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.
Pershendetje. Une jam Kevin Allocca, jam menagjer ne Youtube. dhe profesionalisht i shikoj videot e Youtube Eshte e vertete Do te flasim pak sot se si videot jan virale dhe pse ajo ka rendesi Te gjithe duam te behemi yje te famshem si kengetare, komediane dhe kur isha me i ri, dukej shum e veshtire ta besh. por tani Web video ka bere qe cdonjeri nga ne ose gjerat kreative qe ne bejme mund te behen te famshme ne nje pjese te kultures boterore Gjithkush mund te behet i famshem ne internet nga e Shtunda tjeter Jane mbi 48 or te nje video te ngarkuara ne youtube gjdo minute. Dhe prej saj, vetem nje perqindje e vogel qe marin shume shikime behen momente kulturore. Dhe si ndodh kjo? Tri gjera: personat qe vendosin se qfare do te jete ne mode, komunitetet e pjesemarrjes dhe papritja. Mire, shkojme.
(Video) Bear Vasquez: Oh, my God. Oh, my God. Oh, my God! Wooo! Ohhhhh, wowwww!
(video) Ariu Vasquez: Oh zot. Oh, zot Oh, zoti im! 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: Vitin e kaluar, Ariu Vasquez postoi nje video qe e kishte gjiruar jashte shtepise se tij ne Yosemite National Park. Ne 2010, pati 23 milione shikime. (Qeshje) Kjo eshte nje tabele se si duket kur u be e famshe veren e kaluar Por nuk e beri ate video me qellim, Ariu. Vetem donte ta shperndante ylberin Sepse ti e ben ate kur emri yt eshte Yosemite Mountain Bear. (Qeshje) Dhe ai pati shume video lidhur me natyren. Dhe kjo video aktualisht u postua ne Janar. Dhe qfar ndodhi atje? Jommy Kimmel aktualisht Ai postoi ne twiter dhe u be shume e famshme pas asaj qe beri ai. Sepse personat qe kane ndikim ne ate se qfare do te jete e modes, sikur Jimmy Kimmel na njoh neve me gjera the reja dhe interesante dhe i sjell ato tek nje audience me e gjere
(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: ♫ 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: Pra nuk menduat qe do ta benim kete bised pa folur per kete video shpresoj. Videoja e Rebecca Black's Friday eshte njera nga videot me te famshme te vitit Ka gati 200 milion shikime kete vit. Kjo tabele tregon se si duket. Njejt sikur "Double Rainbow," duket se erdhi nga askund.
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.
Pra qfare ndodhi ne kete dit? Ishte e premte, e vertet. Dhe nese mendoni per keto tjerat video, eshte e premte gjithashtu. (Qeshje) Por qka rreth kesaj dite, Kete te premte? Pra Tosh.0 mori shume blogs qe shkruanin per te. Micahel J.Nelson nga Mystery Science Theater ishte njeri nga i pari njeri qe postoi nje shaka rreth kesaj video ne Twitter Pro qka eshte e rendesishmja qe nje individ ose grup i personave me ndikim ne ate qfare do jete e modes morren nje pike shikimi dhe ata shpernade ne nje audience te madhe.
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.
Dhe keshtu ky komunitet u formua nga njerezit qe shperndane kete shaka te madhe dhe filluan te flasin rreth saj dhe bene gjera me te. Dhe tani jane 10.000 vidoe ne youtube te ngjashme si "Friday" Madje edhe ne 7 ditet e para, ishte nje video nga gjdo dite. (Qeshje) Ndryshe nga argetimet e shekullit 20, ky komunitet eshte se si behemi nje pjese e fenomenit ose duke e shperndare ose duke krijuar diqka te re me te.
(Music)
(Muzik)
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.
Keshtu "Nyan cat" eshte nje animacion me muzik. Eshte Keshtu. KA rreth 50 milion shikime kete vit. Dhe nese mendoni se eshte qudi, Duhet te dini se eshte nje version 3 or i kesaj qe eshte shikur rreth 4 milion here. (Qeshje) Macet gjithashtu shikonin kete video. (Qeshje) Macet shikonin macet e tjera duke shikuar kete video.
(Laughter)
(Qeshje)
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.
Por qka eshte e rendesishme ketu eshte kreativiteti qe inspiroi gjate kesaj ne kulturen e internetit. Kishte gjithashtu remixe. (Qeshje) Dikush beri nje si ne kohet e vjetra. (Qeshje) Dhe pastaj ne menyr internacionale. (Qeshje) Nje remix komunitet doli qe beri qe nga nje shaka te diqka qe u be pjese. Sepse tani jo vetem qe kenaqemi, por edhe marrim pjese.
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.
Dhe kush mund ta ket menduar kete? Kush mund ta ket parashikuar "Double rainbow" ose Rebecca Black ose "Nyan Cat?" Qfar skripte mund te kene shkruar qe mund ta kene kete? Ne nje bote ku mbi 48 ore gjirimesh ngarkohen cdo minute vetem ajo qe eshte shume unike dhe e papritur mund te dallohen nga turma ne menyren se si keto video kane bere Kur nje shok me tha ta shikoj kete video te nje djali qe protestoi per gjobat e bicikletave ne New York, e pranoj qe nuk isha shume i interesuar
(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: Pra mora nje gjobe qe nuk vozita ne rrugen qe duhej, por shpesh ka pengesa qe te mbajne larg rruges se duhur.
(Laughter)
(Qeshje)
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: Duke qene plotesisht befasues dhe me humor Casey Niestat beri qe me idene e tij qesharake dhe argumentin te merr rreth 5 milion shikime. Dhe kjo ndodh per cdo gje qe ne e bejme ne menyre kreative Dhe e gjithe kjo na shpie te nje pyetje e madhe...
(Video) Bear Vasquez: What does this mean? Ohhhh. (Laughter)
(Video) Bear Vasquez: Cfare do te thote kjo? Ohhh. (Qeshje)
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: Qka do te thote kjo? Personat me ndikim ne ate se qfare do jete e modes, komunitetet kreative pjesemarrese, paparashikime, keto jane karakteristika te nje medie te re dhe nje kulture te re ku gjithkush ka te drejte hyrjeje dhe audienca percakton pupullaritetin. Dua te them si me heret, njeri nga yjet me te medha ne bote tani,Justin Bieber, filloi karrieren ne YouTube Askush nuk mundet ti thyej ideat e tua. Dhe te gjithe tani ndihemi si pronar ne kulturen tone. Keto nuk jane karakteristika te nje medie te vjeter Dhe tani eshte me e reja medie, pra do ta definojne te ardhmen.
Thank you.
Faleminderit
(Applause)
(Duartrokitje)