth（n. 侦探）
近义词：detective
英文释义：To act as a detective
advert
/ˈæd.vɝːt/
n. 广告
补充：此为英式英语中对单词 advertisement 的缩写。
overspend
/ˌoʊ.vɚˈspend/
v. 超支
词性拓展：overspend（/ˈoʊ.vɚ.spend/ n. 超支）
stakes
/steɪks/
pl.（比赛或行动的）赌注，风险
例句：The stakes are too high / big.
加入会员可查看
