Why videos go viral | Kevin Allocca

Translator: Courtney Ngo Reviewer: Schubert Malbas

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

Hi. Ako si Kevin Allocca, ako ang trends manager sa YouTube

and I professionally watch YouTube videos.

at ako ay propesyonal na nanunood ng mga bidyo sa YouTube.

It's true.

Totoo.

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

Pag-uusapan natin ngayong araw kung papaano sumisikat ang mga bidyo

and then why that even matters.

at kung bakit ba naman ito mahalaga.

We all want to be stars --

Gusto nating lahat na maging artista --

celebrities, singers, comedians --

mga artista, mang-aawit, komedyante --

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

noong bata ako, napakahirap gawin ng pangarap na iyon.

But now Web video has made it

Pero nagawa ng mga bidyo sa Web

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

na kahit sinuman sa atin, o kahit anumang bagay na nakakamangha

can become completely famous

ay maaring maging sikat

in a part of our world's culture.

at maging bahagi ng kultura ng mundo.

Any one of you could be famous on the Internet

Kahit sinuman sa inyo ay pwede nang sumikat sa Internet

by next Saturday.

pagdating ng susunod na Sabado.

But there are over 48 hours of video uploaded to YouTube

Ngunit higit sa 48 oras ng mga bidyo ang ina-upload sa YouTube

every minute.

kada minuto.

And of that, only a tiny percentage

At sa mga iyon, isang maliit na porsiyento lamang

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

ang sumisikat at nakakakuha ng madaming manonood, at nagiging cultural moment.

So how does it happen?

Kaya, ano nga ba ang nangyayari?

Three things:

Tatlong bagay:

tastemakers, communities of participation

Mga tastemaker, mga komunidad na lumalahok,

and unexpectedness.

at mga hindi-inaasahan.

All right, let's go.

Sige, tingnan natin.

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

(Bidyo) Bear Vasquez: Diyos ko po. Diyos ko po.

Oh, my God!

Diyos ko po!

Wooo!

Wooo!

Ohhhhh, wowwww!

Ohhhhh, wowwww!

KA: Last year, Bear Vasquez posted this video

KA: Noong nakalipas na taon, pinost ni Bear Vasquez ang palabas na ito

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

na kanyang kinuha sa labas ng kanyang bahay sa Yosemite National Park.

In 2010, it was viewed 23 million times.

Noong 2012, pinanood ito ng 23 milyong beses.

(Laughter)

(Tawanan)

This is a chart of what it looked like

Ito ay isang chart na maglalarawan sa sitwasyon

when it first became popular last summer.

noong unang sumikat ito noong nakalipas na summer.

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

Pero hindi sinadya ni Bear na gumawa ng bidyo para sumikat.

He just wanted to share a rainbow.

Gusto niya lamang ibahagi ang isang bahaghari.

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

Kasi iyon ang ginagawa mo kapag ang pangalan mo ay Yosemite Mountain Bear.

(Laughter)

(Tawanan)

And he had posted lots of nature videos in fact.

Sa katunayan, madami siyang pinost na bidyo tungkol sa kalikasan.

And this video had actually been posted

At itong bidyo ay pinost

all the way back in January.

noong Enero pa.

So what happened here?

So ano ang nangyari dito?

Jimmy Kimmel actually.

Si Jimmy Kimmel.

Jimmy Kimmel posted this tweet

Pinost ni Jimmy Kimmel ang tweet na ito

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

na siyang magpapasikat sa bidyo.

Because tastemakers like Jimmy Kimmel

Dahil ang mga tastemaker na tulad ni Jimmy Kimmel

introduce us to new and interesting things

ang nagpapakilala sa atin ng bago at interesanteng mga bagay

and bring them to a larger audience.

at naidadala nila ito sa mas malaking madla.

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

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

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

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

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

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

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

KA: Sana hindi niyo naman inakalang mabubuo ang usapang ito

without talking about this video I hope.

na papalampasin lang ang bidyong ito.

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

Ang kantang "Friday" ni Rebecca Black ay isa sa mga pinakasikat na bidyo ngayong taon.

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

Pinanood ito ng halos 200 milyong beses ngayong taon.

This is a chart of what it looked like.

Ito ay isang chart na naglalarawan dito.

And similar to "Double Rainbow,"

Katulad ng "Double Rainbow,"

it seems to have just sprouted up out of nowhere.

parang bigla na lang lumitaw mula sa wala.

So what happened on this day?

Ano nga ba ang nangyari noong araw na ito?

Well it was a Friday, this is true.

Biyernes nga iyan, tama.

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

At kung nagtataka kayo kung bakit may mga biglang taas, Biyernes din iyan.

(Laughter)

(Tawanan)

But what about this day,

Pero ano naman sa araw na ito,

this one particular Friday?

itong Biyernes na ito?

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

Well, nakita ito ni Tosh.0, at dumami ang mga blog na nagsusulat tungkol dito.

Michael J. Nelson from Mystery Science Theater

Si Michael J. Nelson mula sa Mystery Science Theater

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

ay isa sa mga naunang nagbiro tungkol sa bidyo sa Twitter.

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

Ngunit ang mahalaga ay may isa o iilang tastemaker

took a point of view

na nagbigay ng kanilang pananaw

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

at ibinahagi ito sa mas malaking madla, na nagpabilis sa proseso.

And so then this community formed

Kaya agad nabuo itong komunidad

of people who shared this big inside joke

ng mga tao na may alam sa joke na ito

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

at pinag-uusapan, at gumagawa ng may kinalaman dito.

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

Ngayon, may 10,000 parody ng "Friday" sa YouTube.

Even in the first seven days,

Kahit sa unang pitong araw,

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

may parody na para sa bawat araw ng linggo.

(Laughter)

(Tawanan)

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

Hindi tulad ng one-way entertainment ng ika-20 siglo,

this community participation

ang paglahok ng komunidad

is how we become a part of the phenomenon --

ang nagsusulong ng pagiging phenomenon --

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

sa pagpapakalat ng ideya o sa paggawa ng bagong ideya.

(Music)

(Tugtog)

So "Nyan Cat" is a looped animation

Ang "Nyan Cat" ay paulit-ulit na animasyon

with looped music.

at may kasamang paulit-ulit na musika.

It's this, just like this.

Ganito lang siya, ganito lang talaga siya.

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

Pinanood ito ng halos 50 milyong beses ngayong taon.

And if you think that that is weird,

At kung sa tingin mo kakaiba ito,

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

kailangan mong malaman na may bersyon na higit 3 oras

that's been viewed four million times.

na pinanood ng 4 milyong beses.

(Laughter)

(Tawanan)

Even cats were watching this video.

Pati ang mga pusa na nanunood nitong bidyo.

(Laughter)

(Tawanan)

Cats were watching other cats watch this video.

May mga pusang nanunood ng ibang pusang nanunood nito.

(Laughter)

(Tawanan)

But what's important here

Pero ang mahalaga dito

is the creativity that it inspired

ay ang pagkamalikhain na napukaw nito

amongst this techie, geeky Internet culture.

sa kulturang techie geeky ng Internet.

There were remixes.

May mga ginawang remix.

(Laughter)

(Tawanan)

Someone made an old timey version.

May gumawa ng makalumang bersyon.

(Laughter)

(Tawanan)

And then it went international.

Tapos naging pandaigdigan.

(Laughter)

(Tawanan)

An entire remix community sprouted up

Sumulpot ang isang komunidad

that brought it from being just a stupid joke

na nagdala ng "Nyan Cat" mula sa isang biro

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

papunta sa isang bagay na kasapi tayo.

Because we don't just enjoy now,

Dahil ngayon, hindi lang tayo natutuwa,

we participate.

lumalahok na rin tayo.

And who could have predicted any of this?

At sino ba ang mag-aakala sa mga ito?

Who could have predicted "Double Rainbow" or Rebecca Black

Sinong makaka-isip ng "Double Rainbow" o Rebecca Black

or "Nyan Cat?"

o "Nyan Cat?"

What scripts could you have written

Anong iskrip ang iyong maisusulat

that would have contained this in it?

na ganito ang nilalaman?

In a world where over two days of video

Sa isang mundo na may higit 2 araw na bidyo

get uploaded every minute,

ang ina-upload kada-minuto,

only that which is truly unique and unexpected

ang mga tunay na kakaiba, ang hindi inaasahan

can stand out in the way that these things have.

ang tunay na mangingibabaw tulad ng mga ito.

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

Noon, sinabi ng kaibigan ko na kailangan kong tingnan itong nakakatuwang bidyo

about a guy protesting bicycle fines in New York City,

tungkol sa isang lalaking umaalma sa mga bicycle fine sa Lungsod ng New York,

I admit I wasn't very interested.

inaamin kong hindi ako interesado.

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

(Bidyo) Casey Niestat: Nakakuha ako ng ticket dahil hindi ako nanatili sa bike lane,

but often there are obstructions

pero minsan may mga harang

that keep you from properly riding in the bike lane.

na pumipigil sa iyo na magbisikleta ng maayos sa bike lane.

(Laughter)

(Tawanan)

KA: By being totally surprising and humorous,

KA: Sa pagiging tunay na kabigla-bigla, at nakakatawa,

Casey Niestat got his funny idea and point

nagawa ni Casey Niestat na mapanood ang kanyang opinyon

seen five million times.

ng 5 milyong beses.

And so this approach holds

Kaya tama itong pamamaraan natin

for anything new that we do creatively.

na maging malikhain sa mga bagong bagay.

And so it all brings us

At ngayon, dumating na tayo

to one big question ...

sa isang malaking tanong ...

(Video) Bear Vasquez: What does this mean?

(Bidyo) Bear Vazquez: Ano ang ibig sabihin nito?

Ohhhh.

Ohhhh.

(Laughter)

(Tawanan)

KA: What does it mean?

KA: Ano ang ibig sabihin nito?

Tastemakers, creative participating communities,

Mga tastemaker, malikhaing komunidad na lumalahok,

complete unexpectedness,

at ang hindi talaga inaasahan,

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

ito ang mga katangian ng bagong uri ng media at bagong uri ng kultura

where anyone has access

kung saan kahit sinuman ang nakakapanood

and the audience defines the popularity.

at ang mga manonood ang huhusga sa magiging kasikatan nito.

I mean, as mentioned earlier,

Ibig ko lang sabihin, tulad ng nasabi kanina,

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

isa sa mga pinakasikat na artista sa mundo ngayon, si Justin Bieber,

got his start on YouTube.

ay nagsimula rin sa YouTube.

No one has to green-light your idea.

Hindi mo kailangang humingi ng pahintulot sa iba.

And we all now feel some ownership

Ngayon, lahat tayo ang nagmamay-ari

in our own pop culture.

ng ating sariling pop cuture.

And these are not characteristics of old media,

At hindi ito katangian ng lumang media,

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

pati ng media natin sa kasalukuyan,

but they will define the entertainment of the future.

ngunit ito ang batayan ng larangan ng pagbibigay-aliw sa hinaharap.

Thank you.

Salamat.

(Applause)

(Palakpakan)