Why videos go viral | Kevin Allocca

譯者: Regina Chu 審譯者: Wang-Ju Tsai

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

嗨！我是凱文·艾羅卡 YouTube 的趨勢分析經理

and I professionally watch YouTube videos.

我以專業的眼光看 YouTube 影片

It's true.

真的

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

今天我們來聊一聊影片爲什麼會爆紅

and then why that even matters.

以及為什麼這很重要

We all want to be stars --

我們都想成名──

celebrities, singers, comedians --

名流、歌星、喜劇演員──

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

我年輕的時候，這好像非常非常困難

But now Web video has made it

但是現在網路影片發達了

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

所以無論是人或是有創意的事

can become completely famous

都可以藉此

in a part of our world's culture.

在全球文化的某一角成名

Any one of you could be famous on the Internet

說不定在座的某一位

by next Saturday.

在下星期六前就會成為網路名人

But there are over 48 hours of video uploaded to YouTube

但是每分鐘都有總長 超過 48 小時的影片

every minute.

上傳到 YouTube

And of that, only a tiny percentage

其中只有非常少的百分比會爆紅

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

吸引成千上萬的人觀看，變成話題

So how does it happen?

要怎樣才能爆紅？

Three things:

有三個重要因素：

tastemakers, communities of participation

領導潮流的人，製造參與感

and unexpectedness.

以及意外感

All right, let's go.

好吧！開始吧！

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

（影片）熊先生：喔！天哪！喔！天哪！

Oh, my God!

喔！我的天！

Wooo!

哦！

Ohhhhh, wowwww!

喔～哦～

KA: Last year, Bear Vasquez posted this video

去年熊先生上傳了這支影片

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

是他在優勝美地國家公園的住家外拍的

In 2010, it was viewed 23 million times.

2010 年這支影片的 觀看次數為二億三千萬

(Laughter)

（笑聲）

This is a chart of what it looked like

這張圖顯示了

when it first became popular last summer.

去年夏天他剛剛紅起來的樣子

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

但熊先生的原意不是要拍發燒影片

He just wanted to share a rainbow.

他只是想要分享彩虹

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

因為這是自稱 「優勝美地山景熊」的人

(Laughter)

會做的事（笑聲）

And he had posted lots of nature videos in fact.

其實他還上傳了很多自然景觀的影片

And this video had actually been posted

這支影片事實上

all the way back in January.

早年去年一月就在上面了

So what happened here?

所以這裡到底發生了什麼事？

Jimmy Kimmel actually.

都是因爲 Jimmy Kimmel （美國脫口秀主持人）

Jimmy Kimmel posted this tweet

Jimmy Kimmel 這則推文

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

推波助瀾使這支影片大受歡迎

Because tastemakers like Jimmy Kimmel

因為像 Jimmy Kimmel 這種領導潮流的人

introduce us to new and interesting things

不但會介紹新奇有趣的東西

and bring them to a larger audience.

還會將這些東西推廣給廣大的觀眾

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

（影片）黑麗小姐：♫今天是星期五， 星期五，玩樂的星期五♫

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

♫每個人都巴望著週末，週末♫

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

♫星期五，星期五，玩樂的星期五♫

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

凱文：接下來要再繼續講下去

without talking about this video I hope.

你想我們有可能不談這部片子嗎？

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

黑麗小姐的「星期五」 是今年最夯的影片之一

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

今年就吸引了近二億人次觀看

This is a chart of what it looked like.

這張表是它的趨勢圖

And similar to "Double Rainbow,"

跟熊先生的「兩道彩虹」很類似

it seems to have just sprouted up out of nowhere.

這片子好像突然就竄紅了

So what happened on this day?

那天倒底發生了什麼事？

Well it was a Friday, this is true.

那天是星期五，的確

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

其他那些高峰，是的，也是星期五

(Laughter)

（笑聲）

But what about this day,

但是那天

this one particular Friday?

那個特別的星期五到底發生了什麼？

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

就是 Tosh.0（電視節目）選中了它 很多部落格也相繼討論

Michael J. Nelson from Mystery Science Theater

奧秘科學劇院的邁可・納爾遜

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

率先在推特上取笑這支影片

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

重點是像這樣領導潮流的名人

took a point of view

看了影片後

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

跟廣大觀眾群分享觀點，加速了爆紅

And so then this community formed

所以這群分享著

of people who shared this big inside joke

共通笑話的觀眾

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

不但會一起討論 接著還會搞一點東西來亂

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

所以現在 YouTube 上 有一萬部「星期五」惡搞片

Even in the first seven days,

甚至在最先七天

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

就出現了針對週間其他天來亂的影片

(Laughter)

（笑聲）

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

不像 20 世紀的娛樂是單向行為

this community participation

我們以集體參與傳播影片

is how we become a part of the phenomenon --

或著集體對影片搞一點新東西

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

使我們變成潮流的一分子

(Music)

（音樂）

So "Nyan Cat" is a looped animation

這個 "Nyan Cat"（喵喵貓） 是一種連續動畫圖

with looped music.

配合著連續背景音樂

It's this, just like this.

就是這個，只有這樣

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

今年它的觀看次數是五千萬次

And if you think that that is weird,

如果你覺得這簡直是不可思議

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

你就更難想像還有一個三小時的版本

that's been viewed four million times.

吸引了四百萬人次觀看

(Laughter)

（笑聲）

Even cats were watching this video.

甚至還有貓在看這個影片

(Laughter)

（笑聲）

Cats were watching other cats watch this video.

貓在觀察其他的貓看這部影片

(Laughter)

（笑聲）

But what's important here

但是重要的是

is the creativity that it inspired

在這網路科技怪咖文化裡

amongst this techie, geeky Internet culture.

所激發出來的靈感和創造力

There were remixes.

他們做了很多混音版

(Laughter)

（笑聲）

Someone made an old timey version.

有人弄了個懷舊版

(Laughter)

（笑聲）

And then it went international.

然後還有國際版的

(Laughter)

（笑聲）

An entire remix community sprouted up

混音族竄出

that brought it from being just a stupid joke

讓這個原本只是個愚蠢的笑話

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

變成大家都可以參一腳的玩意

Because we don't just enjoy now,

因為我們不只是開心地看

we participate.

我們還參與了製作

And who could have predicted any of this?

當初有誰想得到這些呢？

Who could have predicted "Double Rainbow" or Rebecca Black

誰能預料到「兩道彩虹」、黑麗小姐

or "Nyan Cat?"

或「喵喵貓」會紅呢？

What scripts could you have written

你會寫什麼劇本

that would have contained this in it?

會把這些東西放在裡面？

In a world where over two days of video

在這個每分鐘會上傳

get uploaded every minute,

總長超過兩天的網路影片界

only that which is truly unique and unexpected

只有那些真的很特別 很令人意外的片子

can stand out in the way that these things have.

能以這些特徵引人注目

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

我的朋友大力推薦一段很棒的影片

about a guy protesting bicycle fines in New York City,

是一個抗議紐約市 單車罰單的傢伙拍的

I admit I wasn't very interested.

我得承認我原本沒什麼興趣

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

（影片）凱西：我吃了一張罰單 因為我沒騎在單車專用道上

but often there are obstructions

可是那裡障礙重重啊

that keep you from properly riding in the bike lane.

我根本沒辦法在上面好好的騎車

(Laughter)

（笑聲）

KA: By being totally surprising and humorous,

凱西以出人意料的方式及幽默感

Casey Niestat got his funny idea and point

吸引了五百萬人次觀看

seen five million times.

他的搞笑版抗議

And so this approach holds

這種方法適用在

for anything new that we do creatively.

每一件我們所創作的新東西上

And so it all brings us

所以這促使我們

to one big question ...

問一個大哉問……

(Video) Bear Vasquez: What does this mean?

（影片）熊先生：這意味著什麼？

Ohhhh.

喔

(Laughter)

（笑聲）

KA: What does it mean?

這意味著什麼？

Tastemakers, creative participating communities,

領導潮流者、創意性集體參與

complete unexpectedness,

以及完全出人意料

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

是新媒體及新文化的特徵

where anyone has access

在其中人人都能參與

and the audience defines the popularity.

而且由觀眾決定歡迎度

I mean, as mentioned earlier,

我是說，就像之前提到的

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

現在最紅的藝人小賈斯汀

got his start on YouTube.

也是從 YouTube 紅起來的

No one has to green-light your idea.

你的點子不需要人批准

And we all now feel some ownership

而且我們都覺得在流行文化裡

in our own pop culture.

擁有或多或少的自主權

And these are not characteristics of old media,

這些不是舊時代的媒體特徵

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

也不能代表今天的媒體

but they will define the entertainment of the future.

但是他們一定會成為未來的娛樂型態

Thank you.

謝謝

(Applause)

（鼓掌）