TEDYouth 2011
Kevin Allocca: Why videos go viral
Kevin Allocca: Prečo sa videá stávajú populárnymi
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Kevin Allocca je manažér trendov v Youtube a pri svojej práci sa hlboko zamýšľa nad hlúpymi webovými videami. Vo svojej prezentácii z TEDYouth hovorí o 4 dôvodoch, prečo sa videá stávajú populárnymi. (Toto je prvá prezentácia z úžasného podujatia TEDYouth. Mnoho ďalších pribudne budúci mesiac ako súčasť spustenia TED-Ed. Nevieme sa dočkať ...)
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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Ahoj. Ja som Kevin Allocca a som manažér trendov v Youtube,
00:18
and I professionally watch YouTube videos.
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a profesionálne sa zaoberám sledovaním YouTube videí.
00:20
It's true.
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Veru tak.
00:22
So we're going to talk a little bit today about how videos go viral
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Takže dnes budem trochu rozprávať o tom, ako sa videá stávajú populárnymi
00:25
and then why that even matters.
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a potom prečo je to vôbec dôležité.
00:27
We all want to be stars --
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Všetci chceme byť hviezdami -
00:29
celebrities, singers, comedians --
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celebritami, spevákmi, komediantmi -
00:32
and when I was younger, that seemed so very, very hard to do.
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a keď som bol mladší, zdalo sa byť veľmi veľmi ťažké uskutočniť to.
00:35
But now Web video has made it
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Ale vďaka web videu je to teraz tak,
00:37
so that any of us or any of the creative things that we do
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že hocikto z nás alebo hociktorá kreatívna vec, ktorú robíme,
00:39
can become completely famous
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sa môže stať slávnou
00:41
in a part of our world's culture.
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v jednej z oblastí svetovej kultúry.
00:43
Any one of you could be famous on the Internet
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Hocikto z vás by sa mohol stať na internete slávnym
00:45
by next Saturday.
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do najbližšej soboty.
00:47
But there are over 48 hours of video uploaded to YouTube
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Ale na YouTube je každú minútu nahraných viac ako
00:49
every minute.
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48 hodín videa.
00:51
And of that, only a tiny percentage
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A z toho len maličké percento
00:53
ever goes viral and gets tons of views and becomes a cultural moment.
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bude populárnym, získa tony zobrazení a stane sa kultúrnym okamihom.
00:56
So how does it happen?
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Takže ako sa to stane?
00:58
Three things:
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Tri veci:
01:00
tastemakers, communities of participation
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osobnosti ovplyvňujúce vkus, participujúce komunity
01:02
and unexpectedness.
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a neočakávanosť.
01:04
All right, let's go.
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Dobre, poďme na to.
01:06
(Video) Bear Vasquez: Oh, my God. Oh, my God.
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(Video) Bear Vasquez: Ó, môj Bože. Ó, môj Bože.
01:10
Oh, my God!
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Ó, môj Bože!
01:13
Wooo!
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Wooo!
01:15
Ohhhhh, wowwww!
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Ohhhhh, wowwww!
01:20
KA: Last year, Bear Vasquez posted this video
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KA: Minulý rok Bear Vasquez nahral toto video,
01:22
that he had shot outside his home in Yosemite National Park.
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ktoré natočil pred svojím domom v Yosemitskom národnom parku.
01:25
In 2010, it was viewed 23 million times.
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V roku 2010 bolo pozreté 23 milión krát.
01:28
(Laughter)
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(Smiech)
01:30
This is a chart of what it looked like
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Tu je krivka, ktorá ukazuje, ako to vyzeralo,
01:32
when it first became popular last summer.
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keď sa to minulé leto prvýkrát stalo populárnym.
01:35
But he didn't actually set out to make a viral video, Bear.
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No Bear vôbec neplánoval urobiť video tak populárnym.
01:38
He just wanted to share a rainbow.
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Chcel sa len podeliť o dúhu.
01:40
Because that's what you do when your name is Yosemite Mountain Bear.
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Pretože to je to, čo robíte, keď sa voláte Yosemite Mountain Bear (Yosemitský horský medveď).
01:42
(Laughter)
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(Smiech)
01:44
And he had posted lots of nature videos in fact.
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V skutočnosti publikoval veľa videí o prírode.
01:47
And this video had actually been posted
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A toto video tam bolo nahrané
01:49
all the way back in January.
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už dávno, v januári.
01:52
So what happened here?
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Takže čo sa stalo tu?
01:54
Jimmy Kimmel actually.
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V skutočnosti Jimmy Kimmel.
01:56
Jimmy Kimmel posted this tweet
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Jimmy Kimmel tweetol správu,
01:58
that would eventually propel the video to be as popular as it would become.
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ktorá nakoniec spropagovala video, až sa stalo takým populárnym.
02:01
Because tastemakers like Jimmy Kimmel
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Pretože osobnosti ovplyvňujúce vkus, ako Jimmy Kimmel,
02:04
introduce us to new and interesting things
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nám predstavujú nové a zaujímavé veci
02:06
and bring them to a larger audience.
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a prinášajú ich väčšiemu publiku.
02:08
(Video) Rebecca Black: ♫ It's Friday, Friday. Gotta get down on Friday. ♫
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(Video) Rebecca Black: ♫ Je piatok, piatok. V piatok sa musíš odviazať. ♫ ??
02:12
♫ Everybody's looking forward to the weekend, weekend. ♫
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♫ Všetci sa tešia na víkend, víkend. ♫
02:17
♫ Friday, Friday. Gettin' down on Friday. ♫
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♫ Piatok, piatok. Odviazať sa v piatok. ♫ ??
02:21
KA: So you didn't think that we could actually have this conversation
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KA: Snáď ste si nemysleli, že by sme sa mohli baviť na túto tému
02:24
without talking about this video I hope.
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bez toho, aby sme zmienili toto video.
02:26
Rebecca Black's "Friday" is one of the most popular videos of the year.
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"Friday" od Rebeccy Black je jedno z najpopulárnejších videí roka.
02:29
It's been seen nearly 200 million times this year.
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Tento rok bolo zobrazené takmer 200 milión krát.
02:32
This is a chart of what it looked like.
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Tu je krivka zobrazení.
02:34
And similar to "Double Rainbow,"
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A podobne ako pri "Dvojitej dúhe"
02:36
it seems to have just sprouted up out of nowhere.
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sa zdá, že sa zjavilo z ničoho nič.
02:40
So what happened on this day?
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Takže čo sa stalo v tento deň?
02:42
Well it was a Friday, this is true.
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Nuž, bol to piatok, to je pravda.
02:45
And if you're wondering about those other spikes, those are also Fridays.
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A ak vás zaujímajú tie ďalšie vrcholy, to sú tiež piatky.
02:48
(Laughter)
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(Smiech)
02:53
But what about this day,
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Ale čo tento deň,
02:55
this one particular Friday?
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tento konkrétny piatok?
02:57
Well Tosh.0 picked it up, a lot of blogs starting writing about.
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No všimlo si ho Tosh.0, začalo sa o ňom písať veľa blogov.
03:00
Michael J. Nelson from Mystery Science Theater
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Michael J. Nelson z Mystery Science Theater
03:02
was one of the first people to post a joke about the video on Twitter.
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bol jedným z prvých ľudí, ktorí o tomto videu žartovali na Twitteri.
03:06
But what's important is that an individual or a group of tastemakers
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Ale dôležité je to, že jedna alebo skupina osobností ovplyvňujúcich vkus
03:08
took a point of view
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prijali nejaký názor
03:10
and they shared that with a larger audience, accelerating the process.
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a podelili sa o neho s väčším publikom, čím urýchlili proces.
03:13
And so then this community formed
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A tak potom táto komunita tvorená
03:15
of people who shared this big inside joke
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ľuďmi, ktorí zdieľali tento veľký interný vtip,
03:17
and they started talking about it and doing things with it.
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o ňom začala rozprávať a robiť s ním niečo.
03:20
And now there are 10,000 parodies of "Friday" on YouTube.
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A teraz na YouTube existuje 10 000 paródií pesničky "Friday".
03:23
Even in the first seven days,
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Dokonca aj v priebehu prvých siedmich dní
03:25
there was one parody for every other day of the week.
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sa objavila paródia pre každý deň v týždni.
03:28
(Laughter)
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(Smiech)
03:32
Unlike the one-way entertainment of the 20th century,
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Na rozdiel od jednosmernej zábavy 20. storočia
03:35
this community participation
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je táto komunitná účasť
03:37
is how we become a part of the phenomenon --
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spôsob, akým sa stávame súčasťou fenoménu -
03:39
either by spreading it or by doing something new with it.
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buď zdieľaním alebo tak, že s tým urobíme niečo nové.
03:42
(Music)
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(Hudba)
03:51
So "Nyan Cat" is a looped animation
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Takže "Nyan Cat" je smyčková animácia
03:54
with looped music.
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s dookola tou istou hudbou.
03:56
It's this, just like this.
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Je to len toto, nič len toto.
03:58
It's been viewed nearly 50 million times this year.
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Tento rok to bolo zobrazené už takmer 50 miliónkrát.
04:02
And if you think that that is weird,
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A ak si myslíte, že toto je divné,
04:04
you should know that there is a three-hour version of this
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mali by ste vedieť, že existuje aj trojhodinová verzia,
04:06
that's been viewed four million times.
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ktorá bola zobrazená 4 miliónkrát.
04:08
(Laughter)
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(Smiech)
04:11
Even cats were watching this video.
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Dokonca toto video sledovali aj mačky.
04:13
(Laughter)
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(Smiech)
04:17
Cats were watching other cats watch this video.
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Mačky sledovali iné mačky, ako sledujú toto video.
04:21
(Laughter)
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(Smiech)
04:29
But what's important here
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No dôležitá je tá
04:32
is the creativity that it inspired
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kreativita, ktorá tým bola inšpirovaná
04:34
amongst this techie, geeky Internet culture.
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medzi touto počítačovou podivínskou internetovou kultúrou.
04:37
There were remixes.
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Vznikli remixy.
04:39
(Laughter)
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(Smiech)
04:41
Someone made an old timey version.
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Niekto vytvoril starodávnu verziu.
04:44
(Laughter)
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(Smiech)
04:46
And then it went international.
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A potom to prešlo do medzinárodných verzií.
04:49
(Laughter)
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(Smiech)
05:03
An entire remix community sprouted up
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Vynorila sa celá remixová komunita
05:06
that brought it from being just a stupid joke
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ktorá z toho, čo začalo ako hlúpy vtip,
05:09
to something that we can all actually be a part of.
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vytvorila niečo, na čom sa môžeme podieľať.
05:11
Because we don't just enjoy now,
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Pretože teraz už nie len používame,
05:13
we participate.
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ale už sa aj podieľame.
05:18
And who could have predicted any of this?
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A kto mohol niečo z tohto predpovedať?
05:20
Who could have predicted "Double Rainbow" or Rebecca Black
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Kto mohol predpovedať "Dvojitú dúhu" alebo Rebeccu Black
05:22
or "Nyan Cat?"
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alebo "Nyan Cat"?
05:24
What scripts could you have written
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Dokážete si predstaviť napísať scenáre,
05:26
that would have contained this in it?
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ktoré by v sebe obsahovali toto?
05:29
In a world where over two days of video
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Vo svete, kde sa každú minútu nahrá
05:31
get uploaded every minute,
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viac ako dva dni videa,
05:33
only that which is truly unique and unexpected
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len to, čo je naozaj jedinečné a nečakané,
05:35
can stand out in the way that these things have.
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môže vyniknúť takým spôsobom ako tieto veci.
05:38
When a friend of mine told me that I needed to see this great video
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Keď mi jeden kamarát povedal, že si musím pozrieť jedno skvelé video
05:41
about a guy protesting bicycle fines in New York City,
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o chlapíkovi, ktorý protestuje proti cyklistickým pokutám v New Yorku,
05:44
I admit I wasn't very interested.
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priznám, že som nemal veľký záujem.
05:46
(Video) Casey Niestat: So I got a ticket for not riding in the bike lane,
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(Video) Casey Niestat: Dostal som pokutu za jazdenie mimo cyklistický pruh,
05:49
but often there are obstructions
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no na tom sú často prekážky,
05:51
that keep you from properly riding in the bike lane.
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ktoré vám v správnom jazdení v tomto pruhu bránia.
05:54
(Laughter)
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(Smiech)
06:08
KA: By being totally surprising and humorous,
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KA: Tým, že je Casey Niestat totálne nečakaný a komický
06:10
Casey Niestat got his funny idea and point
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bol jeho vtipný nápad a pointa
06:14
seen five million times.
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zobrazená 5 miliónkrát.
06:16
And so this approach holds
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A tento prístup platí
06:18
for anything new that we do creatively.
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pre hocičo nové, čo robíme kreatívne.
06:20
And so it all brings us
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A to všetko nás privádza
06:22
to one big question ...
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k jednej veľkej otázke...
06:24
(Video) Bear Vasquez: What does this mean?
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(Video) Bear Vasquez: Čo to znamená?
06:27
Ohhhh.
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Óóóó.
06:29
(Laughter)
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(Smiech)
06:32
KA: What does it mean?
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KA: Čo to znamená?
06:35
Tastemakers, creative participating communities,
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Osobnosti ovplyvňujúce vkus, kreatívne participujúce komunity,
06:38
complete unexpectedness,
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totálna neočakávanosť,
06:40
these are characteristics of a new kind of media and a new kind of culture
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to sú vlastnosti nového druhu média a nového druhu kultúry,
06:43
where anyone has access
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ku ktorej má prístup každý
06:45
and the audience defines the popularity.
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a o popularite rozhoduje publikum.
06:47
I mean, as mentioned earlier,
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Tým chcem povedať, ako som sa už zmienil,
06:49
one of the biggest stars in the world right now, Justin Bieber,
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jedna z najväčších súčasných svetových hviezd, Justin Bieber,
06:51
got his start on YouTube.
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začal na YouTube.
06:53
No one has to green-light your idea.
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Nikto vám na váš nápad nemusí dať zelenú.
06:56
And we all now feel some ownership
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A my všetci teraz pociťujeme vlastnícke práva
06:58
in our own pop culture.
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v našej vlastnej pop kultúre.
07:00
And these are not characteristics of old media,
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A toto nie sú vlastnosti starých médií,
07:02
and they're barely true of the media of today,
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a sotva platia pre súčasné média,
07:05
but they will define the entertainment of the future.
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ale budú definovať zábavu budúcnosti.
07:07
Thank you.
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Ďakujem.
07:09
(Applause)
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(Potlesk)
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