TEDYouth 2011
Kevin Allocca: Why videos go viral
Kevin Aloka (Kevin Allocca): Zašto snimci postaju zarazni
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Kevin Aloka je menadžer trendova na Jutjubu i ima duboka razmišljanja o smešnim snimcima na Internetu. U ovom govoru sa TEDYouth, podelio je sa nama četiri razloga zbog kojih neki snimak postaje zarazan. (Ovo je prvi govor sa neverovatnog TEDYouth događaja koji je objavljen. Još mnogi će uslediti u toku narednog meseca kao deo lansiranja TED-Ed. Jedva čekamo...)
Kevin Allocca - Head of Culture & Trends, YouTube
Kevin Allocca is YouTube's expert on the intersection of web video and global culture Full bio
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
Hi. I'm Kevin Allocca, I'm the trends manager at YouTube,
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Zdravo. Ja sam Kevin Aloka i radim kao menadžer trendova
00:18
and I professionally watch YouTube videos.
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na Jutjubu i profesionalno gledam
00:20
It's true.
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snimke na Jutjubu. Zaista.
00:22
So we're going to talk a little bit today about how videos go viral
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Danas ćemo pričati o tome kako snimci postaju zarazni
00:25
and then why that even matters.
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i onda o tome zašto je to važno.
00:27
We all want to be stars --
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Svi mi želimo da budemo zvezde -
00:29
celebrities, singers, comedians --
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poznati, pevači, komičari -
00:32
and when I was younger, that seemed so very, very hard to do.
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a kada sam bio mlađi to je delovalo veoma teško.
00:35
But now Web video has made it
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Međutim, Internet snimci su učinili
00:37
so that any of us or any of the creative things that we do
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da svako od nas kao i kreativne stvari koje radimo
00:39
can become completely famous
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može da postane veoma poznat
00:41
in a part of our world's culture.
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u delu kulture našeg sveta.
00:43
Any one of you could be famous on the Internet
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Svako od vas mogao bi da bude popularan
00:45
by next Saturday.
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na Internetu do sledeće subote.
00:47
But there are over 48 hours of video uploaded to YouTube
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Ali, preko 48 sati snimaka se
00:49
every minute.
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dodaju na Jutjub svakog minuta.
00:51
And of that, only a tiny percentage
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A od svega toga, samo mali procenat ikada postane
00:53
ever goes viral and gets tons of views and becomes a cultural moment.
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zarazan, pregledan hiljadu puta i postane kulturološki trenutak.
00:56
So how does it happen?
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Kako se to dešava?
00:58
Three things:
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Zbog 3 stvari:
01:00
tastemakers, communities of participation
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stvaraoci ukusa, zajednice učesnika
01:02
and unexpectedness.
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i neočekivanosti.
01:04
All right, let's go.
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U redu, idemo.
01:06
(Video) Bear Vasquez: Oh, my God. Oh, my God.
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(Snimak) Meda Vaskez: O, Bože. O, moj Bože!
01:10
Oh, my God!
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O, moj Bože!
01:13
Wooo!
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Vuuuu!
01:15
Ohhhhh, wowwww!
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O, vaaau!
01:20
KA: Last year, Bear Vasquez posted this video
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KA: Prošle godine, Meda Vaskez okačio je ovaj snimak
01:22
that he had shot outside his home in Yosemite National Park.
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koji je snimio ispred svoje kuće u Nacionalom parku Josemiti.
01:25
In 2010, it was viewed 23 million times.
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2010. pregledan je 23 miliona puta.
01:28
(Laughter)
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(Smeh)
01:30
This is a chart of what it looked like
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Ovo je grafikon koji prikazuje kako je to izgledalo
01:32
when it first became popular last summer.
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kada je snimak postao popularan prošlog leta.
01:35
But he didn't actually set out to make a viral video, Bear.
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Ali Meda nije postavio onaj snimak kako bi postao popularan.
01:38
He just wanted to share a rainbow.
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Samo je želeo da podeli dugu.
01:40
Because that's what you do when your name is Yosemite Mountain Bear.
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Jer to i radite kada se zovete Josemiti planinski medved.
01:42
(Laughter)
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(Smeh)
01:44
And he had posted lots of nature videos in fact.
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On je objavio mnogo snimaka prirode,
01:47
And this video had actually been posted
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a ovaj je postavljen
01:49
all the way back in January.
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još u januaru.
01:52
So what happened here?
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Šta se ovde, dogodilo?
01:54
Jimmy Kimmel actually.
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Džimi Kimel.
01:56
Jimmy Kimmel posted this tweet
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On je objavio ovaj snimak na Tviteru,
01:58
that would eventually propel the video to be as popular as it would become.
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što je učinilo da snimak bude toliko popularan.
02:01
Because tastemakers like Jimmy Kimmel
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Jer nas stvaraoci ukusa kao što je Džimi Kimel,
02:04
introduce us to new and interesting things
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upoznaju sa novim i zanimljivim stvarima
02:06
and bring them to a larger audience.
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i donose ih široj publici.
02:08
(Video) Rebecca Black: ♫ It's Friday, Friday. Gotta get down on Friday. ♫
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(Snimak) Rebeka Blek: ♫ Petak je, petak. Uživajmo u petku. ♫
02:12
♫ Everybody's looking forward to the weekend, weekend. ♫
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♫ Svi se raduju vikendu, vikendu. ♫
02:17
♫ Friday, Friday. Gettin' down on Friday. ♫
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♫ Petak, petak. Uživanje u petku. ♫
02:21
KA: So you didn't think that we could actually have this conversation
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KA: Niste valjda pomislili da ovaj razgovor može proći
02:24
without talking about this video I hope.
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bez priče o ovom snimku.
02:26
Rebecca Black's "Friday" is one of the most popular videos of the year.
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"Petak" Rebeke Blek je jedan od najpoznatijih snimaka ove godine.
02:29
It's been seen nearly 200 million times this year.
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Pregledan je oko 200 miliona puta.
02:32
This is a chart of what it looked like.
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Ovo je grafikon koji prikazuje kako je to izgledalo.
02:34
And similar to "Double Rainbow,"
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Slično je "Dvostrukoj dugi"
02:36
it seems to have just sprouted up out of nowhere.
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izgleda kao da se pojavio niotkuda.
02:40
So what happened on this day?
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Dakle, šta se desilo ovog dana?
02:42
Well it was a Friday, this is true.
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Pa, bio je petak, to je istina.
02:45
And if you're wondering about those other spikes, those are also Fridays.
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Ako se pitate o ovim špicevima, ti dani su takođe petak.
02:48
(Laughter)
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(Smeh)
02:53
But what about this day,
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Ali, šta je sa ovim danom,
02:55
this one particular Friday?
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baš ovim petkom?
02:57
Well Tosh.0 picked it up, a lot of blogs starting writing about.
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Komičar Toš.0 ga je izabrao, mnogi blogovi su pisali o tome.
03:00
Michael J. Nelson from Mystery Science Theater
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Majkl Dž. Nelson iz Teatra naučnih misterija
03:02
was one of the first people to post a joke about the video on Twitter.
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je prvi koji se našalio o tom sminku na Tviteru.
03:06
But what's important is that an individual or a group of tastemakers
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Ali, ono što je važno jeste da individua ili grupa
03:08
took a point of view
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stvaraoca ukusa zauzme stav i onda ga podele
03:10
and they shared that with a larger audience, accelerating the process.
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sa širom publikom time ubrzavajući proces.
03:13
And so then this community formed
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Tako se stvorila zajednica ljudi
03:15
of people who shared this big inside joke
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koja je počela da deli veliku internu šalu
03:17
and they started talking about it and doing things with it.
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sa drugima, a onda su ti drugi počeli da pričaju o tome i rade stvari s tim.
03:20
And now there are 10,000 parodies of "Friday" on YouTube.
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Tako danas imamo 10,000 parodija na "Petak" na Jutjubu.
03:23
Even in the first seven days,
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Već u prvih 7 dana,
03:25
there was one parody for every other day of the week.
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postojala je po jedna parodija za svaki dan u nedelji.
03:28
(Laughter)
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(Smeh)
03:32
Unlike the one-way entertainment of the 20th century,
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Za razliku od jednosmerne zabave 20. veka
03:35
this community participation
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ovo učestvovanje zajednice
03:37
is how we become a part of the phenomenon --
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je način na koji postajemo deo fenomena -
03:39
either by spreading it or by doing something new with it.
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bilo šireći ga, bilo radeći nešto novo sa njim.
03:42
(Music)
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(Muzika)
03:51
So "Nyan Cat" is a looped animation
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"Nijan mačka" je animacija koja se ponavlja
03:54
with looped music.
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sa muzikom koja se ponavlja.
03:56
It's this, just like this.
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To je sve, ovo je sve.
03:58
It's been viewed nearly 50 million times this year.
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Pregledano je oko 50 miliona puta ove godine.
04:02
And if you think that that is weird,
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A ako mislite da je to čudno,
04:04
you should know that there is a three-hour version of this
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trebalo bi da znate da postoji verzija od 3 sata
04:06
that's been viewed four million times.
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i da je pregledana 4 miliona puta.
04:08
(Laughter)
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(Smeh)
04:11
Even cats were watching this video.
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Čak su i mačke gledale ovaj snimak.
04:13
(Laughter)
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(Smeh)
04:17
Cats were watching other cats watch this video.
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Mačke su gledale kako druge mačke gledaju ovaj snimak.
04:21
(Laughter)
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(Smeh)
04:29
But what's important here
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Ono što je ovde važno
04:32
is the creativity that it inspired
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je kreativnost koja je inspirisala
04:34
amongst this techie, geeky Internet culture.
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ljude u svoj toj tehno-štreberskoj kulturi.
04:37
There were remixes.
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Postoje i remiksi.
04:39
(Laughter)
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(Smeh)
04:41
Someone made an old timey version.
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Neko je napravio staromodnu verziju.
04:44
(Laughter)
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(Smeh)
04:46
And then it went international.
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A postala je i međunarodna.
04:49
(Laughter)
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(Smeh)
05:03
An entire remix community sprouted up
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Čitava remiks zajednica se pojavila
05:06
that brought it from being just a stupid joke
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i pretvorila ovu glupu šalu
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to something that we can all actually be a part of.
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u nešto čega zaista možemo biti deo.
05:11
Because we don't just enjoy now,
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Više ne samo da uživamo,
05:13
we participate.
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nego i učestvujemo.
05:18
And who could have predicted any of this?
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Ko je mogao da predvidi išta od toga?
05:20
Who could have predicted "Double Rainbow" or Rebecca Black
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Ko je mogao da predvidi "Dvostruku dugu" ili Rebeku Blek
05:22
or "Nyan Cat?"
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ili "Nijan mačku"?
05:24
What scripts could you have written
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Kakav scenario ste mogli da napišete,
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that would have contained this in it?
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a da sadrži ovo?
05:29
In a world where over two days of video
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U svetu u kojem se preko 2 dana dugih
05:31
get uploaded every minute,
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snimaka postavi u jednoj minuti,
05:33
only that which is truly unique and unexpected
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samo ono što je zaista jedinstveno i neočekivano
05:35
can stand out in the way that these things have.
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može da se istakne - kao što su ove stvari.
05:38
When a friend of mine told me that I needed to see this great video
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Kada mi je prijatelj rekao da bi trebalo da pogledam jedan sjajan
05:41
about a guy protesting bicycle fines in New York City,
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snimak o tipu koji protestuje protiv kazni za bicikliste u Njujorku,
05:44
I admit I wasn't very interested.
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moram da priznam da nisam bio baš zainteresovan.
05:46
(Video) Casey Niestat: So I got a ticket for not riding in the bike lane,
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(Snimak) Kejsi Nistat: Dobio sam kaznu jer nisam vozio bicikl po biciklističkoj stazi
05:49
but often there are obstructions
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ali tamo se često nalaze prepreke
05:51
that keep you from properly riding in the bike lane.
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koje ometaju vožnju biciklističkom stazom.
05:54
(Laughter)
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(Smeh)
06:08
KA: By being totally surprising and humorous,
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KA: Pošto je bila potpuno iznenađujuća i duhovita,
06:10
Casey Niestat got his funny idea and point
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ova smešna ideja i poenta Kejsi Nistata
06:14
seen five million times.
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pregledana je 5 miliona puta.
06:16
And so this approach holds
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Ovakav pristup važi za sve novo
06:18
for anything new that we do creatively.
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što radimo u kreativnom smislu.
06:20
And so it all brings us
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Tako nas ovo dovodi
06:22
to one big question ...
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do velikog pitanja...
06:24
(Video) Bear Vasquez: What does this mean?
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(Snimak) Meda Vaskez: Šta to znači?
06:27
Ohhhh.
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Ohhh.
06:29
(Laughter)
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(Smeh)
06:32
KA: What does it mean?
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KA: Šta to znači?
06:35
Tastemakers, creative participating communities,
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Stvaraoci ukusa, kreativno učestvovanje zajednica,
06:38
complete unexpectedness,
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potpuna neočekivanost,
06:40
these are characteristics of a new kind of media and a new kind of culture
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to su karakteristike nove vrste medija u novoj kulturi,
06:43
where anyone has access
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koja je pristupačna svakom,
06:45
and the audience defines the popularity.
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a publika je ta koja definiše popularnost.
06:47
I mean, as mentioned earlier,
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Kao što sam ranije pomenuo,
06:49
one of the biggest stars in the world right now, Justin Bieber,
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jedna od trenutno najvećih zvezda na svetu, Džastin Biber,
06:51
got his start on YouTube.
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započela je na Jutjubu.
06:53
No one has to green-light your idea.
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Niko vam ne mora dati zeleno svetlo za vašu ideju.
06:56
And we all now feel some ownership
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Svi osećamo kao da posedujemo
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in our own pop culture.
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deo naše pop kulture.
07:00
And these are not characteristics of old media,
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To nisu karakteristike starijih medija,
07:02
and they're barely true of the media of today,
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i jedva da su karakteristike današnjih,
07:05
but they will define the entertainment of the future.
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ali će definisati budućnost zabave.
07:07
Thank you.
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Hvala vam.
07:09
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Kevin Allocca - Head of Culture & Trends, YouTubeKevin 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.
Kevin Allocca | Speaker | TED.com