TEDYouth 2011
Kevin Allocca: Why videos go viral
Kevin Allocca: Perse videot behen virale?
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Kevin Allocca eshte menagjer i trendeve ne YouTube, dhe ka mendime te thella per web video qesharake. Ne kete fjalim nga TEDYouth, ai ndan 4 arsyen qe bejne qe nje video te behet virale (Kjo eshte videoja e pare e postuar nga nje rast ne TEDYouth)
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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Pershendetje. Une jam Kevin Allocca, jam menagjer ne Youtube.
00:18
and I professionally watch YouTube videos.
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dhe profesionalisht i shikoj videot e Youtube
00:20
It's true.
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Eshte e vertete
00:22
So we're going to talk a little bit today about how videos go viral
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Do te flasim pak sot se si videot jan virale
00:25
and then why that even matters.
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dhe pse ajo ka rendesi
00:27
We all want to be stars --
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Te gjithe duam te behemi yje
00:29
celebrities, singers, comedians --
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te famshem si kengetare, komediane
00:32
and when I was younger, that seemed so very, very hard to do.
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dhe kur isha me i ri, dukej shum e veshtire ta besh.
00:35
But now Web video has made it
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por tani Web video ka bere
00:37
so that any of us or any of the creative things that we do
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qe cdonjeri nga ne ose gjerat kreative qe ne bejme
00:39
can become completely famous
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mund te behen te famshme
00:41
in a part of our world's culture.
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ne nje pjese te kultures boterore
00:43
Any one of you could be famous on the Internet
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Gjithkush mund te behet i famshem ne internet
00:45
by next Saturday.
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nga e Shtunda tjeter
00:47
But there are over 48 hours of video uploaded to YouTube
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Jane mbi 48 or te nje video te ngarkuara ne youtube
00:49
every minute.
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gjdo minute.
00:51
And of that, only a tiny percentage
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Dhe prej saj, vetem nje perqindje e vogel
00:53
ever goes viral and gets tons of views and becomes a cultural moment.
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qe marin shume shikime behen momente kulturore.
00:56
So how does it happen?
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Dhe si ndodh kjo?
00:58
Three things:
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Tri gjera:
01:00
tastemakers, communities of participation
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personat qe vendosin se qfare do te jete ne mode, komunitetet e pjesemarrjes
01:02
and unexpectedness.
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dhe papritja.
01:04
All right, let's go.
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Mire, shkojme.
01:06
(Video) Bear Vasquez: Oh, my God. Oh, my God.
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(video) Ariu Vasquez: Oh zot. Oh, zot
01:10
Oh, my God!
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Oh, zoti im!
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: Vitin e kaluar, Ariu Vasquez postoi nje video
01:22
that he had shot outside his home in Yosemite National Park.
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qe e kishte gjiruar jashte shtepise se tij ne Yosemite National Park.
01:25
In 2010, it was viewed 23 million times.
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Ne 2010, pati 23 milione shikime.
01:28
(Laughter)
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(Qeshje)
01:30
This is a chart of what it looked like
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Kjo eshte nje tabele se si duket
01:32
when it first became popular last summer.
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kur u be e famshe veren e kaluar
01:35
But he didn't actually set out to make a viral video, Bear.
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Por nuk e beri ate video me qellim, Ariu.
01:38
He just wanted to share a rainbow.
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Vetem donte ta shperndante ylberin
01:40
Because that's what you do when your name is Yosemite Mountain Bear.
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Sepse ti e ben ate kur emri yt eshte Yosemite Mountain Bear.
01:42
(Laughter)
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(Qeshje)
01:44
And he had posted lots of nature videos in fact.
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Dhe ai pati shume video lidhur me natyren.
01:47
And this video had actually been posted
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Dhe kjo video aktualisht u postua
01:49
all the way back in January.
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ne Janar.
01:52
So what happened here?
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Dhe qfar ndodhi atje?
01:54
Jimmy Kimmel actually.
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Jommy Kimmel aktualisht
01:56
Jimmy Kimmel posted this tweet
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Ai postoi ne twiter
01:58
that would eventually propel the video to be as popular as it would become.
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dhe u be shume e famshme pas asaj qe beri ai.
02:01
Because tastemakers like Jimmy Kimmel
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Sepse personat qe kane ndikim ne ate se qfare do te jete e modes, sikur Jimmy Kimmel
02:04
introduce us to new and interesting things
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na njoh neve me gjera the reja dhe interesante
02:06
and bring them to a larger audience.
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dhe i sjell ato tek nje audience me e gjere
02:08
(Video) Rebecca Black: ♫ It's Friday, Friday. Gotta get down on Friday. ♫
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(Video) Rebecca Black: ♫ It's Friday, Friday. Gotta get down on Friday. ♫
02:12
♫ Everybody's looking forward to the weekend, weekend. ♫
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♫ Everybody's looking forward to the weekend, weekend. ♫
02:17
♫ Friday, Friday. Gettin' down on Friday. ♫
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♫ Friday, Friday. Gettin' down on Friday. ♫
02:21
KA: So you didn't think that we could actually have this conversation
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KA: Pra nuk menduat qe do ta benim kete bised
02:24
without talking about this video I hope.
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pa folur per kete video shpresoj.
02:26
Rebecca Black's "Friday" is one of the most popular videos of the year.
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Videoja e Rebecca Black's Friday eshte njera nga videot me te famshme te vitit
02:29
It's been seen nearly 200 million times this year.
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Ka gati 200 milion shikime kete vit.
02:32
This is a chart of what it looked like.
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Kjo tabele tregon se si duket.
02:34
And similar to "Double Rainbow,"
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Njejt sikur "Double Rainbow,"
02:36
it seems to have just sprouted up out of nowhere.
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duket se erdhi nga askund.
02:40
So what happened on this day?
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Pra qfare ndodhi ne kete dit?
02:42
Well it was a Friday, this is true.
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Ishte e premte, e vertet.
02:45
And if you're wondering about those other spikes, those are also Fridays.
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Dhe nese mendoni per keto tjerat video, eshte e premte gjithashtu.
02:48
(Laughter)
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(Qeshje)
02:53
But what about this day,
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Por qka rreth kesaj dite,
02:55
this one particular Friday?
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Kete te premte?
02:57
Well Tosh.0 picked it up, a lot of blogs starting writing about.
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Pra Tosh.0 mori shume blogs qe shkruanin per te.
03:00
Michael J. Nelson from Mystery Science Theater
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Micahel J.Nelson nga Mystery Science Theater
03:02
was one of the first people to post a joke about the video on Twitter.
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ishte njeri nga i pari njeri qe postoi nje shaka rreth kesaj video ne Twitter
03:06
But what's important is that an individual or a group of tastemakers
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Pro qka eshte e rendesishmja qe nje individ ose grup i personave me ndikim ne ate qfare do jete e modes
03:08
took a point of view
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morren nje pike shikimi
03:10
and they shared that with a larger audience, accelerating the process.
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dhe ata shpernade ne nje audience te madhe.
03:13
And so then this community formed
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Dhe keshtu ky komunitet u formua
03:15
of people who shared this big inside joke
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nga njerezit qe shperndane kete shaka te madhe
03:17
and they started talking about it and doing things with it.
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dhe filluan te flasin rreth saj dhe bene gjera me te.
03:20
And now there are 10,000 parodies of "Friday" on YouTube.
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Dhe tani jane 10.000 vidoe ne youtube te ngjashme si "Friday"
03:23
Even in the first seven days,
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Madje edhe ne 7 ditet e para,
03:25
there was one parody for every other day of the week.
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ishte nje video nga gjdo dite.
03:28
(Laughter)
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(Qeshje)
03:32
Unlike the one-way entertainment of the 20th century,
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Ndryshe nga argetimet e shekullit 20,
03:35
this community participation
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ky komunitet
03:37
is how we become a part of the phenomenon --
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eshte se si behemi nje pjese e fenomenit
03:39
either by spreading it or by doing something new with it.
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ose duke e shperndare ose duke krijuar diqka te re me te.
03:42
(Music)
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(Muzik)
03:51
So "Nyan Cat" is a looped animation
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Keshtu "Nyan cat" eshte nje animacion
03:54
with looped music.
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me muzik.
03:56
It's this, just like this.
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Eshte Keshtu.
03:58
It's been viewed nearly 50 million times this year.
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KA rreth 50 milion shikime kete vit.
04:02
And if you think that that is weird,
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Dhe nese mendoni se eshte qudi,
04:04
you should know that there is a three-hour version of this
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Duhet te dini se eshte nje version 3 or i kesaj
04:06
that's been viewed four million times.
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qe eshte shikur rreth 4 milion here.
04:08
(Laughter)
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(Qeshje)
04:11
Even cats were watching this video.
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Macet gjithashtu shikonin kete video.
04:13
(Laughter)
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(Qeshje)
04:17
Cats were watching other cats watch this video.
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Macet shikonin macet e tjera duke shikuar kete video.
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(Laughter)
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(Qeshje)
04:29
But what's important here
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Por qka eshte e rendesishme ketu
04:32
is the creativity that it inspired
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eshte kreativiteti qe inspiroi
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amongst this techie, geeky Internet culture.
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gjate kesaj ne kulturen e internetit.
04:37
There were remixes.
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Kishte gjithashtu remixe.
04:39
(Laughter)
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(Qeshje)
04:41
Someone made an old timey version.
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Dikush beri nje si ne kohet e vjetra.
04:44
(Laughter)
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(Qeshje)
04:46
And then it went international.
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Dhe pastaj ne menyr internacionale.
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(Laughter)
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(Qeshje)
05:03
An entire remix community sprouted up
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Nje remix komunitet doli
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that brought it from being just a stupid joke
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qe beri qe nga nje shaka
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to something that we can all actually be a part of.
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te diqka qe u be pjese.
05:11
Because we don't just enjoy now,
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Sepse tani jo vetem qe kenaqemi, por
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we participate.
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edhe marrim pjese.
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And who could have predicted any of this?
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Dhe kush mund ta ket menduar kete?
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Who could have predicted "Double Rainbow" or Rebecca Black
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Kush mund ta ket parashikuar "Double rainbow" ose Rebecca Black
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or "Nyan Cat?"
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ose "Nyan Cat?"
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What scripts could you have written
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Qfar skripte mund te kene shkruar
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that would have contained this in it?
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qe mund ta kene kete?
05:29
In a world where over two days of video
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Ne nje bote ku mbi 48 ore gjirimesh
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get uploaded every minute,
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ngarkohen cdo minute
05:33
only that which is truly unique and unexpected
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vetem ajo qe eshte shume unike dhe e papritur
05:35
can stand out in the way that these things have.
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mund te dallohen nga turma ne menyren se si keto video kane bere
05:38
When a friend of mine told me that I needed to see this great video
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Kur nje shok me tha ta shikoj kete video
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about a guy protesting bicycle fines in New York City,
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te nje djali qe protestoi per gjobat e bicikletave ne New York,
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I admit I wasn't very interested.
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e pranoj qe nuk isha shume i interesuar
05:46
(Video) Casey Niestat: So I got a ticket for not riding in the bike lane,
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(Video) Casey Niestat: Pra mora nje gjobe qe nuk vozita ne rrugen qe duhej,
05:49
but often there are obstructions
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por shpesh ka pengesa
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that keep you from properly riding in the bike lane.
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qe te mbajne larg rruges se duhur.
05:54
(Laughter)
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(Qeshje)
06:08
KA: By being totally surprising and humorous,
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KA: Duke qene plotesisht befasues dhe me humor
06:10
Casey Niestat got his funny idea and point
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Casey Niestat beri qe me idene e tij qesharake dhe argumentin
06:14
seen five million times.
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te merr rreth 5 milion shikime.
06:16
And so this approach holds
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Dhe kjo ndodh
06:18
for anything new that we do creatively.
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per cdo gje qe ne e bejme ne menyre kreative
06:20
And so it all brings us
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Dhe e gjithe kjo na shpie
06:22
to one big question ...
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te nje pyetje e madhe...
06:24
(Video) Bear Vasquez: What does this mean?
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(Video) Bear Vasquez: Cfare do te thote kjo?
06:27
Ohhhh.
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Ohhh.
06:29
(Laughter)
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(Qeshje)
06:32
KA: What does it mean?
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KA: Qka do te thote kjo?
06:35
Tastemakers, creative participating communities,
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Personat me ndikim ne ate se qfare do jete e modes, komunitetet kreative pjesemarrese,
06:38
complete unexpectedness,
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paparashikime,
06:40
these are characteristics of a new kind of media and a new kind of culture
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keto jane karakteristika te nje medie te re dhe nje kulture te re
06:43
where anyone has access
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ku gjithkush ka te drejte hyrjeje
06:45
and the audience defines the popularity.
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dhe audienca percakton pupullaritetin.
06:47
I mean, as mentioned earlier,
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Dua te them si me heret,
06:49
one of the biggest stars in the world right now, Justin Bieber,
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njeri nga yjet me te medha ne bote tani,Justin Bieber,
06:51
got his start on YouTube.
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filloi karrieren ne YouTube
06:53
No one has to green-light your idea.
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Askush nuk mundet ti thyej ideat e tua.
06:56
And we all now feel some ownership
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Dhe te gjithe tani ndihemi si pronar
06:58
in our own pop culture.
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ne kulturen tone.
07:00
And these are not characteristics of old media,
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Keto nuk jane karakteristika te nje medie te vjeter
07:02
and they're barely true of the media of today,
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Dhe tani eshte me e reja medie,
07:05
but they will define the entertainment of the future.
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pra do ta definojne te ardhmen.
07:07
Thank you.
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Faleminderit
07:09
(Applause)
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(Duartrokitje)
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