ABOUT THE SPEAKER
Kevin Allocca - Head of Culture & Trends, YouTube
Kevin 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.

More profile about the speaker
Kevin Allocca | Speaker | TED.com
TEDYouth 2011

Kevin Allocca: Why videos go viral

Kevin Allocca: Bakit sumisikat ang mga bidyo

Filmed:
2,953,285 views

Si Kevin Alloca ang trends manager ng YouTube, at meron siyang mga malalalim na pananaw tungkol sa mga nakakatuwang bidyo sa Web. Sa panayam na ito na ginanap sa TEDYouth, ibinahagi niya ang apat na rason sa pagsisikat ng mga bidyo. (Ito ang unang talumpati na pinost mula sa napakagandang TEDYouth event. Madami pa ang mailalagay sa susunod na buwan bilang bahagi ng aming TED-Ed launch. Nasasabik na kami...)
- Head of Culture & Trends, YouTube
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
HiHi. I'm KevinKevin AlloccaAllocca, I'm the trendsuso managertagapamahala ng at YouTubeYouTube,
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Hi. Ako si Kevin Allocca, ako ang trends manager sa YouTube
00:18
and I professionallypropesyonal watch YouTubeYouTube videosmga video.
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at ako ay propesyonal na nanunood ng mga bidyo sa YouTube.
00:20
It's truetunay na.
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Totoo.
00:22
So we're going to talk a little bitkaunti todayngayon about how videosmga video go viralviral
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Pag-uusapan natin ngayong araw kung papaano sumisikat ang mga bidyo
00:25
and then why that even mattersmahalaga ang.
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at kung bakit ba naman ito mahalaga.
00:27
We all want to be starsmga bituin --
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Gusto nating lahat na maging artista --
00:29
celebritiesmga kilalang tao, singersmang-aawit, comedianskomedyante --
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mga artista, mang-aawit, komedyante --
00:32
and when I was youngernakababatang, that seemedtila so very, very hardmahirap to do.
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noong bata ako, napakahirap gawin ng pangarap na iyon.
00:35
But now WebWeb videovideo has madeginawa it
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Pero nagawa ng mga bidyo sa Web
00:37
so that any of us or any of the creativemalikhaing things that we do
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na kahit sinuman sa atin, o kahit anumang bagay na nakakamangha
00:39
can becomemaging completelyganap famoussikat
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ay maaring maging sikat
00:41
in a partbahagi of our world'ssa mundo culturekultura.
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at maging bahagi ng kultura ng mundo.
00:43
Any one of you could be famoussikat on the InternetInternet
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Kahit sinuman sa inyo ay pwede nang sumikat sa Internet
00:45
by nextsusunod SaturdaySabado.
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pagdating ng susunod na Sabado.
00:47
But there are over 48 hoursoras of videovideo uploadedin-upload to YouTubeYouTube
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Ngunit higit sa 48 oras ng mga bidyo ang ina-upload sa YouTube
00:49
everybawat minuteminuto.
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kada minuto.
00:51
And of that, only a tinymaliit na maliit percentageporsyento
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At sa mga iyon, isang maliit na porsiyento lamang
00:53
ever goesnapupunta viralviral and getsay makakakuha ng tonstonelada of viewsmga pananaw and becomesay nagiging a culturalkultural momentilang sandali.
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ang sumisikat at nakakakuha ng madaming manonood, at nagiging cultural moment.
00:56
So how does it happenmangyari?
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Kaya, ano nga ba ang nangyayari?
00:58
ThreeTatlong things:
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Tatlong bagay:
01:00
tastemakerstastemakers, communitiesmga komunidad of participationpakikibahagi
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Mga tastemaker, mga komunidad na lumalahok,
01:02
and unexpectednessunexpectedness.
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at mga hindi-inaasahan.
01:04
All right, let's go.
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Sige, tingnan natin.
01:06
(VideoVideo) BearOso VasquezVasquez: Oh, my God. Oh, my God.
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(Bidyo) Bear Vasquez: Diyos ko po. Diyos ko po.
01:10
Oh, my God!
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Diyos ko po!
01:13
WoooWooo!
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Wooo!
01:15
OhhhhhAh, wowwwwWow!
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Ohhhhh, wowwww!
01:20
KAKA: Last yeartaon, BearOso VasquezVasquez postedNai-post this videovideo
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KA: Noong nakalipas na taon, pinost ni Bear Vasquez ang palabas na ito
01:22
that he had shotshot outsidelabas his home in YosemiteYosemite NationalPambansang ParkPark.
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na kanyang kinuha sa labas ng kanyang bahay sa Yosemite National Park.
01:25
In 2010, it was viewedBinisita ng 23 millionmilyon timesbeses.
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Noong 2012, pinanood ito ng 23 milyong beses.
01:28
(LaughterTawanan)
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(Tawanan)
01:30
This is a charttsart of what it lookedtumingin like
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Ito ay isang chart na maglalarawan sa sitwasyon
01:32
when it first becameay naging popularpopular last summertag-init.
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noong unang sumikat ito noong nakalipas na summer.
01:35
But he didn't actuallytalagang setMagtakda ng mga out to make a viralviral videovideo, BearOso.
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Pero hindi sinadya ni Bear na gumawa ng bidyo para sumikat.
01:38
He just wanted to sharemagbahagi a rainbowbahaghari.
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Gusto niya lamang ibahagi ang isang bahaghari.
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Because that's what you do when your namepangalan is YosemiteYosemite MountainBundok BearOso.
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Kasi iyon ang ginagawa mo kapag ang pangalan mo ay Yosemite Mountain Bear.
01:42
(LaughterTawanan)
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(Tawanan)
01:44
And he had postedNai-post lots of naturekalikasan videosmga video in factkatotohanan.
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Sa katunayan, madami siyang pinost na bidyo tungkol sa kalikasan.
01:47
And this videovideo had actuallytalagang been postedNai-post
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At itong bidyo ay pinost
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all the way back in JanuaryEnero.
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noong Enero pa.
01:52
So what happenednangyari here?
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So ano ang nangyari dito?
01:54
JimmyJimmy KimmelKimmel actuallytalagang.
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Si Jimmy Kimmel.
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JimmyJimmy KimmelKimmel postedNai-post this tweetTweet
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Pinost ni Jimmy Kimmel ang tweet na ito
01:58
that would eventuallyKalaunan ay propellumikha the videovideo to be as popularpopular as it would becomemaging.
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na siyang magpapasikat sa bidyo.
02:01
Because tastemakerstastemakers like JimmyJimmy KimmelKimmel
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Dahil ang mga tastemaker na tulad ni Jimmy Kimmel
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introduceipakilala ang us to newbagong and interestingkawili-wiling things
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ang nagpapakilala sa atin ng bago at interesanteng mga bagay
02:06
and bringmagdala ng them to a largermas malaki audiencemambabasa.
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at naidadala nila ito sa mas malaking madla.
02:08
(VideoVideo) RebeccaRebecca BlackItim: ♫ It's FridayBiyernes, FridayBiyernes. GottaGotta get down on FridayBiyernes. ♫
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(Bidyo) Rebecca Black: ♫ It's Friday, Friday. Gotta get down on Friday. ♫
02:12
Everybody'sLahat ng tao looking forwardpaglakad to the weekendkatapusan ng Linggo, weekendkatapusan ng Linggo. ♫
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♫ Everybody's looking forward to the weekend, weekend. ♫
02:17
FridayBiyernes, FridayBiyernes. Gettin'Gettin' down on FridayBiyernes. ♫
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♫ Friday, Friday. Gettin' down on Friday. ♫
02:21
KAKA: So you didn't think that we could actuallytalagang have this conversationpag-uusap
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KA: Sana hindi niyo naman inakalang mabubuo ang usapang ito
02:24
withoutnang walang talkingpakikipag-usap about this videovideo I hopepag-asa.
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na papalampasin lang ang bidyong ito.
02:26
RebeccaRebecca Black'sAng Black "FridayBiyernes" is one of the mostKaramihan popularpopular videosmga video of the yeartaon.
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Ang kantang "Friday" ni Rebecca Black ay isa sa mga pinakasikat na bidyo ngayong taon.
02:29
It's been seenNakita nearlyhalos 200 millionmilyon timesbeses this yeartaon.
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Pinanood ito ng halos 200 milyong beses ngayong taon.
02:32
This is a charttsart of what it lookedtumingin like.
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Ito ay isang chart na naglalarawan dito.
02:34
And similarkatulad ng to "DoubleDouble RainbowBahaghari,"
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Katulad ng "Double Rainbow,"
02:36
it seemstila to have just sproutedumusbong up out of nowherewala kahit saan.
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parang bigla na lang lumitaw mula sa wala.
02:40
So what happenednangyari on this day?
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Ano nga ba ang nangyari noong araw na ito?
02:42
Well it was a FridayBiyernes, this is truetunay na.
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Biyernes nga iyan, tama.
02:45
And if you're wonderingnagtataka about those other spikesmga tinik, those are alsodin FridaysBiyernes.
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At kung nagtataka kayo kung bakit may mga biglang taas, Biyernes din iyan.
02:48
(LaughterTawanan)
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(Tawanan)
02:53
But what about this day,
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Pero ano naman sa araw na ito,
02:55
this one particularpartikular FridayBiyernes?
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itong Biyernes na ito?
02:57
Well ToshTosh.0 pickedDinampot it up, a lot of blogsmga blog startingsimula writingpagsulat ng about.
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Well, nakita ito ni Tosh.0, at dumami ang mga blog na nagsusulat tungkol dito.
03:00
MichaelMichael J. NelsonNelson from MysteryMisteryo ScienceAgham TheaterTeatro
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Si Michael J. Nelson mula sa Mystery Science Theater
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was one of the first people to postpost na a jokebiro about the videovideo on TwitterTwitter.
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ay isa sa mga naunang nagbiro tungkol sa bidyo sa Twitter.
03:06
But what's importantmahalagang is that an individualindibidwal or a groupgrupo of tastemakerstastemakers
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Ngunit ang mahalaga ay may isa o iilang tastemaker
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tookKinuha ang a pointpunto of viewtanaw
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na nagbigay ng kanilang pananaw
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and they sharedIbinahagi that with a largermas malaki audiencemambabasa, acceleratingaccelerating the processproseso.
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at ibinahagi ito sa mas malaking madla, na nagpabilis sa proseso.
03:13
And so then this communitykomunidad formednabuo
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Kaya agad nabuo itong komunidad
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of people who sharedIbinahagi this bigmalaking insideloob jokebiro
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ng mga tao na may alam sa joke na ito
03:17
and they startednagsimula talkingpakikipag-usap about it and doing things with it.
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at pinag-uusapan, at gumagawa ng may kinalaman dito.
03:20
And now there are 10,000 parodiesparodies of "FridayBiyernes" on YouTubeYouTube.
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Ngayon, may 10,000 parody ng "Friday" sa YouTube.
03:23
Even in the first sevenpitong daysaraw,
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Kahit sa unang pitong araw,
03:25
there was one parodykapangyarihan for everybawat other day of the weekLinggo.
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may parody na para sa bawat araw ng linggo.
03:28
(LaughterTawanan)
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(Tawanan)
03:32
UnlikeHindi tulad ng the one-wayOne-Way entertainmentlibangan of the 20thth centuryna siglo,
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Hindi tulad ng one-way entertainment ng ika-20 siglo,
03:35
this communitykomunidad participationpakikibahagi
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ang paglahok ng komunidad
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is how we becomemaging a partbahagi of the phenomenonkababalaghan --
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ang nagsusulong ng pagiging phenomenon --
03:39
eitheralinman by spreadingpagkalat it or by doing something newbagong with it.
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sa pagpapakalat ng ideya o sa paggawa ng bagong ideya.
03:42
(MusicMusika)
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So "NyanNyan CatPusa" is a loopednakabilot animationanimasyon
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Ang "Nyan Cat" ay paulit-ulit na animasyon
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with loopednakabilot musicmusika.
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at may kasamang paulit-ulit na musika.
03:56
It's this, just like this.
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Ganito lang siya, ganito lang talaga siya.
03:58
It's been viewedBinisita ng nearlyhalos 50 millionmilyon timesbeses this yeartaon.
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Pinanood ito ng halos 50 milyong beses ngayong taon.
04:02
And if you think that that is weirdkakaiba,
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At kung sa tingin mo kakaiba ito,
04:04
you should know that there is a three-hourtatlong oras versionbersyon of this
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kailangan mong malaman na may bersyon na higit 3 oras
04:06
that's been viewedBinisita ng fourapat na millionmilyon timesbeses.
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na pinanood ng 4 milyong beses.
04:08
(LaughterTawanan)
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(Tawanan)
04:11
Even catspusa were watchingpanonood ng this videovideo.
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Pati ang mga pusa na nanunood nitong bidyo.
04:13
(LaughterTawanan)
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(Tawanan)
04:17
CatsPusa were watchingpanonood ng other catspusa watch this videovideo.
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May mga pusang nanunood ng ibang pusang nanunood nito.
04:21
(LaughterTawanan)
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(Tawanan)
04:29
But what's importantmahalagang here
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Pero ang mahalaga dito
04:32
is the creativitypagiging malikhain that it inspiredinspirasyon
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ay ang pagkamalikhain na napukaw nito
04:34
amongstsa gitna this techietechie, geekygeeky InternetInternet culturekultura.
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sa kulturang techie geeky ng Internet.
04:37
There were remixesremix bawat linggo.
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May mga ginawang remix.
04:39
(LaughterTawanan)
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(Tawanan)
04:41
SomeoneIsang tao madeginawa an oldLumang timeytimey versionbersyon.
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May gumawa ng makalumang bersyon.
04:44
(LaughterTawanan)
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(Tawanan)
04:46
And then it wentnagpunta internationalinternasyonal.
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Tapos naging pandaigdigan.
04:49
(LaughterTawanan)
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05:03
An entirebuong remixremix communitykomunidad sproutedumusbong up
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Sumulpot ang isang komunidad
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that broughtdinala it from beingang pagiging just a stupidbobo jokebiro
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na nagdala ng "Nyan Cat" mula sa isang biro
05:09
to something that we can all actuallytalagang be a partbahagi of.
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papunta sa isang bagay na kasapi tayo.
05:11
Because we don't just enjoymasiyahan sa now,
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Dahil ngayon, hindi lang tayo natutuwa,
05:13
we participatemakibahagi.
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lumalahok na rin tayo.
05:18
And who could have predictedIpinropesiya any of this?
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At sino ba ang mag-aakala sa mga ito?
05:20
Who could have predictedIpinropesiya "DoubleDouble RainbowBahaghari" or RebeccaRebecca BlackItim
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Sinong makaka-isip ng "Double Rainbow" o Rebecca Black
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or "NyanNyan CatPusa?"
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o "Nyan Cat?"
05:24
What scriptsscript could you have writtennakasulat na
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Anong iskrip ang iyong maisusulat
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that would have containednaglalaman ng mga this in it?
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na ganito ang nilalaman?
05:29
In a worldmundo where over two daysaraw of videovideo
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Sa isang mundo na may higit 2 araw na bidyo
05:31
get uploadedin-upload everybawat minuteminuto,
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ang ina-upload kada-minuto,
05:33
only that whichna kung saan is trulytunay uniquenatatanging and unexpectedhindi inaasahang
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ang mga tunay na kakaiba, ang hindi inaasahan
05:35
can standtumayo out in the way that these things have.
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ang tunay na mangingibabaw tulad ng mga ito.
05:38
When a friendkaibigan of mineaking mga told me that I neededkailangan to see this great videovideo
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Noon, sinabi ng kaibigan ko na kailangan kong tingnan itong nakakatuwang bidyo
05:41
about a guy protestingtumututol bicyclebisikleta finesmulta in NewBagong YorkYork CityLungsod,
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tungkol sa isang lalaking umaalma sa mga bicycle fine sa Lungsod ng New York,
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I admitaminin I wasn'thindi very interestedinteresado.
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inaamin kong hindi ako interesado.
05:46
(VideoVideo) CaseyCasey NiestatNiestat: So I got a tickettiket for not ridingpagsakay sa kabayo in the bikebike lanelane,
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(Bidyo) Casey Niestat: Nakakuha ako ng ticket dahil hindi ako nanatili sa bike lane,
05:49
but oftenmadalas there are obstructionsmga harang
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pero minsan may mga harang
05:51
that keep you from properlynang wasto ridingpagsakay sa kabayo in the bikebike lanelane.
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na pumipigil sa iyo na magbisikleta ng maayos sa bike lane.
05:54
(LaughterTawanan)
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(Tawanan)
06:08
KAKA: By beingang pagiging totallylubos surprisingnakakagulat and humorousnakakatawa,
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KA: Sa pagiging tunay na kabigla-bigla, at nakakatawa,
06:10
CaseyCasey NiestatNiestat got his funnynakakatawa ideaideya and pointpunto
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nagawa ni Casey Niestat na mapanood ang kanyang opinyon
06:14
seenNakita fivelimang millionmilyon timesbeses.
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ng 5 milyong beses.
06:16
And so this approachdiskarte holdsmay hawak
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Kaya tama itong pamamaraan natin
06:18
for anything newbagong that we do creativelymalikhain.
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na maging malikhain sa mga bagong bagay.
06:20
And so it all bringsay nagdudulot ng us
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At ngayon, dumating na tayo
06:22
to one bigmalaking questiontanong ...
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sa isang malaking tanong ...
06:24
(VideoVideo) BearOso VasquezVasquez: What does this mean?
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(Bidyo) Bear Vazquez: Ano ang ibig sabihin nito?
06:27
OhhhhAh.
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Ohhhh.
06:29
(LaughterTawanan)
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(Tawanan)
06:32
KAKA: What does it mean?
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KA: Ano ang ibig sabihin nito?
06:35
TastemakersTastemakers, creativemalikhaing participatingpakikibahagi communitiesmga komunidad,
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Mga tastemaker, malikhaing komunidad na lumalahok,
06:38
completeKumpletuhin ang unexpectednessunexpectedness,
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at ang hindi talaga inaasahan,
06:40
these are characteristicsmga katangian of a newbagong kinduri of mediamedia and a newbagong kinduri of culturekultura
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ito ang mga katangian ng bagong uri ng media at bagong uri ng kultura
06:43
where anyonekahit sino has accessaccess
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kung saan kahit sinuman ang nakakapanood
06:45
and the audiencemambabasa definesay tumutukoy sa the popularitykatanyagan.
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at ang mga manonood ang huhusga sa magiging kasikatan nito.
06:47
I mean, as mentionednabanggit earlierkanina,
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Ibig ko lang sabihin, tulad ng nasabi kanina,
06:49
one of the biggestpinakamalaking starsmga bituin in the worldmundo right now, JustinJustin BieberBieber,
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isa sa mga pinakasikat na artista sa mundo ngayon, si Justin Bieber,
06:51
got his startsimulan ang on YouTubeYouTube.
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ay nagsimula rin sa YouTube.
06:53
No one has to green-lightberde-liwanag your ideaideya.
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Hindi mo kailangang humingi ng pahintulot sa iba.
06:56
And we all now feel some ownershippagmamay-ari
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Ngayon, lahat tayo ang nagmamay-ari
06:58
in our ownsariling poppop culturekultura.
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ng ating sariling pop cuture.
07:00
And these are not characteristicsmga katangian of oldLumang mediamedia,
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At hindi ito katangian ng lumang media,
07:02
and they're barelyhalos hindi truetunay na of the mediamedia of todayngayon,
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pati ng media natin sa kasalukuyan,
07:05
but they will definebigyang kahulugan the entertainmentlibangan of the futurehinaharap.
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ngunit ito ang batayan ng larangan ng pagbibigay-aliw sa hinaharap.
07:07
Thank you.
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Salamat.
07:09
(ApplausePalakpakan)
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(Palakpakan)
Translated by Courtney Ngo
Reviewed by Schubert Malbas

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ABOUT THE SPEAKER
Kevin Allocca - Head of Culture & Trends, YouTube
Kevin 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.

More profile about the speaker
Kevin Allocca | Speaker | TED.com

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