Hi. I'm Kevin Allocca, I'm the trends manager at YouTube, and I professionally watch YouTube videos. It's true. So we're going to talk a little bit today about how videos go viral and then why that even matters. We all want to be stars -- celebrities, singers, comedians -- and when I was younger, that seemed so very, very hard to do. But now Web video has made it so that any of us or any of the creative things that we do can become completely famous in a part of our world's culture. Any one of you could be famous on the Internet by next Saturday. But there are over 48 hours of video uploaded to YouTube every minute. And of that, only a tiny percentage ever goes viral and gets tons of views and becomes a cultural moment. So how does it happen? Three things: tastemakers, communities of participation and unexpectedness. All right, let's go.
Tere, olen Kevin Allocca, töötan trendimänedžerina YouTube'is ja mu tööks on vaadata YouTube'i videoid. See on tõsi. Räägime täna sellest, kuidas videod üleöö populaarseks saavad ja miks on see oluline. Me kõik tahame olla staarid - kuulsused, lauljad, koomikud. Kui ma noor olin, tundus selle saavutamine peaaegu võimatu. Kuid nüüd võib tänu veebivideole igaüks või igaühe looming saavutada suure tuntuse, saada maailmakultuuri osaks. Igaüks meist võib saada internetis kuulsaks järgmiseks laupäevaks. Kuid YouTube'i laaditakse minutis üle 48 tunni videoid. Neist vaid tühine protsent saab hitiks, kogub tuhandeid vaatamisi ning saab osaks kultuurist. Kuidas see toimub? Tänu kolmele asjale: trendiloojatele, osalejate kogukondadele ja ettenägematusele. Olgu, alustame.
(Video) Bear Vasquez: Oh, my God. Oh, my God. Oh, my God! Wooo! Ohhhhh, wowwww!
(Video) Karu Vasquez: "Oh, Jumal, oh, Jumal... Issand Jumal! Uuuu! Ouuuuu, vauuuuu!
KA: Last year, Bear Vasquez posted this video that he had shot outside his home in Yosemite National Park. In 2010, it was viewed 23 million times. (Laughter) This is a chart of what it looked like when it first became popular last summer. But he didn't actually set out to make a viral video, Bear. He just wanted to share a rainbow. Because that's what you do when your name is Yosemite Mountain Bear. (Laughter) And he had posted lots of nature videos in fact. And this video had actually been posted all the way back in January. So what happened here? Jimmy Kimmel actually. Jimmy Kimmel posted this tweet that would eventually propel the video to be as popular as it would become. Because tastemakers like Jimmy Kimmel introduce us to new and interesting things and bring them to a larger audience.
KA: Eelmisel aastal postitas Karu Vasquez video, mille ta filmis oma õuel Yosemite rahvuspargis. 2010. aastal vaadati seda 23 miljonit korda. (Naer) Siin on graafik, kuidas see sai popiks eelmisel suvel. Aga Karul polnud muidugi alguses plaanis teha hittvideot. Ta lihtsalt tahtis jagada oma vikerkaart. Sest seda tuleb ju teha, kui su nimi on Yosemite'i Mägikaru. (Naer) Tegelikult on ta postitanud palju loodusvideoid. Ja selle video postitas ta tegelikult juba jaanuaris. Mis siis juhtus siin? Jimmy Kimmel juhtus. Jimmy Kimmel postitas säutsu, mis andis selle video populaarsusele avalöögi. Sest trendiloojad nagu Jimmy Kimmel tutvustavad meile uusi huvitavaid asju ja toovad need laia publiku ette.
(Video) Rebecca Black: ♫ It's Friday, Friday. Gotta get down on Friday. ♫ ♫ Everybody's looking forward to the weekend, weekend. ♫ ♫ Friday, Friday. Gettin' down on Friday. ♫
(Video) Rebecca Black: ♫ On reede, reede. Kätte jõudnud reede. ♫ ♫ Kõik juba ootavad nädala lõppu, lõppu. ♫ ♫ Reede, reede. Kätte jõudnud reede. ♫
KA: So you didn't think that we could actually have this conversation without talking about this video I hope. Rebecca Black's "Friday" is one of the most popular videos of the year. It's been seen nearly 200 million times this year. This is a chart of what it looked like. And similar to "Double Rainbow," it seems to have just sprouted up out of nowhere.
KA: Sa ju ei arvanud, et saame selle teema puhul mööda minna sellest videost. Rebecca Blacki "Reede" on üks popmaid videoid sel aastal. Seda on tänavu vaadatud ligi 200 miljonit korda. Selline näeb välja graafik ja sarnaselt "Topeltvikerkaarega" paistab see üleskargavat tühja koha pealt.
So what happened on this day? Well it was a Friday, this is true. And if you're wondering about those other spikes, those are also Fridays. (Laughter) But what about this day, this one particular Friday? Well Tosh.0 picked it up, a lot of blogs starting writing about. Michael J. Nelson from Mystery Science Theater was one of the first people to post a joke about the video on Twitter. But what's important is that an individual or a group of tastemakers took a point of view and they shared that with a larger audience, accelerating the process.
Mis tol päeval juhtus? Oli reede, tõsi. Ja kui sa imestad neid teisi tippe, siis need on samuti reeded. (Naer) Aga mis toimus sel päeval, sel konkreetsel reedel? Tosh.0 mainis seda ja sellest hakati blogima. Michael Nelson telesarjast "Mystery Science Theater" oli esimene, kes postitas nalja video kohta Twitterisse. Tähtis on see, et üks või rühm trendiloojaid võtsid sõna ja jagasid seda laiema kuulajaskonnaga, kiirendades protsessi.
And so then this community formed of people who shared this big inside joke and they started talking about it and doing things with it. And now there are 10,000 parodies of "Friday" on YouTube. Even in the first seven days, there was one parody for every other day of the week. (Laughter) Unlike the one-way entertainment of the 20th century, this community participation is how we become a part of the phenomenon -- either by spreading it or by doing something new with it.
Ja siis moodustus kogukond, kes jagas omavahel seda sisenalja, ja nad hakkasid sellest rääkima ja igasugu asju tegema. Ja nüüd on YouTube'is ligi 10 000 "Reede" paroodiat. Juba esimese seitsme päeva jooksul oli seal üks paroodia iga teise nädalapäeva kohta. (Naer) Erinevalt 20. sajandi ühesuunalisest meelelahutusest, annab selline kogukondlik osalemine, võimaluse fenomenis kaasa lüüa - kas seda levitades või tehes sellest midagi uut.
(Music)
(Muusika)
So "Nyan Cat" is a looped animation with looped music. It's this, just like this. It's been viewed nearly 50 million times this year. And if you think that that is weird, you should know that there is a three-hour version of this that's been viewed four million times. (Laughter) Even cats were watching this video. (Laughter) Cats were watching other cats watch this video.
"Mjäu kiisu" on korduv animatsioon koos korduva muusikaga. See lihtsalt ongi. Seda on vaadatud sel aastal ligi 50 miljonit korda. Ja kui sa arvad, et see on imelik, siis tea, et sellest on ka 3-tunnine versioon, mida on vaadatud 4 miljonit korda. (Naer) Isegi kassid vaatavad seda videot. (Naer) Kassid vaatavad, kuidas teised kassid vaatavad videot.
(Laughter)
(Naer)
But what's important here is the creativity that it inspired amongst this techie, geeky Internet culture. There were remixes. (Laughter) Someone made an old timey version. (Laughter) And then it went international. (Laughter) An entire remix community sprouted up that brought it from being just a stupid joke to something that we can all actually be a part of. Because we don't just enjoy now, we participate.
Kuid tähtis on siinjuures see loovus, mis lahvatas tehno-giikide internetikultuuris. Tehti remikse. (Naer) Keegi tegi vanaaegse versiooni. (Naer) Ja siis see muutus rahvusvaheliseks. (Naer) Tekkis terve remiksijate kogukond ja muutis selle, mis alguses oli vaid rumal nali, millekski, milles me kõik saame osaleda. Nüüd me üksnes ei naudi, vaid ka osaleme.
And who could have predicted any of this? Who could have predicted "Double Rainbow" or Rebecca Black or "Nyan Cat?" What scripts could you have written that would have contained this in it? In a world where over two days of video get uploaded every minute, only that which is truly unique and unexpected can stand out in the way that these things have. When a friend of mine told me that I needed to see this great video about a guy protesting bicycle fines in New York City, I admit I wasn't very interested.
Ja kes oleks osanud midagi sellist ennustada? Kes oleks ennustanud "Topeltvikerkaart", Rebecca Blacki või "Mjäu kiisut"? Milline oleks olnud see stsenaarium, kus kõik see oleks sees olnud? Maailmas, kus kahe päeva jagu videoid laaditakse üles iga minut, saab vaid see, mis on tõesti eriline ja ootamatu, tõusta esile nagu need videod. Kui sõber ütles, et pean vaatama seda super videot noormehest, kes protestib rattatrahvi vastu New Yorgis, siis polnud ma eriti huvitatud.
(Video) Casey Niestat: So I got a ticket for not riding in the bike lane, but often there are obstructions that keep you from properly riding in the bike lane.
(Video) Casey Niestat: Sain trahvi, sest ei sõitnud rattarajal. kuid sageli on seal takistusi, mis ei lase sul normaalselt rattarajal sõita.
(Laughter)
(Naer)
KA: By being totally surprising and humorous, Casey Niestat got his funny idea and point seen five million times. And so this approach holds for anything new that we do creatively. And so it all brings us to one big question ...
KA: Oma üllatusliku ja humoorika videoga on Casey Niestat pannud inimesi vaatama oma lugu 5 miljonit korda. Selline lähenemine toimib kõige uue puhul, mida me loominguliselt teeme. Ja see kõik viib meid ühe suure küsimuse ette ...
(Video) Bear Vasquez: What does this mean? Ohhhh. (Laughter)
(Video) Karu Vasquez: Mida see tähendab? Ahhh... (Naer)
KA: What does it mean? Tastemakers, creative participating communities, complete unexpectedness, these are characteristics of a new kind of media and a new kind of culture where anyone has access and the audience defines the popularity. I mean, as mentioned earlier, one of the biggest stars in the world right now, Justin Bieber, got his start on YouTube. No one has to green-light your idea. And we all now feel some ownership in our own pop culture. And these are not characteristics of old media, and they're barely true of the media of today, but they will define the entertainment of the future.
KA: Mida see tähendab? Trendiloojad, osalusloomingu kogukonnad, täielik ootamatus, need on tunnusjoonteks uuele meediale ja uuele kultuurile, millele igaühel on ligipääs ja kus publik otsustab populaarsuse. Nagu varem mainisin, alustas maailma üks suurimaid staare, Justin Bieber, YouTube'is. Pole vaja, et keegi su ideele rohelist tuld näitaks. Ja me kõik tunneme, et meie popkultuur on meie endi oma. Ja need pole vana meedia tunnusjooned, need peavad vaevalt paika tänapäeval, kuid kindlasti määratlevad need meelelahutust tulevikus.
Thank you.
Aitäh.
(Applause)
(Aplaus)