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.
Hi. Ako si Kevin Allocca, ako ang trends manager sa YouTube at ako ay propesyonal na nanunood ng mga bidyo sa YouTube. Totoo. Pag-uusapan natin ngayong araw kung papaano sumisikat ang mga bidyo at kung bakit ba naman ito mahalaga. Gusto nating lahat na maging artista -- mga artista, mang-aawit, komedyante -- noong bata ako, napakahirap gawin ng pangarap na iyon. Pero nagawa ng mga bidyo sa Web na kahit sinuman sa atin, o kahit anumang bagay na nakakamangha ay maaring maging sikat at maging bahagi ng kultura ng mundo. Kahit sinuman sa inyo ay pwede nang sumikat sa Internet pagdating ng susunod na Sabado. Ngunit higit sa 48 oras ng mga bidyo ang ina-upload sa YouTube kada minuto. At sa mga iyon, isang maliit na porsiyento lamang ang sumisikat at nakakakuha ng madaming manonood, at nagiging cultural moment. Kaya, ano nga ba ang nangyayari? Tatlong bagay: Mga tastemaker, mga komunidad na lumalahok, at mga hindi-inaasahan. Sige, tingnan natin.
(Video) Bear Vasquez: Oh, my God. Oh, my God. Oh, my God! Wooo! Ohhhhh, wowwww!
(Bidyo) Bear Vasquez: Diyos ko po. Diyos ko po. Diyos ko po! Wooo! Ohhhhh, wowwww!
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: Noong nakalipas na taon, pinost ni Bear Vasquez ang palabas na ito na kanyang kinuha sa labas ng kanyang bahay sa Yosemite National Park. Noong 2012, pinanood ito ng 23 milyong beses. (Tawanan) Ito ay isang chart na maglalarawan sa sitwasyon noong unang sumikat ito noong nakalipas na summer. Pero hindi sinadya ni Bear na gumawa ng bidyo para sumikat. Gusto niya lamang ibahagi ang isang bahaghari. Kasi iyon ang ginagawa mo kapag ang pangalan mo ay Yosemite Mountain Bear. (Tawanan) Sa katunayan, madami siyang pinost na bidyo tungkol sa kalikasan. At itong bidyo ay pinost noong Enero pa. So ano ang nangyari dito? Si Jimmy Kimmel. Pinost ni Jimmy Kimmel ang tweet na ito na siyang magpapasikat sa bidyo. Dahil ang mga tastemaker na tulad ni Jimmy Kimmel ang nagpapakilala sa atin ng bago at interesanteng mga bagay at naidadala nila ito sa mas malaking madla.
(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. ♫
(Bidyo) 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. ♫
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: Sana hindi niyo naman inakalang mabubuo ang usapang ito na papalampasin lang ang bidyong ito. Ang kantang "Friday" ni Rebecca Black ay isa sa mga pinakasikat na bidyo ngayong taon. Pinanood ito ng halos 200 milyong beses ngayong taon. Ito ay isang chart na naglalarawan dito. Katulad ng "Double Rainbow," parang bigla na lang lumitaw mula sa wala.
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.
Ano nga ba ang nangyari noong araw na ito? Biyernes nga iyan, tama. At kung nagtataka kayo kung bakit may mga biglang taas, Biyernes din iyan. (Tawanan) Pero ano naman sa araw na ito, itong Biyernes na ito? Well, nakita ito ni Tosh.0, at dumami ang mga blog na nagsusulat tungkol dito. Si Michael J. Nelson mula sa Mystery Science Theater ay isa sa mga naunang nagbiro tungkol sa bidyo sa Twitter. Ngunit ang mahalaga ay may isa o iilang tastemaker na nagbigay ng kanilang pananaw at ibinahagi ito sa mas malaking madla, na nagpabilis sa proseso.
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.
Kaya agad nabuo itong komunidad ng mga tao na may alam sa joke na ito at pinag-uusapan, at gumagawa ng may kinalaman dito. Ngayon, may 10,000 parody ng "Friday" sa YouTube. Kahit sa unang pitong araw, may parody na para sa bawat araw ng linggo. (Tawanan) Hindi tulad ng one-way entertainment ng ika-20 siglo, ang paglahok ng komunidad ang nagsusulong ng pagiging phenomenon -- sa pagpapakalat ng ideya o sa paggawa ng bagong ideya.
(Music)
(Tugtog)
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.
Ang "Nyan Cat" ay paulit-ulit na animasyon at may kasamang paulit-ulit na musika. Ganito lang siya, ganito lang talaga siya. Pinanood ito ng halos 50 milyong beses ngayong taon. At kung sa tingin mo kakaiba ito, kailangan mong malaman na may bersyon na higit 3 oras na pinanood ng 4 milyong beses. (Tawanan) Pati ang mga pusa na nanunood nitong bidyo. (Tawanan) May mga pusang nanunood ng ibang pusang nanunood nito.
(Laughter)
(Tawanan)
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.
Pero ang mahalaga dito ay ang pagkamalikhain na napukaw nito sa kulturang techie geeky ng Internet. May mga ginawang remix. (Tawanan) May gumawa ng makalumang bersyon. (Tawanan) Tapos naging pandaigdigan. (Tawanan) Sumulpot ang isang komunidad na nagdala ng "Nyan Cat" mula sa isang biro papunta sa isang bagay na kasapi tayo. Dahil ngayon, hindi lang tayo natutuwa, lumalahok na rin tayo.
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.
At sino ba ang mag-aakala sa mga ito? Sinong makaka-isip ng "Double Rainbow" o Rebecca Black o "Nyan Cat?" Anong iskrip ang iyong maisusulat na ganito ang nilalaman? Sa isang mundo na may higit 2 araw na bidyo ang ina-upload kada-minuto, ang mga tunay na kakaiba, ang hindi inaasahan ang tunay na mangingibabaw tulad ng mga ito. Noon, sinabi ng kaibigan ko na kailangan kong tingnan itong nakakatuwang bidyo tungkol sa isang lalaking umaalma sa mga bicycle fine sa Lungsod ng New York, inaamin kong hindi ako interesado.
(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.
(Bidyo) Casey Niestat: Nakakuha ako ng ticket dahil hindi ako nanatili sa bike lane, pero minsan may mga harang na pumipigil sa iyo na magbisikleta ng maayos sa bike lane.
(Laughter)
(Tawanan)
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: Sa pagiging tunay na kabigla-bigla, at nakakatawa, nagawa ni Casey Niestat na mapanood ang kanyang opinyon ng 5 milyong beses. Kaya tama itong pamamaraan natin na maging malikhain sa mga bagong bagay. At ngayon, dumating na tayo sa isang malaking tanong ...
(Video) Bear Vasquez: What does this mean? Ohhhh. (Laughter)
(Bidyo) Bear Vazquez: Ano ang ibig sabihin nito? Ohhhh. (Tawanan)
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: Ano ang ibig sabihin nito? Mga tastemaker, malikhaing komunidad na lumalahok, at ang hindi talaga inaasahan, ito ang mga katangian ng bagong uri ng media at bagong uri ng kultura kung saan kahit sinuman ang nakakapanood at ang mga manonood ang huhusga sa magiging kasikatan nito. Ibig ko lang sabihin, tulad ng nasabi kanina, isa sa mga pinakasikat na artista sa mundo ngayon, si Justin Bieber, ay nagsimula rin sa YouTube. Hindi mo kailangang humingi ng pahintulot sa iba. Ngayon, lahat tayo ang nagmamay-ari ng ating sariling pop cuture. At hindi ito katangian ng lumang media, pati ng media natin sa kasalukuyan, ngunit ito ang batayan ng larangan ng pagbibigay-aliw sa hinaharap.
Thank you.
Salamat.
(Applause)
(Palakpakan)