Why videos go viral | Kevin Allocca

Translator: Egzon Shaqiri Reviewer: Ermira Kusari

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

Pershendetje. Une jam Kevin Allocca, jam menagjer ne Youtube.

and I professionally watch YouTube videos.

dhe profesionalisht i shikoj videot e Youtube

It's true.

Eshte e vertete

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

Do te flasim pak sot se si videot jan virale

and then why that even matters.

dhe pse ajo ka rendesi

We all want to be stars --

Te gjithe duam te behemi yje

celebrities, singers, comedians --

te famshem si kengetare, komediane

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

dhe kur isha me i ri, dukej shum e veshtire ta besh.

But now Web video has made it

por tani Web video ka bere

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

qe cdonjeri nga ne ose gjerat kreative qe ne bejme

can become completely famous

mund te behen te famshme

in a part of our world's culture.

ne nje pjese te kultures boterore

Any one of you could be famous on the Internet

Gjithkush mund te behet i famshem ne internet

by next Saturday.

nga e Shtunda tjeter

But there are over 48 hours of video uploaded to YouTube

Jane mbi 48 or te nje video te ngarkuara ne youtube

every minute.

gjdo minute.

And of that, only a tiny percentage

Dhe prej saj, vetem nje perqindje e vogel

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

qe marin shume shikime behen momente kulturore.

So how does it happen?

Dhe si ndodh kjo?

Three things:

Tri gjera:

tastemakers, communities of participation

personat qe vendosin se qfare do te jete ne mode, komunitetet e pjesemarrjes

and unexpectedness.

dhe papritja.

All right, let's go.

Mire, shkojme.

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

(video) Ariu Vasquez: Oh zot. Oh, zot

Oh, my God!

Oh, zoti im!

Wooo!

Wooo!

Ohhhhh, wowwww!

Ohhhhh, wowwww!

KA: Last year, Bear Vasquez posted this video

KA: Vitin e kaluar, Ariu Vasquez postoi nje video

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

qe e kishte gjiruar jashte shtepise se tij ne Yosemite National Park.

In 2010, it was viewed 23 million times.

Ne 2010, pati 23 milione shikime.

(Laughter)

(Qeshje)

This is a chart of what it looked like

Kjo eshte nje tabele se si duket

when it first became popular last summer.

kur u be e famshe veren e kaluar

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

Por nuk e beri ate video me qellim, Ariu.

He just wanted to share a rainbow.

Vetem donte ta shperndante ylberin

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

Sepse ti e ben ate kur emri yt eshte Yosemite Mountain Bear.

(Laughter)

(Qeshje)

And he had posted lots of nature videos in fact.

Dhe ai pati shume video lidhur me natyren.

And this video had actually been posted

Dhe kjo video aktualisht u postua

all the way back in January.

ne Janar.

So what happened here?

Dhe qfar ndodhi atje?

Jimmy Kimmel actually.

Jommy Kimmel aktualisht

Jimmy Kimmel posted this tweet

Ai postoi ne twiter

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

dhe u be shume e famshme pas asaj qe beri ai.

Because tastemakers like Jimmy Kimmel

Sepse personat qe kane ndikim ne ate se qfare do te jete e modes, sikur Jimmy Kimmel

introduce us to new and interesting things

na njoh neve me gjera the reja dhe interesante

and bring them to a larger audience.

dhe i sjell ato tek nje audience me e gjere

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

(Video) 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: Pra nuk menduat qe do ta benim kete bised

without talking about this video I hope.

pa folur per kete video shpresoj.

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

Videoja e Rebecca Black's Friday eshte njera nga videot me te famshme te vitit

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

Ka gati 200 milion shikime kete vit.

This is a chart of what it looked like.

Kjo tabele tregon se si duket.

And similar to "Double Rainbow,"

Njejt sikur "Double Rainbow,"

it seems to have just sprouted up out of nowhere.

duket se erdhi nga askund.

So what happened on this day?

Pra qfare ndodhi ne kete dit?

Well it was a Friday, this is true.

Ishte e premte, e vertet.

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

Dhe nese mendoni per keto tjerat video, eshte e premte gjithashtu.

(Laughter)

(Qeshje)

But what about this day,

Por qka rreth kesaj dite,

this one particular Friday?

Kete te premte?

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

Pra Tosh.0 mori shume blogs qe shkruanin per te.

Michael J. Nelson from Mystery Science Theater

Micahel J.Nelson nga Mystery Science Theater

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

ishte njeri nga i pari njeri qe postoi nje shaka rreth kesaj video ne Twitter

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

Pro qka eshte e rendesishmja qe nje individ ose grup i personave me ndikim ne ate qfare do jete e modes

took a point of view

morren nje pike shikimi

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

dhe ata shpernade ne nje audience te madhe.

And so then this community formed

Dhe keshtu ky komunitet u formua

of people who shared this big inside joke

nga njerezit qe shperndane kete shaka te madhe

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

dhe filluan te flasin rreth saj dhe bene gjera me te.

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

Dhe tani jane 10.000 vidoe ne youtube te ngjashme si "Friday"

Even in the first seven days,

Madje edhe ne 7 ditet e para,

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

ishte nje video nga gjdo dite.

(Laughter)

(Qeshje)

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

Ndryshe nga argetimet e shekullit 20,

this community participation

ky komunitet

is how we become a part of the phenomenon --

eshte se si behemi nje pjese e fenomenit

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

ose duke e shperndare ose duke krijuar diqka te re me te.

(Music)

(Muzik)

So "Nyan Cat" is a looped animation

Keshtu "Nyan cat" eshte nje animacion

with looped music.

me muzik.

It's this, just like this.

Eshte Keshtu.

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

KA rreth 50 milion shikime kete vit.

And if you think that that is weird,

Dhe nese mendoni se eshte qudi,

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

Duhet te dini se eshte nje version 3 or i kesaj

that's been viewed four million times.

qe eshte shikur rreth 4 milion here.

(Laughter)

(Qeshje)

Even cats were watching this video.

Macet gjithashtu shikonin kete video.

(Laughter)

(Qeshje)

Cats were watching other cats watch this video.

Macet shikonin macet e tjera duke shikuar kete video.

(Laughter)

(Qeshje)

But what's important here

Por qka eshte e rendesishme ketu

is the creativity that it inspired

eshte kreativiteti qe inspiroi

amongst this techie, geeky Internet culture.

gjate kesaj ne kulturen e internetit.

There were remixes.

Kishte gjithashtu remixe.

(Laughter)

(Qeshje)

Someone made an old timey version.

Dikush beri nje si ne kohet e vjetra.

(Laughter)

(Qeshje)

And then it went international.

Dhe pastaj ne menyr internacionale.

(Laughter)

(Qeshje)

An entire remix community sprouted up

Nje remix komunitet doli

that brought it from being just a stupid joke

qe beri qe nga nje shaka

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

te diqka qe u be pjese.

Because we don't just enjoy now,

Sepse tani jo vetem qe kenaqemi, por

we participate.

edhe marrim pjese.

And who could have predicted any of this?

Dhe kush mund ta ket menduar kete?

Who could have predicted "Double Rainbow" or Rebecca Black

Kush mund ta ket parashikuar "Double rainbow" ose Rebecca Black

or "Nyan Cat?"

ose "Nyan Cat?"

What scripts could you have written

Qfar skripte mund te kene shkruar

that would have contained this in it?

qe mund ta kene kete?

In a world where over two days of video

Ne nje bote ku mbi 48 ore gjirimesh

get uploaded every minute,

ngarkohen cdo minute

only that which is truly unique and unexpected

vetem ajo qe eshte shume unike dhe e papritur

can stand out in the way that these things have.

mund te dallohen nga turma ne menyren se si keto video kane bere

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

Kur nje shok me tha ta shikoj kete video

about a guy protesting bicycle fines in New York City,

te nje djali qe protestoi per gjobat e bicikletave ne New York,

I admit I wasn't very interested.

e pranoj qe nuk isha shume i interesuar

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

(Video) Casey Niestat: Pra mora nje gjobe qe nuk vozita ne rrugen qe duhej,

but often there are obstructions

por shpesh ka pengesa

that keep you from properly riding in the bike lane.

qe te mbajne larg rruges se duhur.

(Laughter)

(Qeshje)

KA: By being totally surprising and humorous,

KA: Duke qene plotesisht befasues dhe me humor

Casey Niestat got his funny idea and point

Casey Niestat beri qe me idene e tij qesharake dhe argumentin

seen five million times.

te merr rreth 5 milion shikime.

And so this approach holds

Dhe kjo ndodh

for anything new that we do creatively.

per cdo gje qe ne e bejme ne menyre kreative

And so it all brings us

Dhe e gjithe kjo na shpie

to one big question ...

te nje pyetje e madhe...

(Video) Bear Vasquez: What does this mean?

(Video) Bear Vasquez: Cfare do te thote kjo?

Ohhhh.

Ohhh.

(Laughter)

(Qeshje)

KA: What does it mean?

KA: Qka do te thote kjo?

Tastemakers, creative participating communities,

Personat me ndikim ne ate se qfare do jete e modes, komunitetet kreative pjesemarrese,

complete unexpectedness,

paparashikime,

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

keto jane karakteristika te nje medie te re dhe nje kulture te re

where anyone has access

ku gjithkush ka te drejte hyrjeje

and the audience defines the popularity.

dhe audienca percakton pupullaritetin.

I mean, as mentioned earlier,

Dua te them si me heret,

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

njeri nga yjet me te medha ne bote tani,Justin Bieber,

got his start on YouTube.

filloi karrieren ne YouTube

No one has to green-light your idea.

Askush nuk mundet ti thyej ideat e tua.

And we all now feel some ownership

Dhe te gjithe tani ndihemi si pronar

in our own pop culture.

ne kulturen tone.

And these are not characteristics of old media,

Keto nuk jane karakteristika te nje medie te vjeter

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

Dhe tani eshte me e reja medie,

but they will define the entertainment of the future.

pra do ta definojne te ardhmen.

Thank you.

Faleminderit

(Applause)

(Duartrokitje)