Why videos go viral | Kevin Allocca

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

Zdravo! Ja sam Kevin Allocca. Menadžer sam za trendove na YouTubeu

and I professionally watch YouTube videos.

i profesionalno gledam YouTube snimke.

It's true.

Istina je.

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

Danas ćemo malo govoriti o tome kako snimke postaju 'zarazne',

and then why that even matters.

a potom i zašto je to uopće važno.

We all want to be stars --

Svi mi želimo biti zvijezde:

celebrities, singers, comedians --

poznate osobe, pjevači, komičari --

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

kada sam bio mlad, to se činilo jako, jako teško.

But now Web video has made it

No danas, objavljivanjem videa na Internetu,

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

svatko od nas i sve kreativne stvari koje radimo

can become completely famous

mogu postati vrlo poznate

in a part of our world's culture.

u dijelu svjetske kulture.

Any one of you could be famous on the Internet

Svatko od vas bi mogao postati poznat

by next Saturday.

do sljedeće subote.

But there are over 48 hours of video uploaded to YouTube

Ali svake se minute na YouTubeu objavi

every minute.

oko 48 sati video snimki.

And of that, only a tiny percentage

Od toga, samo jedan maleni postotak

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

postane popularan, dobije gomilu pregleda i postane kulturološki trenutak.

So how does it happen?

Kako se to dogodi?

Three things:

Tri stvari:

tastemakers, communities of participation

stvaratelji ukusa, zajednice sudjelovanja

and unexpectedness.

i neočekivanost.

All right, let's go.

Dobro, idemo pogledati.

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

(Video) Medo Vasquez: O moj Bože! O moj Bože!

Oh, my God!

O moj Bože!

Wooo!

Wooo!

Ohhhhh, wowwww!

Ooooooo! Vauuuuuuu!

KA: Last year, Bear Vasquez posted this video

KA: Prošle godine, “Medo Vaquez” objavio je ovaj video

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

koji je snimio izvan svoje kuće u Nacionalnom parku Yosemite.

In 2010, it was viewed 23 million times.

U 2010. godini pogledan je preko 23 milijuna puta.

(Laughter)

(Smijeh)

This is a chart of what it looked like

Ovo je grafikon koji pokazuje kako je to izgledalo

when it first became popular last summer.

kad je snimka postala popularna prošlog ljeta.

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

Ali on, u stvari, nije stavio ovaj video kako bi bio popularan, Medo.

He just wanted to share a rainbow.

Samo je htio podijeliti dugu.

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

Jer to radite kad se zovete yosemitski planinski medvjed.

(Laughter)

(Smijeh)

And he had posted lots of nature videos in fact.

Zapravo je objavio mnogo snimaka prirode,

And this video had actually been posted

a ova je objavljena

all the way back in January.

još u siječnju.

So what happened here?

Što se, dakle, dogodilo?

Jimmy Kimmel actually.

Jimmy Kimmel zapravo.

Jimmy Kimmel posted this tweet

On je objavio ovaj video na Tweeteru

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

kako bi ga pokrenuo, kako bi postao popularan.

Because tastemakers like Jimmy Kimmel

Jer nas stvaratelji ukusa kao što je Jimmy Kimmel

introduce us to new and interesting things

upoznaju s novim i zanimljivim stvarima

and bring them to a larger audience.

i približavaju ih široj publici.

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

(Video) Rebecca Black: ♫ Petak je, petak. Uživajmo u petku. ♫

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

♫ Svi se vesele vikendu, vikendu. ♫

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

♫ Petak, petak. Uživanje u petku. ♫

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

KA: Nadam se da niste mislili da ovaj razgovor može stvarno proći,

without talking about this video I hope.

a da ne govorimo o ovome videu.

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

"Petak" Rebecce Black jedan je od najpoznatijih videa ove godine.

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

Pogledan je približno 200 milijuna puta.

This is a chart of what it looked like.

Ovo je grafikon koji prikazuje kako je to izgledalo.

And similar to "Double Rainbow,"

Slično “Dvostrukoj dugi”,

it seems to have just sprouted up out of nowhere.

čini se kako je iznikao niotkuda.

So what happened on this day?

Dakle, što se dogodilo toga dana?

Well it was a Friday, this is true.

Pa, bio je petak, to je istina.

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

Ako se pitate o ovim šiljcima, to su također bili petci.

(Laughter)

(Smijeh)

But what about this day,

Ali što je s ovim danom,

this one particular Friday?

baš ovim petkom?

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

Tosh.0 ga je izabrao, mnogi su blogovi počeli pisati o tome.

Michael J. Nelson from Mystery Science Theater

Michael J. Nelson iz Mistery Science Theater-a

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

bio je prvi koji je objavio šalu o ovome videu na Twitteru.

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

Ali, ono što je važno jest da jedan individualac ili grupa stvaratelja ukusa

took a point of view

zauzme stajalište

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

i onda ga podijele sa širom publikom ubrzavajući proces.

And so then this community formed

Tako su ove zajednice formirane

of people who shared this big inside joke

od ljudi koji su započeli dijeliti tu veliku internu šalu

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

s drugima, a zatim su ti drugi počeli pričati o tome i raditi nove stvari s time.

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

Tako sada imamo 10.000 parodija na “Petak” na YouTubeu.

Even in the first seven days,

Već u prvih sedam dana,

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

postojala je po jedna parodija na svaki dan u tjednu.

(Laughter)

(Smijeh)

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

Za razliku od jednosmjerne zabave 20. stoljeća,

this community participation

ovo sudjelovanje zajednice

is how we become a part of the phenomenon --

je način na koji postajemo dio fenomena –

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

bilo šireći ga, bilo radeći nešto novo s njim.

(Music)

(Glazba)

So "Nyan Cat" is a looped animation

“Nyan mačka” je animacija u obliku petlje

with looped music.

s glazbom koja je u obliku petlje.

It's this, just like this.

To je ovo, samo ovo.

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

Pogledano je oko 50 milijuna puta ove godine.

And if you think that that is weird,

A ako mislite da je to čudno,

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

trebali biste znati da postoji 3-satna verzija ovoga

that's been viewed four million times.

i da je pogledana 4 milijuna puta.

(Laughter)

(Smijeh)

Even cats were watching this video.

Čak su i mačke gledale ovaj video.

(Laughter)

(Smijeh)

Cats were watching other cats watch this video.

Mačke su gledale druge mačke kako gledaju ovaj video.

(Laughter)

(Smijeh)

But what's important here

Ono što je ovdje važno

is the creativity that it inspired

jest kreativnost koja je nadahnuta

amongst this techie, geeky Internet culture.

ovom tehniziranom, štreberskom kulturom.

There were remixes.

Postoje i remiksi.

(Laughter)

(Smijeh)

Someone made an old timey version.

Netko je napravio staromodnu verziju.

(Laughter)

(Smijeh)

And then it went international.

A postalo je čak i internacionalno.

(Laughter)

(Smijeh)

An entire remix community sprouted up

Čitava remiks zajednica je izniknula

that brought it from being just a stupid joke

i pretvorila ovo od glupe šale

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

u nešto čega zaista možemo biti dio.

Because we don't just enjoy now,

Više ne samo da uživamo,

we participate.

već i sudjelujemo.

And who could have predicted any of this?

Tko je mogao predvidjeti išta od ovoga?

Who could have predicted "Double Rainbow" or Rebecca Black

Tko bi mogao predvidjeti “Dvostruku dugu” ili Rebeccu Black

or "Nyan Cat?"

ili “Nyan mačku”?

What scripts could you have written

Kakav ste scenarij mogli napisati

that would have contained this in it?

koji bi sadržavao ovo?

In a world where over two days of video

U svijetu u kojem se preko dva dana snimaka

get uploaded every minute,

objavi u jednoj minuti,

only that which is truly unique and unexpected

samo ono što je uistinu jedinstveno i neočekivano

can stand out in the way that these things have.

može se istaknuti kao što su ove stvari.

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

Kad mi je prijatelj rekao kako bih trebao pogledati jedan sjajan video

about a guy protesting bicycle fines in New York City,

o tipu koji protestira protiv kazni za bicikliste u New Yorku,

I admit I wasn't very interested.

moram priznati da nisam bio baš zainteresiran.

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

(Video) Casey Niestat: Dobio sam kaznu jer nisam vozio bicikl po biciklističkoj stazi,

but often there are obstructions

ali ondje se često nalaze prepreke

that keep you from properly riding in the bike lane.

koje ometaju pravilnu vožnju biciklističkom stazom.

(Laughter)

(Smijeh)

KA: By being totally surprising and humorous,

KA: Tako što je bio potpuno iznenađujuć i duhovit,

Casey Niestat got his funny idea and point

Casey Niestat dobio je ovu smiješnu ideju

seen five million times.

te je pogledan pet milijuna puta.

And so this approach holds

Ovakav pristup stoji

for anything new that we do creatively.

za sve novo što radimo kreativno.

And so it all brings us

Tako nas ovo dovodi

to one big question ...

do velikog pitanja…

(Video) Bear Vasquez: What does this mean?

(Video) Medo Vasquez: Što to znači?

Ohhhh.

Ohhhh...

(Laughter)

(Smijeh)

KA: What does it mean?

KA: Što to znači?

Tastemakers, creative participating communities,

Stvaratelji ukusa, kreativno sudjelovanje zajednice,

complete unexpectedness,

potpuna neočekivanost,

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

to su karakteristike nove vrste medija u kulturi

where anyone has access

u kojoj svatko ima pristup,

and the audience defines the popularity.

a publika definira popularnost.

I mean, as mentioned earlier,

Mislim, kao što sam ranije spomenuo,

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

jedan od trenutno najvećih zvijezda na svijetu, Justin Bieber,

got his start on YouTube.

započeo je na YouTubeu.

No one has to green-light your idea.

Nitko vam ne mora dati zeleno svjetlo za vašu ideju.

And we all now feel some ownership

Svi osjećamo kao da posjedujemo

in our own pop culture.

dio naše pop kulture.

And these are not characteristics of old media,

Ovo nisu karakteristike starijih medija

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

i jedva da su karakteristike današnjih,

but they will define the entertainment of the future.

ali definirat će zabavu budućnosti.

Thank you.

Hvala vam.

(Applause)

(Pljesak)