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.
嗨!我是凱文·艾羅卡 YouTube 的趨勢分析經理 我以專業的眼光看 YouTube 影片 真的 今天我們來聊一聊影片爲什麼會爆紅 以及為什麼這很重要 我們都想成名── 名流、歌星、喜劇演員── 我年輕的時候,這好像非常非常困難 但是現在網路影片發達了 所以無論是人或是有創意的事 都可以藉此 在全球文化的某一角成名 說不定在座的某一位 在下星期六前就會成為網路名人 但是每分鐘都有總長 超過 48 小時的影片 上傳到 YouTube 其中只有非常少的百分比會爆紅 吸引成千上萬的人觀看,變成話題 要怎樣才能爆紅? 有三個重要因素: 領導潮流的人,製造參與感 以及意外感 好吧!開始吧!
(Video) Bear Vasquez: Oh, my God. Oh, my God. Oh, my God! Wooo! Ohhhhh, wowwww!
(影片)熊先生:喔!天哪!喔!天哪! 喔!我的天! 哦! 喔~哦~
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.
去年熊先生上傳了這支影片 是他在優勝美地國家公園的住家外拍的 2010 年這支影片的 觀看次數為二億三千萬 (笑聲) 這張圖顯示了 去年夏天他剛剛紅起來的樣子 但熊先生的原意不是要拍發燒影片 他只是想要分享彩虹 因為這是自稱 「優勝美地山景熊」的人 會做的事(笑聲) 其實他還上傳了很多自然景觀的影片 這支影片事實上 早年去年一月就在上面了 所以這裡到底發生了什麼事? 都是因爲 Jimmy Kimmel (美國脫口秀主持人) Jimmy Kimmel 這則推文 推波助瀾使這支影片大受歡迎 因為像 Jimmy Kimmel 這種領導潮流的人 不但會介紹新奇有趣的東西 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. ♫ ♫ Everybody's looking forward to the weekend, weekend. ♫ ♫ Friday, Friday. Gettin' down on Friday. ♫
(影片)黑麗小姐:♫今天是星期五, 星期五,玩樂的星期五♫ ♫每個人都巴望著週末,週末♫ ♫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 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.
凱文:接下來要再繼續講下去 你想我們有可能不談這部片子嗎? 黑麗小姐的「星期五」 是今年最夯的影片之一 今年就吸引了近二億人次觀看 這張表是它的趨勢圖 跟熊先生的「兩道彩虹」很類似 這片子好像突然就竄紅了
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.
那天倒底發生了什麼事? 那天是星期五,的確 其他那些高峰,是的,也是星期五 (笑聲) 但是那天 那個特別的星期五到底發生了什麼? 就是 Tosh.0(電視節目)選中了它 很多部落格也相繼討論 奧秘科學劇院的邁可・納爾遜 率先在推特上取笑這支影片 重點是像這樣領導潮流的名人 看了影片後 跟廣大觀眾群分享觀點,加速了爆紅
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.
所以這群分享著 共通笑話的觀眾 不但會一起討論 接著還會搞一點東西來亂 所以現在 YouTube 上 有一萬部「星期五」惡搞片 甚至在最先七天 就出現了針對週間其他天來亂的影片 (笑聲) 不像 20 世紀的娛樂是單向行為 我們以集體參與傳播影片 或著集體對影片搞一點新東西 使我們變成潮流的一分子
(Music)
(音樂)
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.
這個 "Nyan Cat"(喵喵貓) 是一種連續動畫圖 配合著連續背景音樂 就是這個,只有這樣 今年它的觀看次數是五千萬次 如果你覺得這簡直是不可思議 你就更難想像還有一個三小時的版本 吸引了四百萬人次觀看 (笑聲) 甚至還有貓在看這個影片 (笑聲) 貓在觀察其他的貓看這部影片
(Laughter)
(笑聲)
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.
但是重要的是 在這網路科技怪咖文化裡 所激發出來的靈感和創造力 他們做了很多混音版 (笑聲) 有人弄了個懷舊版 (笑聲) 然後還有國際版的 (笑聲) 混音族竄出 讓這個原本只是個愚蠢的笑話 變成大家都可以參一腳的玩意 因為我們不只是開心地看 我們還參與了製作
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.
當初有誰想得到這些呢? 誰能預料到「兩道彩虹」、黑麗小姐 或「喵喵貓」會紅呢? 你會寫什麼劇本 會把這些東西放在裡面? 在這個每分鐘會上傳 總長超過兩天的網路影片界 只有那些真的很特別 很令人意外的片子 能以這些特徵引人注目 我的朋友大力推薦一段很棒的影片 是一個抗議紐約市 單車罰單的傢伙拍的 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, but often there are obstructions that keep you from properly 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 可是那裡障礙重重啊 我根本沒辦法在上面好好的騎車
(Laughter)
(笑聲)
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 ...
凱西以出人意料的方式及幽默感 吸引了五百萬人次觀看 他的搞笑版抗議 這種方法適用在 每一件我們所創作的新東西上 所以這促使我們 問一個大哉問……
(Video) Bear Vasquez: What does this mean? Ohhhh. (Laughter)
(影片)熊先生:這意味著什麼? 喔 (笑聲)
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.
這意味著什麼? 領導潮流者、創意性集體參與 以及完全出人意料 是新媒體及新文化的特徵 在其中人人都能參與 而且由觀眾決定歡迎度 我是說,就像之前提到的 現在最紅的藝人小賈斯汀 也是從 YouTube 紅起來的 你的點子不需要人批准 而且我們都覺得在流行文化裡 擁有或多或少的自主權 這些不是舊時代的媒體特徵 也不能代表今天的媒體 但是他們一定會成為未來的娛樂型態
Thank you.
謝謝
(Applause)
(鼓掌)