TEDYouth 2011
Kevin Allocca: Why videos go viral
Kevin Allocca: Zašto YouTube snimke postaju zarazne
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Kevin Allocca je YouTubeov menadžer za trendove i ima duboke spoznaje o smiješnim snimkama na Internetu. U ovome govoru iz TEDYouth-a podijelio je s nama četiri razloga zašto snimke postaju zarazne. (Ovo je prvi govor poslan s nevjerojatnog TEDYouth događaja. Mnogi drugi bit će objavljeni sljedeći mjesec kao dio TED-Ed-a. 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 Allocca. Menadžer sam za trendove na YouTubeu
00:18
and I professionally watch YouTube videos.
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i profesionalno gledam YouTube snimke.
00:20
It's true.
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Istina je.
00:22
So we're going to talk a little bit today about how videos go viral
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Danas ćemo malo govoriti o tome kako snimke postaju 'zarazne',
00:25
and then why that even matters.
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a potom i zašto je to uopće važno.
00:27
We all want to be stars --
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Svi mi želimo biti zvijezde:
00:29
celebrities, singers, comedians --
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poznate osobe, pjevači, komičari --
00:32
and when I was younger, that seemed so very, very hard to do.
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kada sam bio mlad, to se činilo jako, jako teško.
00:35
But now Web video has made it
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No danas, objavljivanjem videa na Internetu,
00:37
so that any of us or any of the creative things that we do
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svatko od nas i sve kreativne stvari koje radimo
00:39
can become completely famous
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mogu postati vrlo poznate
00:41
in a part of our world's culture.
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u dijelu svjetske kulture.
00:43
Any one of you could be famous on the Internet
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Svatko od vas bi mogao postati poznat
00:45
by next Saturday.
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do sljedeće subote.
00:47
But there are over 48 hours of video uploaded to YouTube
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Ali svake se minute na YouTubeu objavi
00:49
every minute.
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oko 48 sati video snimki.
00:51
And of that, only a tiny percentage
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Od toga, samo jedan maleni postotak
00:53
ever goes viral and gets tons of views and becomes a cultural moment.
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postane popularan, dobije gomilu pregleda i postane kulturološki trenutak.
00:56
So how does it happen?
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Kako se to dogodi?
00:58
Three things:
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Tri stvari:
01:00
tastemakers, communities of participation
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stvaratelji ukusa, zajednice sudjelovanja
01:02
and unexpectedness.
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i neočekivanost.
01:04
All right, let's go.
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Dobro, idemo pogledati.
01:06
(Video) Bear Vasquez: Oh, my God. Oh, my God.
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(Video) Medo Vasquez: O moj Bože! O moj Bože!
01:10
Oh, my God!
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O moj Bože!
01:13
Wooo!
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Wooo!
01:15
Ohhhhh, wowwww!
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Ooooooo! Vauuuuuuu!
01:20
KA: Last year, Bear Vasquez posted this video
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KA: Prošle godine, “Medo Vaquez” objavio je ovaj video
01:22
that he had shot outside his home in Yosemite National Park.
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koji je snimio izvan svoje kuće u Nacionalnom parku Yosemite.
01:25
In 2010, it was viewed 23 million times.
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U 2010. godini pogledan je preko 23 milijuna puta.
01:28
(Laughter)
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(Smijeh)
01:30
This is a chart of what it looked like
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Ovo je grafikon koji pokazuje kako je to izgledalo
01:32
when it first became popular last summer.
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kad je snimka postala popularna prošlog ljeta.
01:35
But he didn't actually set out to make a viral video, Bear.
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Ali on, u stvari, nije stavio ovaj video kako bi bio popularan, Medo.
01:38
He just wanted to share a rainbow.
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Samo je htio podijeliti dugu.
01:40
Because that's what you do when your name is Yosemite Mountain Bear.
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Jer to radite kad se zovete yosemitski planinski medvjed.
01:42
(Laughter)
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(Smijeh)
01:44
And he had posted lots of nature videos in fact.
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Zapravo je objavio mnogo snimaka prirode,
01:47
And this video had actually been posted
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a ova je objavljena
01:49
all the way back in January.
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još u siječnju.
01:52
So what happened here?
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Što se, dakle, dogodilo?
01:54
Jimmy Kimmel actually.
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Jimmy Kimmel zapravo.
01:56
Jimmy Kimmel posted this tweet
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On je objavio ovaj video na Tweeteru
01:58
that would eventually propel the video to be as popular as it would become.
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kako bi ga pokrenuo, kako bi postao popularan.
02:01
Because tastemakers like Jimmy Kimmel
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Jer nas stvaratelji ukusa kao što je Jimmy Kimmel
02:04
introduce us to new and interesting things
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upoznaju s novim i zanimljivim stvarima
02:06
and bring them to a larger audience.
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i približavaju ih široj publici.
02:08
(Video) Rebecca Black: ♫ It's Friday, Friday. Gotta get down on Friday. ♫
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(Video) Rebecca Black: ♫ Petak je, petak. Uživajmo u petku. ♫
02:12
♫ Everybody's looking forward to the weekend, weekend. ♫
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♫ Svi se vesele 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: Nadam se da niste mislili da ovaj razgovor može stvarno proći,
02:24
without talking about this video I hope.
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a da ne govorimo o ovome videu.
02:26
Rebecca Black's "Friday" is one of the most popular videos of the year.
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"Petak" Rebecce Black jedan je od najpoznatijih videa ove godine.
02:29
It's been seen nearly 200 million times this year.
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Pogledan je približno 200 milijuna 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 “Dvostrukoj dugi”,
02:36
it seems to have just sprouted up out of nowhere.
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čini se kako je iznikao niotkuda.
02:40
So what happened on this day?
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Dakle, što se dogodilo toga 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 šiljcima, to su također bili petci.
02:48
(Laughter)
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(Smijeh)
02:53
But what about this day,
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Ali što je s 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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Tosh.0 ga je izabrao, mnogi su blogovi počeli pisati o tome.
03:00
Michael J. Nelson from Mystery Science Theater
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Michael J. Nelson iz Mistery Science Theater-a
03:02
was one of the first people to post a joke about the video on Twitter.
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bio je prvi koji je objavio šalu o ovome videu na Twitteru.
03:06
But what's important is that an individual or a group of tastemakers
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Ali, ono što je važno jest da jedan individualac ili grupa stvaratelja ukusa
03:08
took a point of view
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zauzme stajalište
03:10
and they shared that with a larger audience, accelerating the process.
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i onda ga podijele sa širom publikom ubrzavajući proces.
03:13
And so then this community formed
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Tako su ove zajednice formirane
03:15
of people who shared this big inside joke
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od ljudi koji su započeli dijeliti tu veliku internu šalu
03:17
and they started talking about it and doing things with it.
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s drugima, a zatim su ti drugi počeli pričati o tome i raditi nove stvari s time.
03:20
And now there are 10,000 parodies of "Friday" on YouTube.
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Tako sada imamo 10.000 parodija na “Petak” na YouTubeu.
03:23
Even in the first seven days,
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Već u prvih sedam dana,
03:25
there was one parody for every other day of the week.
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postojala je po jedna parodija na svaki dan u tjednu.
03:28
(Laughter)
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(Smijeh)
03:32
Unlike the one-way entertainment of the 20th century,
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Za razliku od jednosmjerne zabave 20. stoljeća,
03:35
this community participation
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ovo sudjelovanje zajednice
03:37
is how we become a part of the phenomenon --
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je način na koji postajemo dio 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 s njim.
03:42
(Music)
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(Glazba)
03:51
So "Nyan Cat" is a looped animation
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“Nyan mačka” je animacija u obliku petlje
03:54
with looped music.
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s glazbom koja je u obliku petlje.
03:56
It's this, just like this.
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To je ovo, samo ovo.
03:58
It's been viewed nearly 50 million times this year.
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Pogledano je oko 50 milijuna 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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trebali biste znati da postoji 3-satna verzija ovoga
04:06
that's been viewed four million times.
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i da je pogledana 4 milijuna puta.
04:08
(Laughter)
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(Smijeh)
04:11
Even cats were watching this video.
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Čak su i mačke gledale ovaj video.
04:13
(Laughter)
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(Smijeh)
04:17
Cats were watching other cats watch this video.
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Mačke su gledale druge mačke kako gledaju ovaj video.
04:21
(Laughter)
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(Smijeh)
04:29
But what's important here
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Ono što je ovdje važno
04:32
is the creativity that it inspired
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jest kreativnost koja je nadahnuta
04:34
amongst this techie, geeky Internet culture.
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ovom tehniziranom, štreberskom kulturom.
04:37
There were remixes.
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Postoje i remiksi.
04:39
(Laughter)
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(Smijeh)
04:41
Someone made an old timey version.
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Netko je napravio staromodnu verziju.
04:44
(Laughter)
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(Smijeh)
04:46
And then it went international.
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A postalo je čak i internacionalno.
04:49
(Laughter)
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(Smijeh)
05:03
An entire remix community sprouted up
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Čitava remiks zajednica je izniknula
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that brought it from being just a stupid joke
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i pretvorila ovo od glupe šale
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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 dio.
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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već i sudjelujemo.
05:18
And who could have predicted any of this?
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Tko je mogao predvidjeti išta od ovoga?
05:20
Who could have predicted "Double Rainbow" or Rebecca Black
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Tko bi mogao predvidjeti “Dvostruku dugu” ili Rebeccu Black
05:22
or "Nyan Cat?"
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ili “Nyan mačku”?
05:24
What scripts could you have written
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Kakav ste scenarij mogli napisati
05:26
that would have contained this in it?
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koji bi sadržavao ovo?
05:29
In a world where over two days of video
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U svijetu u kojem se preko dva dana snimaka
05:31
get uploaded every minute,
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objavi u jednoj minuti,
05:33
only that which is truly unique and unexpected
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samo ono što je uistinu jedinstveno i neočekivano
05:35
can stand out in the way that these things have.
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može se istaknuti 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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Kad mi je prijatelj rekao kako bih trebao pogledati jedan sjajan video
05:41
about a guy protesting bicycle fines in New York City,
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o tipu koji protestira protiv kazni za bicikliste u New Yorku,
05:44
I admit I wasn't very interested.
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moram priznati da nisam bio baš zainteresiran.
05:46
(Video) Casey Niestat: So I got a ticket for not riding in the bike lane,
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(Video) Casey Niestat: Dobio sam kaznu jer nisam vozio bicikl po biciklističkoj stazi,
05:49
but often there are obstructions
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ali ondje se često nalaze prepreke
05:51
that keep you from properly riding in the bike lane.
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koje ometaju pravilnu vožnju biciklističkom stazom.
05:54
(Laughter)
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(Smijeh)
06:08
KA: By being totally surprising and humorous,
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KA: Tako što je bio potpuno iznenađujuć i duhovit,
06:10
Casey Niestat got his funny idea and point
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Casey Niestat dobio je ovu smiješnu ideju
06:14
seen five million times.
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te je pogledan pet milijuna puta.
06:16
And so this approach holds
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Ovakav pristup stoji
06:18
for anything new that we do creatively.
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za sve novo što radimo kreativno.
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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(Video) Medo Vasquez: Što to znači?
06:27
Ohhhh.
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Ohhhh...
06:29
(Laughter)
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(Smijeh)
06:32
KA: What does it mean?
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KA: Što to znači?
06:35
Tastemakers, creative participating communities,
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Stvaratelji ukusa, kreativno sudjelovanje zajednice,
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 kulturi
06:43
where anyone has access
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u kojoj svatko ima pristup,
06:45
and the audience defines the popularity.
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a publika definira popularnost.
06:47
I mean, as mentioned earlier,
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Mislim, kao što sam ranije spomenuo,
06:49
one of the biggest stars in the world right now, Justin Bieber,
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jedan od trenutno najvećih zvijezda na svijetu, Justin Bieber,
06:51
got his start on YouTube.
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započeo je na YouTubeu.
06:53
No one has to green-light your idea.
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Nitko vam ne mora dati zeleno svjetlo za vašu ideju.
06:56
And we all now feel some ownership
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Svi osjećamo kao da posjedujemo
06:58
in our own pop culture.
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dio naše pop kulture.
07:00
And these are not characteristics of old media,
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Ovo 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 definirat će zabavu budućnosti.
07:07
Thank you.
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Hvala vam.
07:09
(Applause)
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(Pljesak)
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