TEDYouth 2011
Kevin Allocca: Why videos go viral
Kevin Allocca: Kevin Allocca: Hvorfor videoer bliver virale
Filmed:
Readability: 4.5
2,953,285 views
Kevin Allocca er YouTubes trends manager, og han har dybe tanker om skøre online videoer. I det her foredrag fra TEDYouth, delte han de 4 årsager til en video bliver viral.
Kevin Allocca - Head of Culture & Trends, YouTube
Kevin Allocca is YouTube's expert on the intersection of web video and global culture Full bio
Kevin Allocca is YouTube's expert on the intersection of web video and global culture Full bio
Double-click the English transcript below to play the video.
00:15
Hi. I'm Kevin Allocca, I'm the trends manager at YouTube,
0
0
3000
Hej. Jeg er Kevin Alloca,
jeg er trends manager hos Youtube.
jeg er trends manager hos Youtube.
00:18
and I professionally watch YouTube videos.
1
3000
2000
Jeg ser professionelt YouTube videoer.
00:20
It's true.
2
5000
2000
Det er sandt.
00:22
So we're going to talk a little bit today about how videos go viral
3
7000
3000
I dag skal vi tale lidt om
hvordan videoer bliver virale,
hvordan videoer bliver virale,
00:25
and then why that even matters.
4
10000
2000
og hvorfor det overhovedet er vigtigt.
00:27
We all want to be stars --
5
12000
2000
Vi vil alle være stjerner -
00:29
celebrities, singers, comedians --
6
14000
3000
berømte, sangere, komikere -
00:32
and when I was younger, that seemed so very, very hard to do.
7
17000
3000
da jeg var yngre, virkede det
meget svært at blive.
meget svært at blive.
00:35
But now Web video has made it
8
20000
2000
Men nu har online video gjort at
00:37
so that any of us or any of the creative things that we do
9
22000
2000
At hver og en, eller hver
eneste kreativ ting vi laver
eneste kreativ ting vi laver
00:39
can become completely famous
10
24000
2000
kan blive fuldstændig berømte
00:41
in a part of our world's culture.
11
26000
2000
i en del af vores verdens kultur.
00:43
Any one of you could be famous on the Internet
12
28000
2000
Hver og en af jer kan bliver
berømte på internettet
berømte på internettet
00:45
by next Saturday.
13
30000
2000
inden lørdag.
00:47
But there are over 48 hours of video uploaded to YouTube
14
32000
2000
Men der bliver uploaded over
48 timers video til Youtube
48 timers video til Youtube
00:49
every minute.
15
34000
2000
hvert minut.
00:51
And of that, only a tiny percentage
16
36000
2000
Og af det bliver kun en lille procent
00:53
ever goes viral and gets tons of views and becomes a cultural moment.
17
38000
3000
virale og får tonsvis af seere
og bliver et kulturelt omdrejningspunkt.
og bliver et kulturelt omdrejningspunkt.
00:56
So how does it happen?
18
41000
2000
Så hvordan sker det?
00:58
Three things:
19
43000
2000
Tre ting:
01:00
tastemakers, communities of participation
20
45000
2000
smagsskabere, deltagende fællesskaber
01:02
and unexpectedness.
21
47000
2000
og overraskelse.
01:04
All right, let's go.
22
49000
2000
okay, lad os gå i gang.
01:06
(Video) Bear Vasquez: Oh, my God. Oh, my God.
23
51000
4000
(Video) Bear Vasquez: Åh, Gud. Åh, Gud.
01:10
Oh, my God!
24
55000
3000
Åh, Gud!
01:13
Wooo!
25
58000
2000
Wooo!
01:15
Ohhhhh, wowwww!
26
60000
5000
Åhhhh, wowww!
01:20
KA: Last year, Bear Vasquez posted this video
27
65000
2000
KA: Sidste år slog Bear Vasquez
den her video op,
den her video op,
01:22
that he had shot outside his home in Yosemite National Park.
28
67000
3000
som han havde optaget udenfor hans
hjem i Yosemite National Park.
hjem i Yosemite National Park.
01:25
In 2010, it was viewed 23 million times.
29
70000
3000
I 2010 var den set 23 millioner gange.
01:28
(Laughter)
30
73000
2000
(Latter)
01:30
This is a chart of what it looked like
31
75000
2000
Det her er et diagram over hvordan det så ud
01:32
when it first became popular last summer.
32
77000
3000
da den blev populær sidste sommer.
01:35
But he didn't actually set out to make a viral video, Bear.
33
80000
3000
Men hans mål var ikke at lave
en viral video, Bear.
en viral video, Bear.
01:38
He just wanted to share a rainbow.
34
83000
2000
Han ville bare dele en regnbue
01:40
Because that's what you do when your name is Yosemite Mountain Bear.
35
85000
2000
Fordi det er hvad du gør når dit
navn er Yosemite Mountain Bear.
navn er Yosemite Mountain Bear.
01:42
(Laughter)
36
87000
2000
(Latter)
01:44
And he had posted lots of nature videos in fact.
37
89000
3000
Og han har faktisk slået mange
videoer af naturen op.
videoer af naturen op.
01:47
And this video had actually been posted
38
92000
2000
Og den her video var faktisk slået op
01:49
all the way back in January.
39
94000
3000
helt tilbage i januar.
01:52
So what happened here?
40
97000
2000
Og hvad skete der her?
01:54
Jimmy Kimmel actually.
41
99000
2000
Faktisk Jimmy Kimmel.
01:56
Jimmy Kimmel posted this tweet
42
101000
2000
Jimmy Kimmel lavede det her tweet,
01:58
that would eventually propel the video to be as popular as it would become.
43
103000
3000
som over tid ville drive videoen ind i
den popularitet som den har fået.
den popularitet som den har fået.
02:01
Because tastemakers like Jimmy Kimmel
44
106000
3000
Fordi smagsskabere såsom Jimmy Kimmel
02:04
introduce us to new and interesting things
45
109000
2000
introducere os til nye og interessante ting,
02:06
and bring them to a larger audience.
46
111000
2000
og bringer dem videre til et større publikum.
02:08
(Video) Rebecca Black: ♫ It's Friday, Friday. Gotta get down on Friday. ♫
47
113000
4000
(Video) Rebecca Black: ♫ Det er fredag, fredag.
Skal feste på fredag. ♫
Skal feste på fredag. ♫
02:12
♫ Everybody's looking forward to the weekend, weekend. ♫
48
117000
5000
♫ Alle ser frem til weekenden, weekenden. ♫
02:17
♫ Friday, Friday. Gettin' down on Friday. ♫
49
122000
4000
♫ Fredag, fredag. Fester på en fredag. ♫
02:21
KA: So you didn't think that we could actually have this conversation
50
126000
3000
KA: Så jeg håber ikke, at I tror ikke,
at vi faktisk kunne have den her samtale
at vi faktisk kunne have den her samtale
02:24
without talking about this video I hope.
51
129000
2000
uden at tale om den her video
02:26
Rebecca Black's "Friday" is one of the most popular videos of the year.
52
131000
3000
Rebecca Blacks "Friday" er en af årets
mest populære videoer.
mest populære videoer.
02:29
It's been seen nearly 200 million times this year.
53
134000
3000
Den er blevet set næsten
200 millioner gange i år.
200 millioner gange i år.
02:32
This is a chart of what it looked like.
54
137000
2000
Det her er diagrammet over hvordan det så ud.
02:34
And similar to "Double Rainbow,"
55
139000
2000
Og det ligner "Double Rainbow",
02:36
it seems to have just sprouted up out of nowhere.
56
141000
4000
det ser ud til at have skudt ud af ingenting.
02:40
So what happened on this day?
57
145000
2000
Så hvad skete der den dag?
02:42
Well it was a Friday, this is true.
58
147000
3000
Tja, det var fredag, det er sandt.
02:45
And if you're wondering about those other spikes, those are also Fridays.
59
150000
3000
Og hvis du undrer dig over de andre toppe,
de er også fredage.
de er også fredage.
02:48
(Laughter)
60
153000
5000
(Latter)
02:53
But what about this day,
61
158000
2000
Men hvad med den her dag,
02:55
this one particular Friday?
62
160000
2000
denne bestemte fredag?
02:57
Well Tosh.0 picked it up, a lot of blogs starting writing about.
63
162000
3000
Tja, Tosh. 0 samlede den op, en hel masse
blogs begyndte at skrive om det.
blogs begyndte at skrive om det.
03:00
Michael J. Nelson from Mystery Science Theater
64
165000
2000
Michael J. Nelson fra Mystery Science Theater
03:02
was one of the first people to post a joke about the video on Twitter.
65
167000
4000
var en af de første der slog en
joke op om videoen på Twitter.
joke op om videoen på Twitter.
03:06
But what's important is that an individual or a group of tastemakers
66
171000
2000
Men hvad det er vigtigt er at en enkelt
person eller en gruppe af smagsskabere
person eller en gruppe af smagsskabere
03:08
took a point of view
67
173000
2000
tog stilling
03:10
and they shared that with a larger audience, accelerating the process.
68
175000
3000
og de delte den med et større publikum,
speedede processen op.
speedede processen op.
03:13
And so then this community formed
69
178000
2000
Og så tog det her fællesskab form,
03:15
of people who shared this big inside joke
70
180000
2000
mennesker som som delte den
her store indforståede joke,
her store indforståede joke,
03:17
and they started talking about it and doing things with it.
71
182000
3000
og de startede med at snakke om det
og gøre ting med den.
og gøre ting med den.
03:20
And now there are 10,000 parodies of "Friday" on YouTube.
72
185000
3000
Og nu er der 10.000 parodier
af "Friday" på YouTube.
af "Friday" på YouTube.
03:23
Even in the first seven days,
73
188000
2000
Selv i de første syv dage
03:25
there was one parody for every other day of the week.
74
190000
3000
var der en parodi for hver af
de andre dage i ugen.
de andre dage i ugen.
03:28
(Laughter)
75
193000
4000
(Latter)
03:32
Unlike the one-way entertainment of the 20th century,
76
197000
3000
Ulige envejs-underholdningen
i det 20. århundrede,
i det 20. århundrede,
03:35
this community participation
77
200000
2000
er den her deltagelse i fællesskaber
03:37
is how we become a part of the phenomenon --
78
202000
2000
måden hvorpå vi bliver en del af fænomenet,
03:39
either by spreading it or by doing something new with it.
79
204000
3000
enten ved at sprede det eller
at gøre noget nyt med det.
at gøre noget nyt med det.
03:42
(Music)
80
207000
9000
(Musik)
03:51
So "Nyan Cat" is a looped animation
81
216000
3000
Så "Nyan Cat" er en loopet animation
03:54
with looped music.
82
219000
2000
med loopet musik
03:56
It's this, just like this.
83
221000
2000
Det er det her og kun det her.
03:58
It's been viewed nearly 50 million times this year.
84
223000
4000
Den er blevet set næsten
50 millioner gange i år.
50 millioner gange i år.
04:02
And if you think that that is weird,
85
227000
2000
Og hvis du tænker, det er underligt,
04:04
you should know that there is a three-hour version of this
86
229000
2000
så skal I lige vide at der er
en tre-timers version af den
en tre-timers version af den
04:06
that's been viewed four million times.
87
231000
2000
som er blevet set fire millioner gange.
04:08
(Laughter)
88
233000
3000
(Latter)
04:11
Even cats were watching this video.
89
236000
2000
Selv katte har set den her video.
04:13
(Laughter)
90
238000
4000
(Latter)
04:17
Cats were watching other cats watch this video.
91
242000
4000
Katte har set andre katte se den her video.
04:21
(Laughter)
92
246000
8000
(Latter)
04:29
But what's important here
93
254000
3000
Hvad det er vigtigt her
04:32
is the creativity that it inspired
94
257000
2000
er den kreativitet det her har inspireret
04:34
amongst this techie, geeky Internet culture.
95
259000
3000
mellem den her techie, nørdede internet kultur.
04:37
There were remixes.
96
262000
2000
Det var remix.
04:39
(Laughter)
97
264000
2000
(Latter)
04:41
Someone made an old timey version.
98
266000
3000
Nogen lavede en gammeldags version.
04:44
(Laughter)
99
269000
2000
(Latter)
04:46
And then it went international.
100
271000
3000
og så blev den international.
04:49
(Laughter)
101
274000
14000
(Latter)
05:03
An entire remix community sprouted up
102
288000
3000
Et fuldstændig remix fællesskab spirede,
05:06
that brought it from being just a stupid joke
103
291000
3000
som løftede det fra en simpel dum joke
05:09
to something that we can all actually be a part of.
104
294000
2000
til noget, som vi faktisk kan være en del af.
05:11
Because we don't just enjoy now,
105
296000
2000
Fordi vi nyder det ikke kun,
05:13
we participate.
106
298000
2000
vi deltager.
05:18
And who could have predicted any of this?
107
303000
2000
Og hvem ville have forudset noget af det her?
05:20
Who could have predicted "Double Rainbow" or Rebecca Black
108
305000
2000
Hvem kunne have forudset
"Double Rainbow eller Rebecca Black
"Double Rainbow eller Rebecca Black
05:22
or "Nyan Cat?"
109
307000
2000
eller "Nyan Cat"?
05:24
What scripts could you have written
110
309000
2000
Hvilke manuskripter kunne man have skrevet
05:26
that would have contained this in it?
111
311000
2000
som ville have forudset det her?
05:29
In a world where over two days of video
112
314000
2000
I en verden hvor over to dages video
05:31
get uploaded every minute,
113
316000
2000
bliver uploaded hvert minut,
05:33
only that which is truly unique and unexpected
114
318000
2000
kan kun det fuldstændigt
unikke og overraskende
unikke og overraskende
05:35
can stand out in the way that these things have.
115
320000
3000
stå ud på den måde, som de her ting har.
05:38
When a friend of mine told me that I needed to see this great video
116
323000
3000
Da en ven fortalte mig at jeg blev nødt
til at se den her fantastiske video
til at se den her fantastiske video
05:41
about a guy protesting bicycle fines in New York City,
117
326000
3000
om en fyr som protesterede
mod cykelbøder i New York City,
mod cykelbøder i New York City,
05:44
I admit I wasn't very interested.
118
329000
2000
må jeg indrømme at var meget interesseret.
05:46
(Video) Casey Niestat: So I got a ticket for not riding in the bike lane,
119
331000
3000
(Video) Casey Niestat:
Jeg fik en bøde for ikke at cykle på cykelstien,
Jeg fik en bøde for ikke at cykle på cykelstien,
05:49
but often there are obstructions
120
334000
2000
men ofte er det forhindringer,
05:51
that keep you from properly riding in the bike lane.
121
336000
3000
som forhindrer dig i at kunne cykle
ordenligt på cykelstien.
ordenligt på cykelstien.
05:54
(Laughter)
122
339000
14000
(Latter)
06:08
KA: By being totally surprising and humorous,
123
353000
2000
Ved at være fuldstændig
overraskende og morsom,
overraskende og morsom,
06:10
Casey Niestat got his funny idea and point
124
355000
4000
fik Carsey Niestat den her sjove idé og pointe
06:14
seen five million times.
125
359000
2000
set fem millioner gange.
06:16
And so this approach holds
126
361000
2000
Og denne tilgang gælder
06:18
for anything new that we do creatively.
127
363000
2000
for alt nyt kreativt vi laver.
06:20
And so it all brings us
128
365000
2000
Og dette bringer os
06:22
to one big question ...
129
367000
2000
til det store spørgsmål...
06:24
(Video) Bear Vasquez: What does this mean?
130
369000
3000
(Video) Bear Vasquez: Hvad betyder dette?
06:27
Ohhhh.
131
372000
2000
Ohhhh.
06:29
(Laughter)
132
374000
3000
(Latter)
06:32
KA: What does it mean?
133
377000
3000
KA: Hvad betyder det?
06:35
Tastemakers, creative participating communities,
134
380000
3000
Smagsskabere, kreative deltagende fællesskaber,
06:38
complete unexpectedness,
135
383000
2000
komplet overraskelse,
06:40
these are characteristics of a new kind of media and a new kind of culture
136
385000
3000
disse er karakteristikker for en ny slags
medium og en ny slags kultur
medium og en ny slags kultur
06:43
where anyone has access
137
388000
2000
hvor alle har adgang
06:45
and the audience defines the popularity.
138
390000
2000
og hvor publikummet definerer populariteten.
06:47
I mean, as mentioned earlier,
139
392000
2000
Jeg mener, som tidligere nævnt,
06:49
one of the biggest stars in the world right now, Justin Bieber,
140
394000
2000
en af de største stjerner i verden lige nu,
Justin Bieber,
Justin Bieber,
06:51
got his start on YouTube.
141
396000
2000
begyndte op YouTube.
06:53
No one has to green-light your idea.
142
398000
3000
Ingen behøver at give grønt lys til dine ideer.
06:56
And we all now feel some ownership
143
401000
2000
Og vi føler nu et ejerskab
06:58
in our own pop culture.
144
403000
2000
i vores egen popkultur.
07:00
And these are not characteristics of old media,
145
405000
2000
og disse er ikke karakteristikker
af et gammelt medium,
af et gammelt medium,
07:02
and they're barely true of the media of today,
146
407000
3000
og de er næsten ikke sande i dagens medier,
07:05
but they will define the entertainment of the future.
147
410000
2000
men de vil definere fremtidens underholdning.
07:07
Thank you.
148
412000
2000
Tak.
07:09
(Applause)
149
414000
4000
(Bifald)
ABOUT THE SPEAKER
Kevin Allocca - Head of Culture & Trends, YouTubeKevin Allocca is YouTube's expert on the intersection of web video and global culture
Why you should listen
Kevin Allocca is an author and technology professional and is currently the Head of Culture & Trends at YouTube, where he tracks popular video phenomena and manages trending content initiatives. He is YouTube's expert on the intersection of web video and global culture, and is often cited in the press on subjects of virality, popularity and breaking news.
His book, VIDEOCRACY: How YouTube Is Changing the World . . . with Double Rainbows, Singing Foxes, and Other Trends We Can’t Stop Watching, which explores YouTube's most interesting trends and the impact of video on our culture, was published by Bloomsbury in 2018.
Kevin Allocca | Speaker | TED.com