TED Salon Brightline Initiative
Dao Nguyen: What makes something go viral?
阮涛: 是什么让事情变得像病毒一样迅速传播？
Filmed:
Readability: 3.6
1,432,741 views
创建人们喜爱的内容的秘诀是什么? 跟随BuzzFeed出版人阮涛，看看她的团队是怎样创建让人上瘾的小测验、清单还有视频的，并且了解更多关于她们是怎样发展一个系统去理解人们如何借助内容来互相联系和创建文化的。
Dao Nguyen - Media analytics expert
As Publisher of BuzzFeed, Dao Nguyen thinks about how media spreads online and the technology and data that publishers can use to understand why. Full bio
As Publisher of BuzzFeed, Dao Nguyen thinks about how media spreads online and the technology and data that publishers can use to understand why. Full bio
Double-click the English transcript below to play the video.
去年，网络新闻媒体公司
BuzzFeed的一些员工在谋划
BuzzFeed的一些员工在谋划
00:12
Last year, some BuzzFeed
employees were scheming
employees were scheming
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在他们的老板 哲·弗兰克 生日那天
00:16
to prank their boss, Ze Frank,
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00:19
on his birthday.
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搞一个恶作剧。
00:21
They decided to put a family
of baby goats in his office.
of baby goats in his office.
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他们决定把一窝小羊羔
放到他的办公室里。
放到他的办公室里。
00:25
(Laughter)
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（笑声）
00:26
Now, BuzzFeed had recently signed on
to the Facebook Live experiment,
to the Facebook Live experiment,
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BuzzFeed不久前刚刚加入了
脸书的直播试验项目，
脸书的直播试验项目，
所以顺理成章地，
00:31
and so naturally,
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我们决定在网上直播这场恶作剧，
00:32
we decided to livestream
the whole event on the internet
the whole event on the internet
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00:36
to capture the moment
when Ze would walk in
when Ze would walk in
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扑捉哲走进办公室，
并发现里面有活物的那一刻。
00:40
and discover livestock in his office.
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00:44
We thought the whole thing
would last maybe 10 minutes,
would last maybe 10 minutes,
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我们预期这个过程
可能会持续大约10分钟，
可能会持续大约10分钟，
00:47
and a few hundred company employees
would log in for the inside joke.
would log in for the inside joke.
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并且几百名公司员工
会登录看到这个内部笑话。
会登录看到这个内部笑话。
00:52
But what happened?
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但是后来怎么样了呢？
00:53
They kept on getting delayed:
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这个过程一直被推延：
一会儿他去喝了点饮料，
00:55
he went to get a drink,
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然后去开了个电话会议，
00:57
he was called to a meeting,
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会议很长，
00:58
the meeting ran long,
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过后他又去了趟洗手间。
01:00
he went to the bathroom.
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越来越多的人开始
登录观看那些小羊羔。
登录观看那些小羊羔。
01:01
More and more people
started logging in to watch the goats.
started logging in to watch the goats.
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01:06
By the time Ze walked in
more than 30 minutes later,
more than 30 minutes later,
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直到半个多小时后哲进去时，
已经有9万名观众在
观看这次直播。
观看这次直播。
01:10
90,000 viewers were watching
the livestream.
the livestream.
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01:16
Now, our team had a lot
of discussion about this video
of discussion about this video
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我们团队对视频进行了很多讨论，
01:20
and why it was so successful.
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讨论它为什么会这么火。
它并不是我们曾经做过的
最大的直播视频。
最大的直播视频。
01:22
It wasn't the biggest live video
that we had done to date.
that we had done to date.
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我们做过最大的现场视频里
有个奶酪喷泉。
有个奶酪喷泉。
01:25
The biggest one that we had done
involved a fountain of cheese.
involved a fountain of cheese.
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01:30
But it performed so much better
than we had expected.
than we had expected.
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但是这个视频的效果
远远超越了我们的想象。
远远超越了我们的想象。
关于那些办公室里的小羊羔，
我们有哪些漏掉的亮点？
我们有哪些漏掉的亮点？
01:33
What was it about the goats in the office
that we didn't anticipate?
that we didn't anticipate?
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01:38
Now, a reasonable person could have
any number of hypotheses.
any number of hypotheses.
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一个正常人会有许多假设。
也许是人们爱小动物。
01:42
Maybe people love baby animals.
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也许是人们喜欢办公室恶作剧。
01:45
Maybe people love office pranks.
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也许是喜欢关于他们老板们的故事，
01:47
Maybe people love stories
about their bosses
about their bosses
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或者生日的惊喜。
01:50
or birthday surprises.
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01:52
But our team wasn't really thinking
about what the video was about.
about what the video was about.
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但是我们的团队并没有考虑
这个视频是关于什么的。
这个视频是关于什么的。
而是在想，
01:56
We were thinking about
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观看视频的人在想什么
和他们感到了什么。
和他们感到了什么。
01:57
what the people watching the video
were thinking and feeling.
were thinking and feeling.
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我们读了直播期间留下的
82000条评论，
82000条评论，
02:01
We read some of the 82,000 comments
that were made during the video,
that were made during the video,
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而且我们假设人们感到兴奋，
02:06
and we hypothesized that they were excited
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是因为他们在参与一个共享的期望，
02:10
because they were participating
in the shared anticipation
in the shared anticipation
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期望一件就要发生的事情。
02:13
of something that was about to happen.
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就在那一刻，他们是
一个整体的一部分，
一个整体的一部分，
02:16
They were part of a community,
just for an instant,
just for an instant,
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这让他们感到很开心。
02:19
and it made them happy.
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02:21
So we decided that we needed
to test this hypothesis.
to test this hypothesis.
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所以我们决定要测试这个假设。
02:24
What could we do to test
this very same thing?
this very same thing?
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要如何来测试相同的一件事呢？
在接下来的几周里，
02:28
The following week,
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依据我们已有的信息，
关于食物的视频很受欢迎，
关于食物的视频很受欢迎，
02:30
armed with the additional knowledge
that food videos are very popular,
that food videos are very popular,
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我们让两个人穿上化学防护衣，
02:35
we dressed two people in hazmat suits
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往一个西瓜上套皮筋，直到西瓜爆裂。
02:38
and wrapped rubber bands
around a watermelon until it exploded.
around a watermelon until it exploded.
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（笑声）
02:42
(Laughter)
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80万观众看到了
02:44
Eight hundred thousand people watched
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第690个皮筋把西瓜挤爆，
02:48
the 690th rubber band
explode the watermelon,
explode the watermelon,
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让这个视频成为至今Facebook
直播活动里最火爆的一个。
直播活动里最火爆的一个。
02:52
marking it as the biggest
Facebook Live event to date.
Facebook Live event to date.
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02:56
The question I get most frequently is:
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我最经常被问到的问题是：
你是如何让一件事情
像病毒一样迅速传播的？
像病毒一样迅速传播的？
02:59
How do you make something go viral?
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03:01
The question itself is misplaced;
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这个问题关注的点错了：
这不是关于某件事情。
03:03
it's not about the something.
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这是关于人们在做这件事的时候，
03:05
It's about what the people
doing the something,
doing the something,
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无论阅读还是观看，
03:08
reading or watching --
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他们在想什么？
03:10
what are they thinking?
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很多媒体公司，当他们思考元数据时，
03:11
Now, most media companies,
when they think about metadata,
when they think about metadata,
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想的是主题或者格式。
03:15
they think about subjects or formats.
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03:18
It's about goats,
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视频是关于羊羔的，
是关于办公室恶作剧的，
03:19
it's about office pranks,
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是关于食物的，
03:21
it's about food,
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是一列清单，或者一个视频，
亦或者一个小测验，
亦或者一个小测验，
03:22
it's a list or a video or a quiz,
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2000个词，
03:24
it's 2,000 words long,
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15分钟的长度，
03:25
it's 15 minutes long,
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嵌入了23个推特更新或者15张图片。
03:27
it has 23 embedded tweets or 15 images.
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那种元数据是有那么点儿意思，
03:30
Now, that kind of metadata
is mildly interesting,
is mildly interesting,
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但是它并不能指出
到底什么是最重要的。
到底什么是最重要的。
03:33
but it doesn't actually get at
what really matters.
what really matters.
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与其贴上这个文章
或者视频是关于什么的标签，
或者视频是关于什么的标签，
03:36
What if, instead of tagging
what articles or videos are about,
what articles or videos are about,
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如果我们问道：
03:40
what if we asked:
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它是如何帮助我们的用户在
生活中切实完成一件事情的？
生活中切实完成一件事情的？
03:41
How is it helping our users
do a real job in their lives?
do a real job in their lives?
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03:46
Last year, we started a project
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去年我们启动了一个项目，
去正式地用这种方式
把我们的内容分栏。
把我们的内容分栏。
03:49
to formally categorize
our content in this way.
our content in this way.
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我们把它命名为，“文化制图”。
03:51
We called it, "cultural cartography."
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03:55
It formalized an informal practice
that we've had for a really long time:
that we've had for a really long time:
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它把我们长久以来
随意的做法正规化了：
随意的做法正规化了：
不要只想主题是什么，
03:59
don't just think about the subject matter;
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还要去想，应该说是主要去想，
04:01
think also about, and in fact,
primarily about,
primarily about,
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你的内容对读者
或者观众产生了什么影响。
或者观众产生了什么影响。
04:05
the job that your content is doing
for the reader or the viewer.
for the reader or the viewer.
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04:09
Let me show you the map
that we have today.
that we have today.
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让我给大家展示
我们目前的一张地图。
我们目前的一张地图。
每个泡泡是一件具体的工作，
04:11
Each bubble is a specific job,
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每个颜色的泡泡组是相关的工作。
04:14
and each group of bubbles
in a specific color are related jobs.
in a specific color are related jobs.
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第一个：幽默。
04:19
First up: humor.
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04:21
"Makes me laugh."
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”让我笑”。
让一个人笑有很多种方式。
04:23
There are so many ways
to make somebody laugh.
to make somebody laugh.
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你可以是在嘲笑某个人。
04:25
You can be laughing at someone,
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你可能在笑某个网络幽默。
04:27
you could laugh
at specific internet humor,
at specific internet humor,
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你可能在笑一个轻松的，
毫无冒犯但不太好笑的笑话。
毫无冒犯但不太好笑的笑话。
04:29
you could be laughing at some good,
clean, inoffensive dad jokes.
clean, inoffensive dad jokes.
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04:33
"This is me." Identity.
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“这就是我。” 身份。
人们越来越多地
用媒体去解释，“这就是我。
用媒体去解释，“这就是我。
04:36
People are increasingly using media
to explain, "This is who I am.
to explain, "This is who I am.
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这是我的成长经历，这是我的文化，
04:39
This is my upbringing, this is my culture,
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这是我的粉丝，
这是我让人内疚的快乐。
这是我让人内疚的快乐。
04:42
this is my fandom,
this is my guilty pleasure,
this is my guilty pleasure,
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还有，这是我如何笑我自己的。“
04:44
and this is how I laugh about myself."
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04:48
"Helps me connect with another person."
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”它帮助我跟另一个人联系起来。“
这是网络给我们的最大馈赠之一。
04:50
This is one of the greatest
gifts of the internet.
gifts of the internet.
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令人惊喜的是，你还会
在某个媒体上找到
在某个媒体上找到
04:52
It's amazing when you find
a piece of media
a piece of media
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对你和另一个人联系的精确描述。
04:55
that precisely describes
your bond with someone.
your bond with someone.
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04:59
This is the group of jobs
that helps me do something --
that helps me do something --
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这是一组帮助我做事情的工作，
帮助我化解一个纠纷，
05:01
helps me settle an argument,
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帮我更了解我自己或者别人，
05:03
helps me learn something
about myself or another person,
about myself or another person,
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或者帮我解释我的故事。
05:05
or helps me explain my story.
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这是一组让我感觉到了什么的工作，
05:07
This is the group of jobs
that makes me feel something --
that makes me feel something --
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让我好奇或者悲伤，
或者让我恢复对人性的信念。
或者让我恢复对人性的信念。
05:10
makes me curious or sad
or restores my faith in humanity.
or restores my faith in humanity.
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许多媒体公司和创造者确实
05:13
Many media companies
and creators do put themselves
and creators do put themselves
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会去考虑观众的感受。
05:17
in their audiences' shoes.
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但是在社交媒体的时代，
我们可以走得更远。
我们可以走得更远。
05:18
But in the age of social media,
we can go much farther.
we can go much farther.
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人们在脸书，在推特上联系，
05:22
People are connected to each other
on Facebook, on Twitter,
on Facebook, on Twitter,
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而且他们越来越多地使用媒体来
05:26
and they're increasingly using media
to have a conversation
to have a conversation
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进行交流。
05:30
and to talk to each other.
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如果我们可以成为建立人与人之间
更深联系的一部分，
更深联系的一部分，
05:31
If we can be a part of establishing
a deeper connection between two people,
a deeper connection between two people,
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那我们将为这些人真正地做点什么。
05:37
then we will have done
a real job for these people.
a real job for these people.
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05:41
Let me give you some examples
of how this plays out.
of how this plays out.
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我给大家举几个例子，
看看这是如何操作的。
看看这是如何操作的。
05:44
This is one of my favorite lists:
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这是我最喜爱的清单之一：
“这32个表情包，快转给你姐妹看看”，
05:46
"32 Memes You Should
Send Your Sister Immediately" --
Send Your Sister Immediately" --
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立即。
05:49
immediately.
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05:51
For example, "When you're going
through your sister's stuff,
through your sister's stuff,
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例如，”当你偷偷地
搜你姐姐的东西的时候，
搜你姐姐的东西的时候，
你听到她上楼来的声音。“
05:54
and you hear her coming up the stairs."
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我当然干过这种事儿。
05:56
Absolutely, I've done that.
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”看到你姐姐因为你惹的祸
05:58
"Watching your sister get in trouble
for something that you did
for something that you did
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而且受到责备。”
06:01
and blamed on her."
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对，我也干过。
06:02
Yes, I've done that as well.
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这列清单得到了3百万次阅读。
06:04
This list got three million views.
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为什么？
06:06
Why is that?
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因为它出色地完成了这样几件事：
06:07
Because it did, very well, several jobs:
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”这是我们。“
06:10
"This is us."
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”与家庭联系。“
06:12
"Connect with family."
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”让我笑。”
06:13
"Makes me laugh."
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这些是姐妹间使用这个清单发送的
06:14
Here are some of the thousands
and thousands of comments
and thousands of comments
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成千上万个评论中的一部分。
06:17
that sisters sent to each other
using this list.
using this list.
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06:21
Sometimes we discover
what jobs do after the fact.
what jobs do after the fact.
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有时我们是在事后才发现我们的工作
到底起了什么样的作用。
到底起了什么样的作用。
06:25
This quiz, "Pick an Outfit and We'll Guess
Your Exact Age and Height,"
Your Exact Age and Height,"
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这个小测验，“选一件外装，
我们会猜到你的真实年龄和身高。”
我们会猜到你的真实年龄和身高。”
迅速传播开了：1千万的阅读量。
06:30
went very viral: 10 million views.
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1千万次阅读。
06:32
Ten million views.
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我是说，我们真的决定了1千万人的
06:34
I mean -- did we actually determine
the exact age and height
the exact age and height
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真实年龄和身高了吗？
06:38
of 10 million people?
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那样的话就太难以置信了。
简直是不可思议。
简直是不可思议。
06:40
That's incredible. It's incredible.
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事实上，我们没有猜到。
06:42
In fact, we didn't.
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（笑声）
06:43
(Laughter)
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后来我们发现这个小测验
06:44
Turns out that this quiz
went extremely viral
went extremely viral
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06:49
among a group of 55-and-up women --
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在55岁以上的女性中疯速地传播。
（笑声）
06:52
(Laughter)
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她们很惊讶并且很开心，
06:53
who were surprised and delighted
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因为BuzzFeed认为
她们才28岁而且身高1米75。
她们才28岁而且身高1米75。
06:57
that BuzzFeed determined
that they were 28 and 5'9".
that they were 28 and 5'9".
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07:03
(Laughter)
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（笑声）
“他们把我猜得
年轻了34岁而且高了7寸。
年轻了34岁而且高了7寸。
07:04
"They put me at 34 years younger
and seven inches taller.
and seven inches taller.
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我穿衣习惯舒适，而且根本
不在乎别人如何评论我。
不在乎别人如何评论我。
07:08
I dress for comfort and do not give
a damn what anyone says.
a damn what anyone says.
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年龄只是一种心态。”
07:11
Age is a state of mind."
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这个小测验的成功
不在于它的准确性，
不在于它的准确性，
07:12
This quiz was successful
not because it was accurate,
not because it was accurate,
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而是它允许这些女士
去做一件重要的事，
去做一件重要的事，
07:15
but because it allowed these ladies
to do a very important job --
to do a very important job --
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谦虚自夸。
07:20
the humblebrag.
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07:22
Now, we can even apply
this framework to recipes and food.
this framework to recipes and food.
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我们甚至可以把这个框架
用到菜谱和食物上。
用到菜谱和食物上。
07:27
A recipe's normal job is to tell you
what to make for dinner or for lunch.
what to make for dinner or for lunch.
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一个菜谱的作用是告诉你
晚餐或者午餐做什么。
晚餐或者午餐做什么。
07:34
And this is how you would normally
brainstorm for a recipe:
brainstorm for a recipe:
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这是你通常如何
为一个菜谱去做头脑风暴：
为一个菜谱去做头脑风暴：
07:37
you figure out what ingredients
you want to use,
you want to use,
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你想到要用什么配料，
打造一个什么样的菜谱，
07:39
what recipe that makes,
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然后，也许你决定最后把它推销出去。
07:41
and then maybe you slap a job on
at the end to sell it.
at the end to sell it.
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07:44
But what if we flipped it around
and thought about the job first?
and thought about the job first?
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但是如果我们反过来，
先考虑这个卖点会怎么样呢？
先考虑这个卖点会怎么样呢？
头脑风暴的一个阶段涉及到了
联络感情这个任务。
联络感情这个任务。
07:49
One brainstorming session
involved the job of bonding.
involved the job of bonding.
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那么，我们是否能够出个
菜谱把人们拉到一起呢？
菜谱把人们拉到一起呢？
07:54
So, could we make a recipe
that brought people together?
that brought people together?
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在一个食品出版商那里，
这可不是一个正常的头脑风暴过程。
这可不是一个正常的头脑风暴过程。
07:59
This is not a normal brainstorming
process at a food publisher.
process at a food publisher.
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08:05
So we know that people
like to bake together,
like to bake together,
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我们都知道人们喜欢一起烘焙，
还知道人们喜欢一起接受挑战。
08:08
and we know that people
like to do challenges together,
like to do challenges together,
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所以我们决定编出一个可以把
这两件事连起来的菜谱，
这两件事连起来的菜谱，
08:11
so we decided to come up with a recipe
that involved those two things,
that involved those two things,
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我们挑战了下自己：
08:16
and we challenged ourselves:
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我们是否可能让人们去说，
08:18
Could we get people to say,
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“嗨，亲爱的，我们一起试试啊？”
08:20
"Hey, BFF, let's see
if we can do this together"?
if we can do this together"?
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08:24
The resulting video was
the "Fudgiest Brownies Ever" video.
the "Fudgiest Brownies Ever" video.
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我们最后打造出了
《史上最好吃的布朗尼》这个视频。
《史上最好吃的布朗尼》这个视频。
它火得一发不可收拾，
08:28
It was enormously successful
in every metric possible --
in every metric possible --
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7千万次观看。
08:31
70 million views.
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08:32
And people said the exact things
that we were going after:
that we were going after:
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而且人们说了和我们
事先预料的一模一样的话：
事先预料的一模一样的话：
“嗨，克莱特，咱俩得做这个，
你想挑战下吗？
你想挑战下吗？
08:36
"Hey, Colette, we need to make these,
are you up for a challenge?"
are you up for a challenge?"
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”当然，赶紧开始吧！“
08:39
"Game on."
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它达到了我们想要的目的，
08:40
It did the job that it set out to do,
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那就是用烘焙和巧克力
把人们拉到一起。
把人们拉到一起。
08:43
which was to bring people together
over baking and chocolate.
over baking and chocolate.
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08:49
I'm really excited about
the potential for this project.
the potential for this project.
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我对这个项目的潜力很兴奋。
当我们跟负责内容创建的
同事解释这个框架时，
同事解释这个框架时，
08:53
When we talk about this framework
with our content creators,
with our content creators,
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他们马上就明白了，
08:56
they instantly get it,
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无论他们具体负责哪个方面，
他们在哪个国家，
他们在哪个国家，
08:57
no matter what beat they cover,
what country they’re in,
what country they’re in,
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或者讲什么语言。
09:00
or what language they speak.
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所以文化制图已经帮助我们
大规模地培训了我们的工作团队。
大规模地培训了我们的工作团队。
09:01
So cultural cartography has helped us
massively scale our workforce training.
massively scale our workforce training.
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09:06
When we talk about this project
and this framework
and this framework
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当我们把这个项目和框架
讲给广告商和品牌商时，
09:10
with advertisers and brands,
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他们也立刻就明白了，
09:11
they also instantly get it,
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因为广告商常常比
媒体公司更能够明白
媒体公司更能够明白
09:13
because advertisers,
more often than media companies,
more often than media companies,
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去理解围绕为客户服务的产品的
09:18
understand how important it is
to understand the job
to understand the job
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09:22
that their products
are doing for customers.
are doing for customers.
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工作是多么重要。
09:26
But the reason I'm the most excited
about this project
about this project
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但是我对这个项目最感兴趣的理由
是它改变了媒体和数据的关系。
09:30
is because it changes the relationship
between media and data.
between media and data.
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09:35
Most media companies
think of media as "mine."
think of media as "mine."
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大多数媒体公司认为
媒体是关于“自己”的。
媒体是关于“自己”的。
09:39
How many fans do I have?
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我有多少粉丝？
我获得了多少个追随者？
09:40
How many followers have I gained?
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我得到了多少次阅读？
09:42
How many views have I gotten?
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我的数据库里有多少个独特的身份？
09:44
How many unique IDs do I have
in my data warehouse?
in my data warehouse?
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09:47
But that misses the true value of data,
which is that it's yours.
which is that it's yours.
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但是这些问题忽略了那些数据的真正价值，
也就是属于“用户”的那些价值。
也就是属于“用户”的那些价值。
09:53
If we can capture in data
what really matters to you,
what really matters to you,
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如果我们在数据里扑捉到
什么是真正对你重要的，
什么是真正对你重要的，
09:59
and if we can understand more
the role that our work plays
the role that our work plays
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而且如果我们能更加理解我们的工作
在你的真实生活里扮演的角色，
10:03
in your actual life,
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我们将可以为你创造出更好的内容，
10:05
the better content we can create for you,
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也将能用更好的方式
把内容传递到你那里。
把内容传递到你那里。
10:08
and the better that we can reach you.
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10:10
Who are you?
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你是谁？
10:13
How did you get there?
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你是怎么到那儿的？
你去哪儿？
10:14
Where are you going?
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你关心什么？
10:16
What do you care about?
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你能教会我们什么？
10:17
What can you teach us?
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那就是文化制图。
10:19
That's cultural cartography.
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10:21
Thank you.
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谢谢。
（掌声）
10:22
(Applause)
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ABOUT THE SPEAKER
Dao Nguyen - Media analytics expertAs Publisher of BuzzFeed, Dao Nguyen thinks about how media spreads online and the technology and data that publishers can use to understand why.
Why you should listen
Dao Nguyen is the Publisher of BuzzFeed, a reinvention of the traditional title in which she oversees the company’s tech, product, data and publishing platform, as well as ad product, pricing, and distribution. Nguyen joined BuzzFeed in 2012 and has been instrumental in its rapid growth as the largest independent digital media company in the world. Prior to joining BuzzFeed, Nguyen oversaw product for a financial careers venture within Dow Jones. She also previously served as Chief Executive Officer of Le Monde Interactif, publisher of the leading news site lemonde.fr. Before moving to France, she was Executive Producer at Concrete Media, a small web agency, and a consultant at Andersen Consulting (now Accenture). She has a degree in Applied Mathematics / Computer Science from Harvard and is based in New York City.
Dao Nguyen | Speaker | TED.com