Why videos go viral | Kevin Allocca

Translator: Anders Finn Jørgensen Reviewer:

Hi. I'm Kevin Allocca, I'm the trends manager at YouTube,

Hej. Jeg er Kevin Alloca, jeg er trends manager hos Youtube.

and I professionally watch YouTube videos.

Jeg ser professionelt YouTube videoer.

It's true.

Det er sandt.

So we're going to talk a little bit today about how videos go viral

I dag skal vi tale lidt om hvordan videoer bliver virale,

and then why that even matters.

og hvorfor det overhovedet er vigtigt.

We all want to be stars --

Vi vil alle være stjerner -

celebrities, singers, comedians --

berømte, sangere, komikere -

and when I was younger, that seemed so very, very hard to do.

da jeg var yngre, virkede det meget svært at blive.

But now Web video has made it

Men nu har online video gjort at

so that any of us or any of the creative things that we do

At hver og en, eller hver eneste kreativ ting vi laver

can become completely famous

kan blive fuldstændig berømte

in a part of our world's culture.

i en del af vores verdens kultur.

Any one of you could be famous on the Internet

Hver og en af jer kan bliver berømte på internettet

by next Saturday.

inden lørdag.

But there are over 48 hours of video uploaded to YouTube

Men der bliver uploaded over 48 timers video til Youtube

every minute.

hvert minut.

And of that, only a tiny percentage

Og af det bliver kun en lille procent

ever goes viral and gets tons of views and becomes a cultural moment.

virale og får tonsvis af seere og bliver et kulturelt omdrejningspunkt.

So how does it happen?

Så hvordan sker det?

Three things:

Tre ting:

tastemakers, communities of participation

smagsskabere, deltagende fællesskaber

and unexpectedness.

og overraskelse.

All right, let's go.

okay, lad os gå i gang.

(Video) Bear Vasquez: Oh, my God. Oh, my God.

(Video) Bear Vasquez: Åh, Gud. Åh, Gud.

Oh, my God!

Åh, Gud!

Wooo!

Wooo!

Ohhhhh, wowwww!

Åhhhh, wowww!

KA: Last year, Bear Vasquez posted this video

KA: Sidste år slog Bear Vasquez den her video op,

that he had shot outside his home in Yosemite National Park.

som han havde optaget udenfor hans hjem i Yosemite National Park.

In 2010, it was viewed 23 million times.

I 2010 var den set 23 millioner gange.

(Laughter)

(Latter)

This is a chart of what it looked like

Det her er et diagram over hvordan det så ud

when it first became popular last summer.

da den blev populær sidste sommer.

But he didn't actually set out to make a viral video, Bear.

Men hans mål var ikke at lave en viral video, Bear.

He just wanted to share a rainbow.

Han ville bare dele en regnbue

Because that's what you do when your name is Yosemite Mountain Bear.

Fordi det er hvad du gør når dit navn er Yosemite Mountain Bear.

(Laughter)

(Latter)

And he had posted lots of nature videos in fact.

Og han har faktisk slået mange videoer af naturen op.

And this video had actually been posted

Og den her video var faktisk slået op

all the way back in January.

helt tilbage i januar.

So what happened here?

Og hvad skete der her?

Jimmy Kimmel actually.

Faktisk Jimmy Kimmel.

Jimmy Kimmel posted this tweet

Jimmy Kimmel lavede det her tweet,

that would eventually propel the video to be as popular as it would become.

som over tid ville drive videoen ind i den popularitet som den har fået.

Because tastemakers like Jimmy Kimmel

Fordi smagsskabere såsom Jimmy Kimmel

introduce us to new and interesting things

introducere os til nye og interessante ting,

and bring them to a larger audience.

og bringer dem videre til et større publikum.

(Video) Rebecca Black: ♫ It's Friday, Friday. Gotta get down on Friday. ♫

(Video) Rebecca Black: ♫ Det er fredag, fredag. Skal feste på fredag. ♫

♫ Everybody's looking forward to the weekend, weekend. ♫

♫ Alle ser frem til weekenden, weekenden. ♫

♫ Friday, Friday. Gettin' down on Friday. ♫

♫ Fredag, fredag. Fester på en fredag. ♫

KA: So you didn't think that we could actually have this conversation

KA: Så jeg håber ikke, at I tror ikke, at vi faktisk kunne have den her samtale

without talking about this video I hope.

uden at tale om den her video

Rebecca Black's "Friday" is one of the most popular videos of the year.

Rebecca Blacks "Friday" er en af årets mest populære videoer.

It's been seen nearly 200 million times this year.

Den er blevet set næsten 200 millioner gange i år.

This is a chart of what it looked like.

Det her er diagrammet over hvordan det så ud.

And similar to "Double Rainbow,"

Og det ligner "Double Rainbow",

it seems to have just sprouted up out of nowhere.

det ser ud til at have skudt ud af ingenting.

So what happened on this day?

Så hvad skete der den dag?

Well it was a Friday, this is true.

Tja, det var fredag, det er sandt.

And if you're wondering about those other spikes, those are also Fridays.

Og hvis du undrer dig over de andre toppe, de er også fredage.

(Laughter)

(Latter)

But what about this day,

Men hvad med den her dag,

this one particular Friday?

denne bestemte fredag?

Well Tosh.0 picked it up, a lot of blogs starting writing about.

Tja, Tosh. 0 samlede den op, en hel masse blogs begyndte at skrive om det.

Michael J. Nelson from Mystery Science Theater

Michael J. Nelson fra Mystery Science Theater

was one of the first people to post a joke about the video on Twitter.

var en af de første der slog en joke op om videoen på Twitter.

But what's important is that an individual or a group of tastemakers

Men hvad det er vigtigt er at en enkelt person eller en gruppe af smagsskabere

took a point of view

tog stilling

and they shared that with a larger audience, accelerating the process.

og de delte den med et større publikum, speedede processen op.

And so then this community formed

Og så tog det her fællesskab form,

of people who shared this big inside joke

mennesker som som delte den her store indforståede joke,

and they started talking about it and doing things with it.

og de startede med at snakke om det og gøre ting med den.

And now there are 10,000 parodies of "Friday" on YouTube.

Og nu er der 10.000 parodier af "Friday" på YouTube.

Even in the first seven days,

Selv i de første syv dage

there was one parody for every other day of the week.

var der en parodi for hver af de andre dage i ugen.

(Laughter)

(Latter)

Unlike the one-way entertainment of the 20th century,

Ulige envejs-underholdningen i det 20. århundrede,

this community participation

er den her deltagelse i fællesskaber

is how we become a part of the phenomenon --

måden hvorpå vi bliver en del af fænomenet,

either by spreading it or by doing something new with it.

enten ved at sprede det eller at gøre noget nyt med det.

(Music)

(Musik)

So "Nyan Cat" is a looped animation

Så "Nyan Cat" er en loopet animation

with looped music.

med loopet musik

It's this, just like this.

Det er det her og kun det her.

It's been viewed nearly 50 million times this year.

Den er blevet set næsten 50 millioner gange i år.

And if you think that that is weird,

Og hvis du tænker, det er underligt,

you should know that there is a three-hour version of this

så skal I lige vide at der er en tre-timers version af den

that's been viewed four million times.

som er blevet set fire millioner gange.

(Laughter)

(Latter)

Even cats were watching this video.

Selv katte har set den her video.

(Laughter)

(Latter)

Cats were watching other cats watch this video.

Katte har set andre katte se den her video.

(Laughter)

(Latter)

But what's important here

Hvad det er vigtigt her

is the creativity that it inspired

er den kreativitet det her har inspireret

amongst this techie, geeky Internet culture.

mellem den her techie, nørdede internet kultur.

There were remixes.

Det var remix.

(Laughter)

(Latter)

Someone made an old timey version.

Nogen lavede en gammeldags version.

(Laughter)

(Latter)

And then it went international.

og så blev den international.

(Laughter)

(Latter)

An entire remix community sprouted up

Et fuldstændig remix fællesskab spirede,

that brought it from being just a stupid joke

som løftede det fra en simpel dum joke

to something that we can all actually be a part of.

til noget, som vi faktisk kan være en del af.

Because we don't just enjoy now,

Fordi vi nyder det ikke kun,

we participate.

vi deltager.

And who could have predicted any of this?

Og hvem ville have forudset noget af det her?

Who could have predicted "Double Rainbow" or Rebecca Black

Hvem kunne have forudset "Double Rainbow eller Rebecca Black

or "Nyan Cat?"

eller "Nyan Cat"?

What scripts could you have written

Hvilke manuskripter kunne man have skrevet

that would have contained this in it?

som ville have forudset det her?

In a world where over two days of video

I en verden hvor over to dages video

get uploaded every minute,

bliver uploaded hvert minut,

only that which is truly unique and unexpected

kan kun det fuldstændigt unikke og overraskende

can stand out in the way that these things have.

stå ud på den måde, som de her ting har.

When a friend of mine told me that I needed to see this great video

Da en ven fortalte mig at jeg blev nødt til at se den her fantastiske video

about a guy protesting bicycle fines in New York City,

om en fyr som protesterede mod cykelbøder i New York City,

I admit I wasn't very interested.

må jeg indrømme at var meget interesseret.

(Video) Casey Niestat: So I got a ticket for not riding in the bike lane,

(Video) Casey Niestat: Jeg fik en bøde for ikke at cykle på cykelstien,

but often there are obstructions

men ofte er det forhindringer,

that keep you from properly riding in the bike lane.

som forhindrer dig i at kunne cykle ordenligt på cykelstien.

(Laughter)

(Latter)

KA: By being totally surprising and humorous,

Ved at være fuldstændig overraskende og morsom,

Casey Niestat got his funny idea and point

fik Carsey Niestat den her sjove idé og pointe

seen five million times.

set fem millioner gange.

And so this approach holds

Og denne tilgang gælder

for anything new that we do creatively.

for alt nyt kreativt vi laver.

And so it all brings us

Og dette bringer os

to one big question ...

til det store spørgsmål...

(Video) Bear Vasquez: What does this mean?

(Video) Bear Vasquez: Hvad betyder dette?

Ohhhh.

Ohhhh.

(Laughter)

(Latter)

KA: What does it mean?

KA: Hvad betyder det?

Tastemakers, creative participating communities,

Smagsskabere, kreative deltagende fællesskaber,

complete unexpectedness,

komplet overraskelse,

these are characteristics of a new kind of media and a new kind of culture

disse er karakteristikker for en ny slags medium og en ny slags kultur

where anyone has access

hvor alle har adgang

and the audience defines the popularity.

og hvor publikummet definerer populariteten.

I mean, as mentioned earlier,

Jeg mener, som tidligere nævnt,

one of the biggest stars in the world right now, Justin Bieber,

en af de største stjerner i verden lige nu, Justin Bieber,

got his start on YouTube.

begyndte op YouTube.

No one has to green-light your idea.

Ingen behøver at give grønt lys til dine ideer.

And we all now feel some ownership

Og vi føler nu et ejerskab

in our own pop culture.

i vores egen popkultur.

And these are not characteristics of old media,

og disse er ikke karakteristikker af et gammelt medium,

and they're barely true of the media of today,

og de er næsten ikke sande i dagens medier,

but they will define the entertainment of the future.

men de vil definere fremtidens underholdning.

Thank you.

Tak.

(Applause)

(Bifald)