Why videos go viral | Kevin Allocca

Translator: Mailis Laos Reviewer: Aari Lemmik

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

Tere, olen Kevin Allocca, töötan trendimänedžerina YouTube'is

and I professionally watch YouTube videos.

ja mu tööks on vaadata YouTube'i videoid.

It's true.

See on tõsi.

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

Räägime täna sellest, kuidas videod üleöö populaarseks saavad

and then why that even matters.

ja miks on see oluline.

We all want to be stars --

Me kõik tahame olla staarid -

celebrities, singers, comedians --

kuulsused, lauljad, koomikud.

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

Kui ma noor olin, tundus selle saavutamine peaaegu võimatu.

But now Web video has made it

Kuid nüüd võib tänu veebivideole igaüks või igaühe looming

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

can become completely famous

saavutada suure tuntuse,

in a part of our world's culture.

saada maailmakultuuri osaks.

Any one of you could be famous on the Internet

Igaüks meist võib saada internetis kuulsaks

by next Saturday.

järgmiseks laupäevaks.

But there are over 48 hours of video uploaded to YouTube

Kuid YouTube'i laaditakse minutis üle 48 tunni videoid.

every minute.

And of that, only a tiny percentage

Neist vaid tühine protsent

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

saab hitiks, kogub tuhandeid vaatamisi ning saab osaks kultuurist.

So how does it happen?

Kuidas see toimub?

Three things:

Tänu kolmele asjale:

tastemakers, communities of participation

trendiloojatele, osalejate kogukondadele

and unexpectedness.

ja ettenägematusele.

All right, let's go.

Olgu, alustame.

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

(Video)

Karu Vasquez: "Oh, Jumal, oh, Jumal...

Oh, my God!

Issand Jumal!

Wooo!

Uuuu!

Ohhhhh, wowwww!

Ouuuuu, vauuuuu!

KA: Eelmisel aastal postitas Karu Vasquez video,

KA: Last year, Bear Vasquez posted this video

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

mille ta filmis oma õuel Yosemite rahvuspargis.

In 2010, it was viewed 23 million times.

2010. aastal vaadati seda 23 miljonit korda.

(Laughter)

(Naer)

This is a chart of what it looked like

Siin on graafik, kuidas see sai popiks eelmisel suvel.

when it first became popular last summer.

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

Aga Karul polnud muidugi alguses plaanis teha hittvideot.

He just wanted to share a rainbow.

Ta lihtsalt tahtis jagada oma vikerkaart.

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

Sest seda tuleb ju teha, kui su nimi on Yosemite'i Mägikaru.

(Laughter)

(Naer)

And he had posted lots of nature videos in fact.

Tegelikult on ta postitanud palju loodusvideoid.

And this video had actually been posted

Ja selle video postitas ta tegelikult juba jaanuaris.

all the way back in January.

So what happened here?

Mis siis juhtus siin?

Jimmy Kimmel actually.

Jimmy Kimmel juhtus.

Jimmy Kimmel posted this tweet

Jimmy Kimmel postitas säutsu,

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

mis andis selle video populaarsusele avalöögi.

Because tastemakers like Jimmy Kimmel

Sest trendiloojad nagu Jimmy Kimmel

introduce us to new and interesting things

tutvustavad meile uusi huvitavaid asju

and bring them to a larger audience.

ja toovad need laia publiku ette.

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

(Video) Rebecca Black: ♫ On reede, reede. Kätte jõudnud reede. ♫

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

♫ Kõik juba ootavad nädala lõppu, lõppu. ♫

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

♫ Reede, reede. Kätte jõudnud reede. ♫

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

KA: Sa ju ei arvanud, et saame selle teema puhul

without talking about this video I hope.

mööda minna sellest videost.

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

Rebecca Blacki "Reede" on üks popmaid videoid sel aastal.

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

Seda on tänavu vaadatud ligi 200 miljonit korda.

This is a chart of what it looked like.

Selline näeb välja graafik

And similar to "Double Rainbow,"

ja sarnaselt "Topeltvikerkaarega"

it seems to have just sprouted up out of nowhere.

paistab see üleskargavat tühja koha pealt.

So what happened on this day?

Mis tol päeval juhtus?

Well it was a Friday, this is true.

Oli reede, tõsi.

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

Ja kui sa imestad neid teisi tippe, siis need on samuti reeded.

(Laughter)

(Naer)

But what about this day,

Aga mis toimus sel päeval,

this one particular Friday?

sel konkreetsel reedel?

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

Tosh.0 mainis seda ja sellest hakati blogima.

Michael Nelson telesarjast "Mystery Science Theater"

Michael J. Nelson from Mystery Science Theater

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

oli esimene, kes postitas nalja video kohta Twitterisse.

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

Tähtis on see, et üks või rühm trendiloojaid võtsid sõna

took a point of view

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

ja jagasid seda laiema kuulajaskonnaga, kiirendades protsessi.

And so then this community formed

Ja siis moodustus kogukond,

of people who shared this big inside joke

kes jagas omavahel seda sisenalja,

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

ja nad hakkasid sellest rääkima ja igasugu asju tegema.

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

Ja nüüd on YouTube'is ligi 10 000 "Reede" paroodiat.

Even in the first seven days,

Juba esimese seitsme päeva jooksul

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

oli seal üks paroodia iga teise nädalapäeva kohta.

(Laughter)

(Naer)

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

Erinevalt 20. sajandi ühesuunalisest meelelahutusest,

this community participation

annab selline kogukondlik osalemine,

is how we become a part of the phenomenon --

võimaluse fenomenis kaasa lüüa -

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

kas seda levitades või tehes sellest midagi uut.

(Music)

(Muusika)

So "Nyan Cat" is a looped animation

"Mjäu kiisu" on korduv animatsioon

with looped music.

koos korduva muusikaga.

It's this, just like this.

See lihtsalt ongi.

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

Seda on vaadatud sel aastal ligi 50 miljonit korda.

And if you think that that is weird,

Ja kui sa arvad, et see on imelik,

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

siis tea, et sellest on ka 3-tunnine versioon,

that's been viewed four million times.

mida on vaadatud 4 miljonit korda.

(Laughter)

(Naer)

Even cats were watching this video.

Isegi kassid vaatavad seda videot.

(Laughter)

(Naer)

Cats were watching other cats watch this video.

Kassid vaatavad, kuidas teised kassid vaatavad videot.

(Laughter)

(Naer)

But what's important here

Kuid tähtis on siinjuures see loovus, mis lahvatas

is the creativity that it inspired

amongst this techie, geeky Internet culture.

tehno-giikide internetikultuuris.

There were remixes.

Tehti remikse.

(Laughter)

(Naer)

Someone made an old timey version.

Keegi tegi vanaaegse versiooni.

(Laughter)

(Naer)

And then it went international.

Ja siis see muutus rahvusvaheliseks.

(Laughter)

(Naer)

An entire remix community sprouted up

Tekkis terve remiksijate kogukond

that brought it from being just a stupid joke

ja muutis selle, mis alguses oli vaid rumal nali,

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

millekski, milles me kõik saame osaleda.

Because we don't just enjoy now,

Nüüd me üksnes ei naudi,

we participate.

vaid ka osaleme.

And who could have predicted any of this?

Ja kes oleks osanud midagi sellist ennustada?

Who could have predicted "Double Rainbow" or Rebecca Black

Kes oleks ennustanud "Topeltvikerkaart", Rebecca Blacki või "Mjäu kiisut"?

or "Nyan Cat?"

What scripts could you have written

Milline oleks olnud see stsenaarium,

that would have contained this in it?

kus kõik see oleks sees olnud?

In a world where over two days of video

Maailmas, kus kahe päeva jagu videoid

get uploaded every minute,

laaditakse üles iga minut,

only that which is truly unique and unexpected

saab vaid see, mis on tõesti eriline ja ootamatu,

can stand out in the way that these things have.

tõusta esile nagu need videod.

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

Kui sõber ütles, et pean vaatama seda super videot

about a guy protesting bicycle fines in New York City,

noormehest, kes protestib rattatrahvi vastu New Yorgis,

I admit I wasn't very interested.

siis polnud ma eriti huvitatud.

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

(Video) Casey Niestat: Sain trahvi, sest ei sõitnud rattarajal.

but often there are obstructions

kuid sageli on seal takistusi,

that keep you from properly riding in the bike lane.

mis ei lase sul normaalselt rattarajal sõita.

(Laughter)

(Naer)

KA: Oma üllatusliku ja humoorika videoga

KA: By being totally surprising and humorous,

Casey Niestat got his funny idea and point

on Casey Niestat pannud inimesi

seen five million times.

vaatama oma lugu 5 miljonit korda.

And so this approach holds

Selline lähenemine toimib

for anything new that we do creatively.

kõige uue puhul, mida me loominguliselt teeme.

And so it all brings us

Ja see kõik viib meid

to one big question ...

ühe suure küsimuse ette ...

(Video) Bear Vasquez: What does this mean?

(Video) Karu Vasquez: Mida see tähendab?

Ohhhh.

Ahhh...

(Laughter)

(Naer)

KA: What does it mean?

KA: Mida see tähendab?

Tastemakers, creative participating communities,

Trendiloojad, osalusloomingu kogukonnad,

complete unexpectedness,

täielik ootamatus,

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

need on tunnusjoonteks uuele meediale ja uuele kultuurile,

where anyone has access

millele igaühel on ligipääs

and the audience defines the popularity.

ja kus publik otsustab populaarsuse.

I mean, as mentioned earlier,

Nagu varem mainisin,

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

alustas maailma üks suurimaid staare, Justin Bieber, YouTube'is.

got his start on YouTube.

No one has to green-light your idea.

Pole vaja, et keegi su ideele rohelist tuld näitaks.

And we all now feel some ownership

Ja me kõik tunneme,

in our own pop culture.

et meie popkultuur on meie endi oma.

And these are not characteristics of old media,

Ja need pole vana meedia tunnusjooned,

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

need peavad vaevalt paika tänapäeval,

but they will define the entertainment of the future.

kuid kindlasti määratlevad need meelelahutust tulevikus.

Thank you.

Aitäh.

(Applause)

(Aplaus)