What makes something go viral? | Dao Nguyen

Prevodilac: Marija Cvijic Lektor: Ivana Krivokuća

Last year, some BuzzFeed employees were scheming

Prošle godine su se udružili neki zaposleni u Bazfidu

to prank their boss, Ze Frank,

da podvale svom šefu, Ze Frenku,

on his birthday.

na njegov rođendan.

They decided to put a family of baby goats in his office.

Odlučili su da stave porodicu jarića u njegovu kancelariju.

(Laughter)

(Smeh)

Now, BuzzFeed had recently signed on to the Facebook Live experiment,

Bazfid se nedavno priključio eksperimentu Fejsbuk uživo,

and so naturally,

stoga smo, naravno,

we decided to livestream the whole event on the internet

odlučili da prenosimo ceo događaj uživo na internetu

to capture the moment when Ze would walk in

i uhvatimo momenat kada će Ze da ušeta

and discover livestock in his office.

i otkrije životinje u svojoj kancelariji.

We thought the whole thing would last maybe 10 minutes,

Mislili smo da će cela stvar da traje možda 10 minuta,

and a few hundred company employees would log in for the inside joke.

i da će se nekoliko stotina zaposlenih ulogovati zbog interne šale.

But what happened?

Međutim, šta se dogodilo?

Ze kept on getting delayed:

Ostavljeni su da čekaju:

he went to get a drink,

on je otišao na piće,

he was called to a meeting,

bio je pozvan na sastanak,

the meeting ran long,

sastanak se odužio,

he went to the bathroom.

otišao je do kupatila.

More and more people started logging in to watch the goats.

Sve više i više ljudi počelo je da se prijavljuje kako bi gledali jariće.

By the time Ze walked in more than 30 minutes later,

U vreme kada je Ze ušetao, što je bilo više od 30 minuta kasnije,

90,000 viewers were watching the livestream.

90 000 gledalaca gledalo je prenos uživo.

Now, our team had a lot of discussion about this video

Naš tim je mnogo razgovarao o ovom snimku

and why it was so successful.

i o tome zbog čega je bio toliko uspešan.

It wasn't the biggest live video that we had done to date.

To nije bio najveći video uživo koji smo do tada uradili.

The biggest one that we had done involved a fountain of cheese.

Najveći koji smo uradili bio je onaj sa fontanom od sira.

But it performed so much better than we had expected.

Ipak, ovaj je ispao mnogo bolje nego što smo očekivali.

What was it about the goats in the office that we didn't anticipate?

Šta je to bilo vezano za jariće u kancelariji što nismo predvideli?

Now, a reasonable person could have any number of hypotheses.

Prosečna osoba bi mogla da iznese gomilu pretpostavki.

Maybe people love baby animals.

Možda ljudi vole mladunčad životinja.

Maybe people love office pranks.

Možda ljudi vole podvale na poslu.

Maybe people love stories about their bosses

Možda ljudi vole priče o svojim šefovima

or birthday surprises.

ili rođendanskim iznenađenjima.

But our team wasn't really thinking about what the video was about.

Ali naš tim nije zaista razmišljao o čemu se radilo na snimku.

We were thinking about

Mi smo razmišljali

what the people watching the video were thinking and feeling.

o čemu su ljudi koji su gledali snimak razmišljali i kako su se osećali.

We read some of the 82,000 comments that were made during the video,

Pročitali smo neke od 82 000 komentara koji su napisani tokom snimka,

and we hypothesized that they were excited

i pretpostavili smo da su bili uzbuđeni

zato što su učestvovali u zajedničkom naslućivanju

because they were participating in the shared anticipation

of something that was about to happen.

nečega što će se upravo dogoditi.

They were part of a community, just for an instant,

Bili su deo zajednice, pa makar i na sekund,

and it made them happy.

i to ih je učinilo srećnim.

So we decided that we needed to test this hypothesis.

Stoga smo odlučili da moramo da testiramo ovu pretpostavku.

What could we do to test this very same thing?

Šta bismo mogli da uradimo da testiramo tu istu stvar?

The following week,

Sledeće nedelje,

armed with the additional knowledge that food videos are very popular,

naoružani dodatnim znanjem da su snimci o hrani veoma popularni,

we dressed two people in hazmat suits

obukli smo dvoje ljudi u zaštitno odelo

and wrapped rubber bands around a watermelon until it exploded.

i obmotavali lubenicu gumicama dok nije eksplodirala.

(Laughter)

(Smeh)

Eight hundred thousand people watched

Osamsto hiljada ljudi je gledalo

the 690th rubber band explode the watermelon,

eksploziju lubenice nakon 690. gumice,

marking it as the biggest Facebook Live event to date.

čime je to postao najveći događaj Fejsbuka uživo do sada.

The question I get most frequently is:

Pitanje koje ja najčešće dobijam je

How do you make something go viral?

kako učiniti da nešto postane viralno?

The question itself is misplaced;

To pitanje je pogrešno samo po sebi;

it's not about the something.

nije stvar u nečemu.

It's about what the people doing the something,

Stvar je u ljudima koji to nešto rade,

reading or watching --

čitaju ili gledaju -

what are they thinking?

o čemu oni razmišljaju?

Now, most media companies, when they think about metadata,

Većina medijskih kompanija, kada razmišljaju o metapodacima,

they think about subjects or formats.

razmišljaju o predmetu ili formi.

It's about goats,

U pitanju su jarići,

it's about office pranks,

u pitanju su podvale na poslu,

it's about food,

u pitanju je hrana,

it's a list or a video or a quiz,

u pitanju je lista ili video ili kviz,

it's 2,000 words long,

ima 2 000 reči,

it's 15 minutes long,

dugačak je 15 minuta,

it has 23 embedded tweets or 15 images.

ima 23 tvitova ili 15 slika.

Now, that kind of metadata is mildly interesting,

To je vrsta metapodataka koja je donekle interesantna,

but it doesn't actually get at what really matters.

ali se ona ne bavi onim što je zaista bitno.

What if, instead of tagging what articles or videos are about,

Šta ako bismo se, umesto oznaka o čemu se u članku ili snimku radi,

what if we asked:

u stvari zapitali

How is it helping our users do a real job in their lives?

kako ovo pomaže našim korisnicima da zaista urade nešto u svojim životima?

Last year, we started a project

Proše godine, započeli smo projekat

to formally categorize our content in this way.

u kom zvanično kategorizujemo naš sadržaj na ovaj način.

We called it, "cultural cartography."

Nazvali smo ga „kulturna kartografija“.

It formalized an informal practice that we've had for a really long time:

On je ozvaničio praktično znanje koje smo sticali jako dugo:

don't just think about the subject matter;

ne razmišljajte samo o temi;

think also about, and in fact, primarily about,

razmišljajte takođe, u stvari, razmišljajte primarno

the job that your content is doing for the reader or the viewer.

o funkciji koju vaš sadržaj obavlja za čitaoca ili gledaoca.

Let me show you the map that we have today.

Da vam pokažem mapu koji imamo danas.

Each bubble is a specific job,

Svaki mehurić predstavlja određenu funkciju

and each group of bubbles in a specific color are related jobs.

i svaka grupa mehurića u određenoj boji predstavlja povezane funkcije.

First up: humor.

Prvo: humor.

"Makes me laugh."

„Zasmejava me.“

There are so many ways to make somebody laugh.

Postoji toliko načina da nasmejete nekoga.

You can be laughing at someone,

Možete se smejati nekome,

you could laugh at specific internet humor,

možete se smejati nekoj šali sa interneta,

you could be laughing at some good, clean, inoffensive dad jokes.

možete se smejati onim starim, dobrim, neuvredljivim vicevima.

"This is me." Identity.

„Ovo sam ja.“ Identitet.

People are increasingly using media to explain, "This is who I am.

Ljudi sve više koriste medije da pokažu: „Ovo sam ja.

This is my upbringing, this is my culture,

Ovo je moje vaspitanje, ovo je moja kultura,

this is my fandom, this is my guilty pleasure,

ovo je ono što volim, ovo je moj tajni užitak,

and this is how I laugh about myself."

a ovako se ja smejem sebi.“

"Helps me connect with another person."

„Pomaže mi da se povežem sa drugom osobom.“

This is one of the greatest gifts of the internet.

Ovo je jedan od najvećih darova interneta.

It's amazing when you find a piece of media

Neverovatno je kada nađete nešto

that precisely describes your bond with someone.

što precizno opisuje vaš odnos sa nekim.

This is the group of jobs that helps me do something --

Ovo je grupa funkcija koje mi pomažu da uradim nešto -

helps me settle an argument,

pomažu mi da rešim prepirku,

helps me learn something about myself or another person,

pomažu mi da naučim nešto o sebi ili o drugoj osobi,

or helps me explain my story.

ili mi pomažu da objasnim svoju priču.

This is the group of jobs that makes me feel something --

Ovo je grupa funkcija koji čine da osećam nešto -

makes me curious or sad or restores my faith in humanity.

čine me radoznalim ili tužnim, ili mi vraćaju veru u čovečanstvo.

Many media companies and creators do put themselves

Mnoge medijske kompanije i tvorci stavljaju sebe

in their audiences' shoes.

na mesto svoje publike.

But in the age of social media, we can go much farther.

Ali u doba društvenih medija, možemo ići mnogo dalje.

People are connected to each other on Facebook, on Twitter,

Ljudi su međusobno povezani putem Fejsbuka i Tvitera,

and they're increasingly using media to have a conversation

i sve više koriste medije da bi komunicirali

and to talk to each other.

i da bi razgovarali.

If we can be a part of establishing a deeper connection between two people,

Ako možemo biti deo uspostavljanja dublje povezanosti između dve osobe,

then we will have done a real job for these people.

onda bismo uradili pravu stvar za ove ljude.

Let me give you some examples of how this plays out.

Da vam dam neke primere kako ovo izgleda.

This is one of my favorite lists:

Ovo je jedna od mojih omiljenih lista:

"32 Memes You Should Send Your Sister Immediately" --

„32 mema koje trebate poslati vašoj sestri istog trenutka“ -

immediately.

istog trenutka.

For example, "When you're going through your sister's stuff,

Na primer: „Kada preturaš sestri po stvarima

and you hear her coming up the stairs."

i čuješ da ide uz stepenice.“

Absolutely, I've done that.

Naravno da sam to radila.

"Watching your sister get in trouble for something that you did

„Gledaš kako tvoja sestra strada zbog nečega što si ti uradila

and blamed on her."

i optužila nju za to.“

Yes, I've done that as well.

Da, i to sam radila.

This list got three million views.

Ova lista ima 3 miliona pregleda.

Why is that?

Zašto?

Because it did, very well, several jobs:

Zato što je veoma dobro ispunila nekoliko funkcija:

"This is us."

„Ovo smo mi.“

"Connect with family."

„Povezanost sa porodicom.“

"Makes me laugh."

„Zasmejava me.“

Here are some of the thousands and thousands of comments

Ovo su neki od hiljada i hiljada komentara

that sisters sent to each other using this list.

koje su sestre poslale jedna drugoj koristeći ovu listu.

Sometimes we discover what jobs do after the fact.

Ponekad otkrijemo šta postiže nakon činjenica.

This quiz, "Pick an Outfit and We'll Guess Your Exact Age and Height,"

Ovaj kviz, „Izaberi stajling i pogodićemo vaše tačne godine i visinu“,

went very viral: 10 million views.

postao je veoma viralan; 10 miliona pregleda.

Ten million views.

Deset miliona pregleda.

I mean -- did we actually determine the exact age and height

Mislim - da li smo zaista ustanovili tačnu dob i visinu

of 10 million people?

10 miliona ljudi?

That's incredible. It's incredible.

To je neverovatno. Neverovatno.

In fact, we didn't.

U stvari, nismo.

(Laughter)

(Smeh)

Turns out that this quiz went extremely viral

Ispostavilo se da je ovaj kviz postao veoma popularan

among a group of 55-and-up women --

među ženama koje imaju 55 ili više godina -

(Laughter)

(Smeh)

who were surprised and delighted

koje su bile iznenađene i oduševljene

that BuzzFeed determined that they were 28 and 5'9".

jer je Bazfid ustanovio da imaju 28 godina i da su visoke 175 cm.

(Laughter)

(Smeh)

"They put me at 34 years younger and seven inches taller.

„Svrstali su me u 34 godina mlađu i 18 cm višu grupu.

I dress for comfort and do not give a damn what anyone says.

Oblačim se za sebe i baš me briga šta drugi misle.

Age is a state of mind."

Starost je samo stanje duha.“

This quiz was successful not because it was accurate,

Ovaj kviz je bio uspešan ne zato što je tačan,

but because it allowed these ladies to do a very important job --

već zato što je omogućio ovim damama veoma bitnu stvar -

the humblebrag.

da se suptilno hvale.

Now, we can even apply this framework to recipes and food.

Sada možemo da primenimo ovaj način rada čak i na recepte i hranu.

A recipe's normal job is to tell you what to make for dinner or for lunch.

Uobičajena funkcija recepta je da vam kaže šta da spremite za ručak ili večeru.

And this is how you would normally brainstorm for a recipe:

Ovako biste normalno razmišljali o receptu:

you figure out what ingredients you want to use,

smislite koje namirnice želite da koristite,

what recipe that makes,

recept koji ih sadrži,

and then maybe you slap a job on at the end to sell it.

i onda možda na kraju dodate funkciju da bi prošao kod publike.

But what if we flipped it around and thought about the job first?

Međutim, šta ako bismo obrnuli stvari i razmislili prvo o samoj funkciji?

One brainstorming session involved the job of bonding.

Jedna naša sesija mozganja je uključivala i funkciju povezivanja.

So, could we make a recipe that brought people together?

Dakle, da li bismo mogli da napravimo recept koji bi spajao ljude?

This is not a normal brainstorming process at a food publisher.

Ovo nije normalan proces razmišljanja kod ljudi koji objavljuju recepte.

So we know that people like to bake together,

Mi znamo da ljudi vole da kuvaju zajedno

and we know that people like to do challenges together,

i znamo da ljudi vole zajedno da rešavaju izazove,

so we decided to come up with a recipe that involved those two things,

pa smo odlučili da smislimo recept koji će obuhvatiti obe stvari,

and we challenged ourselves:

te smo postavili sebi izazov:

Could we get people to say,

možemo li navesti ljude da kažu:

"Hey, BFF, let's see if we can do this together"?

„Hej, društvo, hajde da vidimo možemo li ovo zajedno da uradimo?“

The resulting video was the "Fudgiest Brownies Ever" video.

Rezulat je bio snimak pod nazivom „Najčokoladniji kolači ikada“.

It was enormously successful in every metric possible --

Bio je neverovatno uspešan u svakom smislu -

70 million views.

70 miliona pregleda.

And people said the exact things that we were going after:

I ljudi su radili upravo ono što nam je i bio cilj:

"Hey, Colette, we need to make these, are you up for a challenge?"

„Hej, Kolet, moramo ovo da probamo. Jesi li za izazov?“

"Game on."

„Samo napred.“

It did the job that it set out to do,

Ispunilo je svoju svrhu,

which was to bring people together over baking and chocolate.

a to je bilo da poveže ljude putem kuvanja i čokolade.

I'm really excited about the potential for this project.

Ja sam stvarno uzbuđena zbog potencijala koji ovaj projekat ima.

When we talk about this framework with our content creators,

Kada pričamo o ovom načinu rada sa ljudima koji nam prave sadržaj,

they instantly get it,

oni ga odmah razumeju,

no matter what beat they cover, what country they’re in,

bez obzira koju oblast pokrivaju, iz koje zemlje dolaze

or what language they speak.

ili kojim jezikom govore.

So cultural cartography has helped us massively scale our workforce training.

Kulturna kartografija pomogla nam je mnogo tokom naše obuke zaposlenih.

When we talk about this project and this framework

Kada govorimo o ovom projektu i ovom načinu rada sa ljudima zaduženim

with advertisers and brands,

za reklame i brendove,

they also instantly get it,

oni ga takođe momentalno razumeju,

because advertisers, more often than media companies,

zato što oglašivači, mnogo češće nego medijske kompanije,

understand how important it is to understand the job

razumeju koliko je bitno da se shvati kakvu funkciju

that their products are doing for customers.

njihov proizvod obavlja za kupce.

But the reason I'm the most excited about this project

Ali razlog zbog kojeg sam najviše uzbuđena zbog ovog projekta

is because it changes the relationship between media and data.

je zato što menja odnos između medija i podataka.

Most media companies think of media as "mine."

Većina medijskih kompanija razmišlja o medijima kao o „svojim“.

How many fans do I have?

Koliko obožavalaca imam?

How many followers have I gained?

Koliko sam pratioca stekao?

How many views have I gotten?

Koliko sam pregleda dobio?

How many unique IDs do I have in my data warehouse?

Koliko jedinstvenih korisnika ima u mom skladištu podataka?

But that misses the true value of data, which is that it's yours.

Ali to ne predstavlja pravu vrednost podataka, a to je da su ti podaci vaši.

If we can capture in data what really matters to you,

Ako možemo podacima da predstavimo ono što vam zaista znači

and if we can understand more the role that our work plays

i ako možemo bolje da razumemo ulogu koju naš posao obavlja

in your actual life,

u vašem stvarnom životu,

the better content we can create for you,

onda možemo da pravimo bolji sadržaj za vas

and the better that we can reach you.

i tako bolje dopremo do vas.

Who are you?

Ko ste vi?

How did you get there?

Kako ste stigli tu gde ste sad?

Where are you going?

Gde idete?

What do you care about?

Do čega vam je stalo?

What can you teach us?

Čemu možete da nas podučite?

That's cultural cartography.

To je kulturna kartografija.

Thank you.

Hvala.

(Applause)

(Aplauz)