Why videos go viral | Kevin Allocca

Prevodilac: Branislav Ivkovic Lektor: Mateja Nenadovic

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

Zdravo. Ja sam Kevin Aloka i radim kao menadžer trendova

and I professionally watch YouTube videos.

na Jutjubu i profesionalno gledam

It's true.

snimke na Jutjubu. Zaista.

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

Danas ćemo pričati o tome kako snimci postaju zarazni

and then why that even matters.

i onda o tome zašto je to važno.

We all want to be stars --

Svi mi želimo da budemo zvezde -

celebrities, singers, comedians --

poznati, pevači, komičari -

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

a kada sam bio mlađi to je delovalo veoma teško.

But now Web video has made it

Međutim, Internet snimci su učinili

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

da svako od nas kao i kreativne stvari koje radimo

can become completely famous

može da postane veoma poznat

in a part of our world's culture.

u delu kulture našeg sveta.

Any one of you could be famous on the Internet

Svako od vas mogao bi da bude popularan

by next Saturday.

na Internetu do sledeće subote.

But there are over 48 hours of video uploaded to YouTube

Ali, preko 48 sati snimaka se

every minute.

dodaju na Jutjub svakog minuta.

And of that, only a tiny percentage

A od svega toga, samo mali procenat ikada postane

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

zarazan, pregledan hiljadu puta i postane kulturološki trenutak.

So how does it happen?

Kako se to dešava?

Three things:

Zbog 3 stvari:

tastemakers, communities of participation

stvaraoci ukusa, zajednice učesnika

and unexpectedness.

i neočekivanosti.

All right, let's go.

U redu, idemo.

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

(Snimak) Meda Vaskez: O, Bože. O, moj Bože!

Oh, my God!

O, moj Bože!

Wooo!

Vuuuu!

Ohhhhh, wowwww!

O, vaaau!

KA: Last year, Bear Vasquez posted this video

KA: Prošle godine, Meda Vaskez okačio je ovaj snimak

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

koji je snimio ispred svoje kuće u Nacionalom parku Josemiti.

In 2010, it was viewed 23 million times.

2010. pregledan je 23 miliona puta.

(Laughter)

(Smeh)

This is a chart of what it looked like

Ovo je grafikon koji prikazuje kako je to izgledalo

when it first became popular last summer.

kada je snimak postao popularan prošlog leta.

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

Ali Meda nije postavio onaj snimak kako bi postao popularan.

He just wanted to share a rainbow.

Samo je želeo da podeli dugu.

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

Jer to i radite kada se zovete Josemiti planinski medved.

(Laughter)

(Smeh)

And he had posted lots of nature videos in fact.

On je objavio mnogo snimaka prirode,

And this video had actually been posted

a ovaj je postavljen

all the way back in January.

još u januaru.

So what happened here?

Šta se ovde, dogodilo?

Jimmy Kimmel actually.

Džimi Kimel.

Jimmy Kimmel posted this tweet

On je objavio ovaj snimak na Tviteru,

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

što je učinilo da snimak bude toliko popularan.

Because tastemakers like Jimmy Kimmel

Jer nas stvaraoci ukusa kao što je Džimi Kimel,

introduce us to new and interesting things

upoznaju sa novim i zanimljivim stvarima

and bring them to a larger audience.

i donose ih široj publici.

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

(Snimak) Rebeka Blek: ♫ Petak je, petak. Uživajmo u petku. ♫

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

♫ Svi se raduju 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: Niste valjda pomislili da ovaj razgovor može proći

without talking about this video I hope.

bez priče o ovom snimku.

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

"Petak" Rebeke Blek je jedan od najpoznatijih snimaka ove godine.

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

Pregledan je oko 200 miliona 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 je "Dvostrukoj dugi"

it seems to have just sprouted up out of nowhere.

izgleda kao da se pojavio niotkuda.

So what happened on this day?

Dakle, šta se desilo ovog 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 špicevima, ti dani su takođe petak.

(Laughter)

(Smeh)

But what about this day,

Ali, šta je sa ovim danom,

this one particular Friday?

baš ovim petkom?

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

Komičar Toš.0 ga je izabrao, mnogi blogovi su pisali o tome.

Michael J. Nelson from Mystery Science Theater

Majkl Dž. Nelson iz Teatra naučnih misterija

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

je prvi koji se našalio o tom sminku na Tviteru.

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

Ali, ono što je važno jeste da individua ili grupa

took a point of view

stvaraoca ukusa zauzme stav i onda ga podele

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

sa širom publikom time ubrzavajući proces.

And so then this community formed

Tako se stvorila zajednica ljudi

of people who shared this big inside joke

koja je počela da deli veliku internu šalu

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

sa drugima, a onda su ti drugi počeli da pričaju o tome i rade stvari s tim.

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

Tako danas imamo 10,000 parodija na "Petak" na Jutjubu.

Even in the first seven days,

Već u prvih 7 dana,

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

postojala je po jedna parodija za svaki dan u nedelji.

(Laughter)

(Smeh)

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

Za razliku od jednosmerne zabave 20. veka

this community participation

ovo učestvovanje zajednice

is how we become a part of the phenomenon --

je način na koji postajemo deo fenomena -

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

bilo šireći ga, bilo radeći nešto novo sa njim.

(Music)

(Muzika)

So "Nyan Cat" is a looped animation

"Nijan mačka" je animacija koja se ponavlja

with looped music.

sa muzikom koja se ponavlja.

It's this, just like this.

To je sve, ovo je sve.

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

Pregledano je oko 50 miliona 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

trebalo bi da znate da postoji verzija od 3 sata

that's been viewed four million times.

i da je pregledana 4 miliona puta.

(Laughter)

(Smeh)

Even cats were watching this video.

Čak su i mačke gledale ovaj snimak.

(Laughter)

(Smeh)

Cats were watching other cats watch this video.

Mačke su gledale kako druge mačke gledaju ovaj snimak.

(Laughter)

(Smeh)

But what's important here

Ono što je ovde važno

is the creativity that it inspired

je kreativnost koja je inspirisala

amongst this techie, geeky Internet culture.

ljude u svoj toj tehno-štreberskoj kulturi.

There were remixes.

Postoje i remiksi.

(Laughter)

(Smeh)

Someone made an old timey version.

Neko je napravio staromodnu verziju.

(Laughter)

(Smeh)

And then it went international.

A postala je i međunarodna.

(Laughter)

(Smeh)

An entire remix community sprouted up

Čitava remiks zajednica se pojavila

that brought it from being just a stupid joke

i pretvorila ovu glupu šalu

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

u nešto čega zaista možemo biti deo.

Because we don't just enjoy now,

Više ne samo da uživamo,

we participate.

nego i učestvujemo.

And who could have predicted any of this?

Ko je mogao da predvidi išta od toga?

Who could have predicted "Double Rainbow" or Rebecca Black

Ko je mogao da predvidi "Dvostruku dugu" ili Rebeku Blek

or "Nyan Cat?"

ili "Nijan mačku"?

What scripts could you have written

Kakav scenario ste mogli da napišete,

that would have contained this in it?

a da sadrži ovo?

In a world where over two days of video

U svetu u kojem se preko 2 dana dugih

get uploaded every minute,

snimaka postavi u jednoj minuti,

only that which is truly unique and unexpected

samo ono što je zaista jedinstveno i neočekivano

can stand out in the way that these things have.

može da se istakne - kao što su ove stvari.

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

Kada mi je prijatelj rekao da bi trebalo da pogledam jedan sjajan

about a guy protesting bicycle fines in New York City,

snimak o tipu koji protestuje protiv kazni za bicikliste u Njujorku,

I admit I wasn't very interested.

moram da priznam da nisam bio baš zainteresovan.

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

(Snimak) Kejsi Nistat: Dobio sam kaznu jer nisam vozio bicikl po biciklističkoj stazi

but often there are obstructions

ali tamo se često nalaze prepreke

that keep you from properly riding in the bike lane.

koje ometaju vožnju biciklističkom stazom.

(Laughter)

(Smeh)

KA: By being totally surprising and humorous,

KA: Pošto je bila potpuno iznenađujuća i duhovita,

Casey Niestat got his funny idea and point

ova smešna ideja i poenta Kejsi Nistata

seen five million times.

pregledana je 5 miliona puta.

And so this approach holds

Ovakav pristup važi za sve novo

for anything new that we do creatively.

što radimo u kreativnom smislu.

And so it all brings us

Tako nas ovo dovodi

to one big question ...

do velikog pitanja...

(Video) Bear Vasquez: What does this mean?

(Snimak) Meda Vaskez: Šta to znači?

Ohhhh.

Ohhh.

(Laughter)

(Smeh)

KA: What does it mean?

KA: Šta to znači?

Tastemakers, creative participating communities,

Stvaraoci ukusa, kreativno učestvovanje zajednica,

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 novoj kulturi,

where anyone has access

koja je pristupačna svakom,

and the audience defines the popularity.

a publika je ta koja definiše popularnost.

I mean, as mentioned earlier,

Kao što sam ranije pomenuo,

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

jedna od trenutno najvećih zvezda na svetu, Džastin Biber,

got his start on YouTube.

započela je na Jutjubu.

No one has to green-light your idea.

Niko vam ne mora dati zeleno svetlo za vašu ideju.

And we all now feel some ownership

Svi osećamo kao da posedujemo

in our own pop culture.

deo naše pop kulture.

And these are not characteristics of old media,

To 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 će definisati budućnost zabave.

Thank you.

Hvala vam.

(Applause)

(Aplauz)