Why videos go viral | Kevin Allocca

翻译人员: Tracy Hong 校对人员: Angelia King

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

你好。 我是凯文·阿劳卡。 我是YouTube的趋势分析经理，

and I professionally watch YouTube videos.

而我的专业就是观看YouTube视频。

It's true.

这是真的。

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

所以今天我们要讨论一下为什么一些视频会风靡

and then why that even matters.

甚至会变得重要。

We all want to be stars --

我们都想成为明星 --

celebrities, singers, comedians --

名人， 歌手， 喜剧演员 --

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

而当我年轻时，这是非常，非常难办到的。

But now Web video has made it

不过现在网络视频让它成真

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

所以我们任何人都可以发挥创意做想做的事

can become completely famous

然后瞬间成名

in a part of our world's culture.

成为世界文化的一部分。

Any one of you could be famous on the Internet

你们任何人都可在网络成名

by next Saturday.

就在下周六。

But there are over 48 hours of video uploaded to YouTube

不过每分钟有超过48小时的视频

every minute.

上传到YouTube。

And of that, only a tiny percentage

在众多中， 仅有极小比率

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

会风靡及得到万人收看率，并成为一种霎时文化。

So how does it happen?

这又是怎么产生呢？

Three things:

三要素：

tastemakers, communities of participation

时髦开创者，社区参与

and unexpectedness.

还有意想不到。

All right, let's go.

好的，让我们看看。

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

（视频）熊先生· 瓦斯奎兹： 噢，我的老天。噢，我的上帝。

Oh, my God!

噢，我的上帝！

Wooo!

呜！

Ohhhhh, wowwww!

噢，哇塞！

KA: Last year, Bear Vasquez posted this video

KA: 去年，熊先生 · 瓦斯奎兹上传了这视频

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

就在他优胜美地公园的住家外拍摄的。

In 2010, it was viewed 23 million times.

在2010年，这部视频被观看了两千三百万次。

(Laughter)

(笑声）

This is a chart of what it looked like

这张图表显示了

when it first became popular last summer.

这部视频刚在夏末流行的状况。

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

不过熊先生并没有要拍风靡视频的意向。

He just wanted to share a rainbow.

他只是想要分享一条彩虹

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

因为这正是自称“优胜美地山熊”的人会做的事。

(Laughter)

（笑声）

And he had posted lots of nature videos in fact.

他还上传了许多自然景观的视频。

And this video had actually been posted

这视频实际上在

all the way back in January.

去年一月就上传了。

So what happened here?

所以之间到底是发生了什么事？

Jimmy Kimmel actually.

就是吉米·吉梅尔（美国脱口秀主持人）。

Jimmy Kimmel posted this tweet

吉米·吉梅尔一则推文

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

推波助澜让这个视频大受欢迎。

Because tastemakers like Jimmy Kimmel

因为有像吉米·吉梅尔这种潮流先锋

introduce us to new and interesting things

为我们介绍新颖又有趣的事物

and bring them to a larger audience.

从而让观众接触到这些事物。

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

（视频）丽贝卡·布莱克：♫今天是周五，周五。玩乐派对在周五。♫

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

♫每个人都期待着过周末，周末。♫

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

♫周五，周五。玩乐在周五。♫

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

凯文：如果没有这部视频，你未必能想到

without talking about this video I hope.

我们将有接下来这场谈论。

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

丽贝卡·布莱克的“周五”是年度最红的视频之一。

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

今年吸引了将近两亿的观看次数。

This is a chart of what it looked like.

这张图表展现了它流行的趋势。

And similar to "Double Rainbow,"

跟熊先生的“两道彩虹”雷同，

it seems to have just sprouted up out of nowhere.

这部视频好像不知从哪儿就猛然窜红。

So what happened on this day?

那天究竟发生什么事情呢？

Well it was a Friday, this is true.

噢，就是那天，一个周五，真的。

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

如果你疑惑那些高峰时期，那些全是在周五。

(Laughter)

（笑声）

But what about this day,

但是在那天，

this one particular Friday?

这个特别的周五究竟发生什么呢？

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

就是Tosh.0（电视节目）选中了它，很多部落格也争相讨论。

Michael J. Nelson from Mystery Science Theater

奥秘科学剧院（电视节目)的迈克尔·约翰·纳尔逊

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

率先在他的推特上嘲弄这部视频。

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

重点有这样一个或一群潮流先锋

took a point of view

看了视频后

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

跟广大观众分享他们的观点，加速整个视频窜红。

And so then this community formed

而这个群体形成

of people who shared this big inside joke

共享笑话并不断分享，

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

不但会讨论它，还会恶搞出自己的版本。

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

所以现在有上万个恶搞版"周五”在YouTube上传播。

Even in the first seven days,

就连周一至周末

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

都有不同的滑稽模仿。

(Laughter)

（笑声）

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

不像二十世纪的单向娱乐媒体，

this community participation

这是一个集体参与

is how we become a part of the phenomenon --

从而让我们成为全民现象一部分--

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

通过传播或者自主创新。

(Music)

（音乐）

So "Nyan Cat" is a looped animation

这只“Nyan Cat" （喵喵喵）是一种连环动画片

with looped music.

配合连续的背景音乐。

It's this, just like this.

就是这个，只是这样。

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

今年被观看次数多达五千万次。

And if you think that that is weird,

假如你觉得这个是不可思议，

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

你就更难想象这段视频还有三小时的版本

that's been viewed four million times.

吸引了四百万人观看。

(Laughter)

（笑声）

Even cats were watching this video.

甚至还有猫会看这部视频。

(Laughter)

（笑声）

Cats were watching other cats watch this video.

猫在看其他猫观看这部视频。

(Laughter)

（笑声）

But what's important here

但这最重要的

is the creativity that it inspired

是激发了创意

amongst this techie, geeky Internet culture.

的这种科技，极客网络文化。

There were remixes.

还制作了混音版。

(Laughter)

（笑声）

Someone made an old timey version.

有人还制作了怀旧版。

(Laughter)

（笑声）

And then it went international.

然后走国际版路线。

(Laughter)

（笑声）

An entire remix community sprouted up

整个混音群窜红

that brought it from being just a stupid joke

让这个原本只是个愚弄笑话

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

变成大家都可以参与创作的玩意。

Because we don't just enjoy now,

因为现在我们不仅在享乐，

we participate.

我们还参与其中。

And who could have predicted any of this?

有谁能料到这一切呢？

Who could have predicted "Double Rainbow" or Rebecca Black

谁能料到“两道彩虹”或丽贝卡·布莱克

or "Nyan Cat?"

又或者“Nyan Cat” (喵喵喵）会红呢？

What scripts could you have written

你会写怎样的剧本

that would have contained this in it?

会在里面包含这些创作？

In a world where over two days of video

在这个每分钟就上传足够两天

get uploaded every minute,

观看的网络视频世界，

only that which is truly unique and unexpected

只有那些独特和难以想象的视频

can stand out in the way that these things have.

才能引人关注。

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

我的一个朋友大力推荐一段很赞的视频

about a guy protesting bicycle fines in New York City,

是一个抗议纽约市单车罚款的人拍的，

I admit I wasn't very interested.

我得承认我原本没什么兴趣。

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

（视频）凯西·尼塞特：我吃了一张罚单，因为我没在自行车道上骑车，

but often there are obstructions

不过常常因为许多障碍

that keep you from properly riding in the bike lane.

让你根本没法在自行车道上好好骑车。

(Laughter)

（笑声）

KA: By being totally surprising and humorous,

凯文：以出人意料的幽默方式

Casey Niestat got his funny idea and point

凯西·尼塞特有他有趣的想法和论点

seen five million times.

吸引了五百万人次观看。

And so this approach holds

这种方式适用于

for anything new that we do creatively.

我们创新的每一件事上。

And so it all brings us

所以促使我们

to one big question ...

有这样一个问题...

(Video) Bear Vasquez: What does this mean?

（视频）熊先生 · 瓦斯奎兹：这代表什么？

Ohhhh.

噢...

(Laughter)

（笑声）

KA: What does it mean?

凯文：这意味什么？

Tastemakers, creative participating communities,

潮流先锋，创意参与团体，

complete unexpectedness,

以及怪咖，

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

这些是新媒体和新文化的特征

where anyone has access

在其中人人能参与

and the audience defines the popularity.

让观众定义何为流行。

I mean, as mentioned earlier,

正如我上述，

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

现在最红的艺人贾斯汀·比伯，

got his start on YouTube.

也是从YouTube上窜红。

No one has to green-light your idea.

你的点子不需要人允准。

And we all now feel some ownership

在自创流行文化中

in our own pop culture.

我们都有自主权。

And these are not characteristics of old media,

然而这一切并不是旧媒体的特征，

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

也不能完全代表今天的媒体，

but they will define the entertainment of the future.

不过它们一定会成为未来媒体的娱乐形态。

Thank you.

谢谢。

(Applause)

（掌声）