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: Perse videot behen virale?

Filmed:
2,953,285 views

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)
- 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
Hi. I'm Kevin Allocca, I'm the trends manager at YouTube,
0
0
3000
Pershendetje. Une jam Kevin Allocca, jam menagjer ne Youtube.
00:18
and I professionally watch YouTube videos.
1
3000
2000
dhe profesionalisht i shikoj videot e Youtube
00:20
It's true.
2
5000
2000
Eshte e vertete
00:22
So we're going to talk a little bit today about how videos go viral
3
7000
3000
Do te flasim pak sot se si videot jan virale
00:25
and then why that even matters.
4
10000
2000
dhe pse ajo ka rendesi
00:27
We all want to be stars --
5
12000
2000
Te gjithe duam te behemi yje
00:29
celebrities, singers, comedians --
6
14000
3000
te famshem si kengetare, komediane
00:32
and when I was younger, that seemed so very, very hard to do.
7
17000
3000
dhe kur isha me i ri, dukej shum e veshtire ta besh.
00:35
But now Web video has made it
8
20000
2000
por tani Web video ka bere
00:37
so that any of us or any of the creative things that we do
9
22000
2000
qe cdonjeri nga ne ose gjerat kreative qe ne bejme
00:39
can become completely famous
10
24000
2000
mund te behen te famshme
00:41
in a part of our world's culture.
11
26000
2000
ne nje pjese te kultures boterore
00:43
Any one of you could be famous on the Internet
12
28000
2000
Gjithkush mund te behet i famshem ne internet
00:45
by next Saturday.
13
30000
2000
nga e Shtunda tjeter
00:47
But there are over 48 hours of video uploaded to YouTube
14
32000
2000
Jane mbi 48 or te nje video te ngarkuara ne youtube
00:49
every minute.
15
34000
2000
gjdo minute.
00:51
And of that, only a tiny percentage
16
36000
2000
Dhe prej saj, vetem nje perqindje e vogel
00:53
ever goes viral and gets tons of views and becomes a cultural moment.
17
38000
3000
qe marin shume shikime behen momente kulturore.
00:56
So how does it happen?
18
41000
2000
Dhe si ndodh kjo?
00:58
Three things:
19
43000
2000
Tri gjera:
01:00
tastemakers, communities of participation
20
45000
2000
personat qe vendosin se qfare do te jete ne mode, komunitetet e pjesemarrjes
01:02
and unexpectedness.
21
47000
2000
dhe papritja.
01:04
All right, let's go.
22
49000
2000
Mire, shkojme.
01:06
(Video) Bear Vasquez: Oh, my God. Oh, my God.
23
51000
4000
(video) Ariu Vasquez: Oh zot. Oh, zot
01:10
Oh, my God!
24
55000
3000
Oh, zoti im!
01:13
Wooo!
25
58000
2000
Wooo!
01:15
Ohhhhh, wowwww!
26
60000
5000
Ohhhhh, wowwww!
01:20
KA: Last year, Bear Vasquez posted this video
27
65000
2000
KA: Vitin e kaluar, Ariu Vasquez postoi nje video
01:22
that he had shot outside his home in Yosemite National Park.
28
67000
3000
qe e kishte gjiruar jashte shtepise se tij ne Yosemite National Park.
01:25
In 2010, it was viewed 23 million times.
29
70000
3000
Ne 2010, pati 23 milione shikime.
01:28
(Laughter)
30
73000
2000
(Qeshje)
01:30
This is a chart of what it looked like
31
75000
2000
Kjo eshte nje tabele se si duket
01:32
when it first became popular last summer.
32
77000
3000
kur u be e famshe veren e kaluar
01:35
But he didn't actually set out to make a viral video, Bear.
33
80000
3000
Por nuk e beri ate video me qellim, Ariu.
01:38
He just wanted to share a rainbow.
34
83000
2000
Vetem donte ta shperndante ylberin
01:40
Because that's what you do when your name is Yosemite Mountain Bear.
35
85000
2000
Sepse ti e ben ate kur emri yt eshte Yosemite Mountain Bear.
01:42
(Laughter)
36
87000
2000
(Qeshje)
01:44
And he had posted lots of nature videos in fact.
37
89000
3000
Dhe ai pati shume video lidhur me natyren.
01:47
And this video had actually been posted
38
92000
2000
Dhe kjo video aktualisht u postua
01:49
all the way back in January.
39
94000
3000
ne Janar.
01:52
So what happened here?
40
97000
2000
Dhe qfar ndodhi atje?
01:54
Jimmy Kimmel actually.
41
99000
2000
Jommy Kimmel aktualisht
01:56
Jimmy Kimmel posted this tweet
42
101000
2000
Ai postoi ne twiter
01:58
that would eventually propel the video to be as popular as it would become.
43
103000
3000
dhe u be shume e famshme pas asaj qe beri ai.
02:01
Because tastemakers like Jimmy Kimmel
44
106000
3000
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
45
109000
2000
na njoh neve me gjera the reja dhe interesante
02:06
and bring them to a larger audience.
46
111000
2000
dhe i sjell ato tek nje audience me e gjere
02:08
(Video) Rebecca Black: ♫ It's Friday, Friday. Gotta get down on Friday. ♫
47
113000
4000
(Video) Rebecca Black: ♫ It's Friday, Friday. Gotta get down on Friday. ♫
02:12
♫ Everybody's looking forward to the weekend, weekend. ♫
48
117000
5000
♫ Everybody's looking forward to the weekend, weekend. ♫
02:17
♫ Friday, Friday. Gettin' down on Friday. ♫
49
122000
4000
♫ Friday, Friday. Gettin' down on Friday. ♫
02:21
KA: So you didn't think that we could actually have this conversation
50
126000
3000
KA: Pra nuk menduat qe do ta benim kete bised
02:24
without talking about this video I hope.
51
129000
2000
pa folur per kete video shpresoj.
02:26
Rebecca Black's "Friday" is one of the most popular videos of the year.
52
131000
3000
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.
53
134000
3000
Ka gati 200 milion shikime kete vit.
02:32
This is a chart of what it looked like.
54
137000
2000
Kjo tabele tregon se si duket.
02:34
And similar to "Double Rainbow,"
55
139000
2000
Njejt sikur "Double Rainbow,"
02:36
it seems to have just sprouted up out of nowhere.
56
141000
4000
duket se erdhi nga askund.
02:40
So what happened on this day?
57
145000
2000
Pra qfare ndodhi ne kete dit?
02:42
Well it was a Friday, this is true.
58
147000
3000
Ishte e premte, e vertet.
02:45
And if you're wondering about those other spikes, those are also Fridays.
59
150000
3000
Dhe nese mendoni per keto tjerat video, eshte e premte gjithashtu.
02:48
(Laughter)
60
153000
5000
(Qeshje)
02:53
But what about this day,
61
158000
2000
Por qka rreth kesaj dite,
02:55
this one particular Friday?
62
160000
2000
Kete te premte?
02:57
Well Tosh.0 picked it up, a lot of blogs starting writing about.
63
162000
3000
Pra Tosh.0 mori shume blogs qe shkruanin per te.
03:00
Michael J. Nelson from Mystery Science Theater
64
165000
2000
Micahel J.Nelson nga Mystery Science Theater
03:02
was one of the first people to post a joke about the video on Twitter.
65
167000
4000
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
66
171000
2000
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
67
173000
2000
morren nje pike shikimi
03:10
and they shared that with a larger audience, accelerating the process.
68
175000
3000
dhe ata shpernade ne nje audience te madhe.
03:13
And so then this community formed
69
178000
2000
Dhe keshtu ky komunitet u formua
03:15
of people who shared this big inside joke
70
180000
2000
nga njerezit qe shperndane kete shaka te madhe
03:17
and they started talking about it and doing things with it.
71
182000
3000
dhe filluan te flasin rreth saj dhe bene gjera me te.
03:20
And now there are 10,000 parodies of "Friday" on YouTube.
72
185000
3000
Dhe tani jane 10.000 vidoe ne youtube te ngjashme si "Friday"
03:23
Even in the first seven days,
73
188000
2000
Madje edhe ne 7 ditet e para,
03:25
there was one parody for every other day of the week.
74
190000
3000
ishte nje video nga gjdo dite.
03:28
(Laughter)
75
193000
4000
(Qeshje)
03:32
Unlike the one-way entertainment of the 20th century,
76
197000
3000
Ndryshe nga argetimet e shekullit 20,
03:35
this community participation
77
200000
2000
ky komunitet
03:37
is how we become a part of the phenomenon --
78
202000
2000
eshte se si behemi nje pjese e fenomenit
03:39
either by spreading it or by doing something new with it.
79
204000
3000
ose duke e shperndare ose duke krijuar diqka te re me te.
03:42
(Music)
80
207000
9000
(Muzik)
03:51
So "Nyan Cat" is a looped animation
81
216000
3000
Keshtu "Nyan cat" eshte nje animacion
03:54
with looped music.
82
219000
2000
me muzik.
03:56
It's this, just like this.
83
221000
2000
Eshte Keshtu.
03:58
It's been viewed nearly 50 million times this year.
84
223000
4000
KA rreth 50 milion shikime kete vit.
04:02
And if you think that that is weird,
85
227000
2000
Dhe nese mendoni se eshte qudi,
04:04
you should know that there is a three-hour version of this
86
229000
2000
Duhet te dini se eshte nje version 3 or i kesaj
04:06
that's been viewed four million times.
87
231000
2000
qe eshte shikur rreth 4 milion here.
04:08
(Laughter)
88
233000
3000
(Qeshje)
04:11
Even cats were watching this video.
89
236000
2000
Macet gjithashtu shikonin kete video.
04:13
(Laughter)
90
238000
4000
(Qeshje)
04:17
Cats were watching other cats watch this video.
91
242000
4000
Macet shikonin macet e tjera duke shikuar kete video.
04:21
(Laughter)
92
246000
8000
(Qeshje)
04:29
But what's important here
93
254000
3000
Por qka eshte e rendesishme ketu
04:32
is the creativity that it inspired
94
257000
2000
eshte kreativiteti qe inspiroi
04:34
amongst this techie, geeky Internet culture.
95
259000
3000
gjate kesaj ne kulturen e internetit.
04:37
There were remixes.
96
262000
2000
Kishte gjithashtu remixe.
04:39
(Laughter)
97
264000
2000
(Qeshje)
04:41
Someone made an old timey version.
98
266000
3000
Dikush beri nje si ne kohet e vjetra.
04:44
(Laughter)
99
269000
2000
(Qeshje)
04:46
And then it went international.
100
271000
3000
Dhe pastaj ne menyr internacionale.
04:49
(Laughter)
101
274000
14000
(Qeshje)
05:03
An entire remix community sprouted up
102
288000
3000
Nje remix komunitet doli
05:06
that brought it from being just a stupid joke
103
291000
3000
qe beri qe nga nje shaka
05:09
to something that we can all actually be a part of.
104
294000
2000
te diqka qe u be pjese.
05:11
Because we don't just enjoy now,
105
296000
2000
Sepse tani jo vetem qe kenaqemi, por
05:13
we participate.
106
298000
2000
edhe marrim pjese.
05:18
And who could have predicted any of this?
107
303000
2000
Dhe kush mund ta ket menduar kete?
05:20
Who could have predicted "Double Rainbow" or Rebecca Black
108
305000
2000
Kush mund ta ket parashikuar "Double rainbow" ose Rebecca Black
05:22
or "Nyan Cat?"
109
307000
2000
ose "Nyan Cat?"
05:24
What scripts could you have written
110
309000
2000
Qfar skripte mund te kene shkruar
05:26
that would have contained this in it?
111
311000
2000
qe mund ta kene kete?
05:29
In a world where over two days of video
112
314000
2000
Ne nje bote ku mbi 48 ore gjirimesh
05:31
get uploaded every minute,
113
316000
2000
ngarkohen cdo minute
05:33
only that which is truly unique and unexpected
114
318000
2000
vetem ajo qe eshte shume unike dhe e papritur
05:35
can stand out in the way that these things have.
115
320000
3000
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
116
323000
3000
Kur nje shok me tha ta shikoj kete video
05:41
about a guy protesting bicycle fines in New York City,
117
326000
3000
te nje djali qe protestoi per gjobat e bicikletave ne New York,
05:44
I admit I wasn't very interested.
118
329000
2000
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,
119
331000
3000
(Video) Casey Niestat: Pra mora nje gjobe qe nuk vozita ne rrugen qe duhej,
05:49
but often there are obstructions
120
334000
2000
por shpesh ka pengesa
05:51
that keep you from properly riding in the bike lane.
121
336000
3000
qe te mbajne larg rruges se duhur.
05:54
(Laughter)
122
339000
14000
(Qeshje)
06:08
KA: By being totally surprising and humorous,
123
353000
2000
KA: Duke qene plotesisht befasues dhe me humor
06:10
Casey Niestat got his funny idea and point
124
355000
4000
Casey Niestat beri qe me idene e tij qesharake dhe argumentin
06:14
seen five million times.
125
359000
2000
te merr rreth 5 milion shikime.
06:16
And so this approach holds
126
361000
2000
Dhe kjo ndodh
06:18
for anything new that we do creatively.
127
363000
2000
per cdo gje qe ne e bejme ne menyre kreative
06:20
And so it all brings us
128
365000
2000
Dhe e gjithe kjo na shpie
06:22
to one big question ...
129
367000
2000
te nje pyetje e madhe...
06:24
(Video) Bear Vasquez: What does this mean?
130
369000
3000
(Video) Bear Vasquez: Cfare do te thote kjo?
06:27
Ohhhh.
131
372000
2000
Ohhh.
06:29
(Laughter)
132
374000
3000
(Qeshje)
06:32
KA: What does it mean?
133
377000
3000
KA: Qka do te thote kjo?
06:35
Tastemakers, creative participating communities,
134
380000
3000
Personat me ndikim ne ate se qfare do jete e modes, komunitetet kreative pjesemarrese,
06:38
complete unexpectedness,
135
383000
2000
paparashikime,
06:40
these are characteristics of a new kind of media and a new kind of culture
136
385000
3000
keto jane karakteristika te nje medie te re dhe nje kulture te re
06:43
where anyone has access
137
388000
2000
ku gjithkush ka te drejte hyrjeje
06:45
and the audience defines the popularity.
138
390000
2000
dhe audienca percakton pupullaritetin.
06:47
I mean, as mentioned earlier,
139
392000
2000
Dua te them si me heret,
06:49
one of the biggest stars in the world right now, Justin Bieber,
140
394000
2000
njeri nga yjet me te medha ne bote tani,Justin Bieber,
06:51
got his start on YouTube.
141
396000
2000
filloi karrieren ne YouTube
06:53
No one has to green-light your idea.
142
398000
3000
Askush nuk mundet ti thyej ideat e tua.
06:56
And we all now feel some ownership
143
401000
2000
Dhe te gjithe tani ndihemi si pronar
06:58
in our own pop culture.
144
403000
2000
ne kulturen tone.
07:00
And these are not characteristics of old media,
145
405000
2000
Keto nuk jane karakteristika te nje medie te vjeter
07:02
and they're barely true of the media of today,
146
407000
3000
Dhe tani eshte me e reja medie,
07:05
but they will define the entertainment of the future.
147
410000
2000
pra do ta definojne te ardhmen.
07:07
Thank you.
148
412000
2000
Faleminderit
07:09
(Applause)
149
414000
4000
(Duartrokitje)
Translated by Egzon Shaqiri
Reviewed by Ermira Kusari

▲Back to top

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