Why videos go viral | Kevin Allocca

TL;DR

Kevin Allocca, the trends manager at YouTube, discusses how videos go viral and why it matters.

Transcript

Hi. I'm Kevin Allocca, I'm the trends manager at YouTube, and I professionally watch YouTube videos. It's true. So we're going to talk a little bit today about how videos go viral and then why that even matters. We all want to be stars -- celebrities, singers, comedians -- and when I was younger, that seemed so very, very hard to do. But now Web vi... Read More

Key Insights

• 📺 The rise of viral videos: YouTube has made it possible for anyone to become famous and create cultural moments through web videos, but only a tiny percentage actually goes viral.
• 🍿 Tastemakers matter: Tastemakers like Jimmy Kimmel and Tosh.0 introduce new and interesting videos to larger audiences, accelerating their popularity.
• 🌈 Unexpectedness is key: Videos like "Double Rainbow" and Rebecca Black's "Friday" seemingly sprouted out of nowhere, catching attention and going viral due to their unexpectedness.
• 👥 Communities of participation: Community participation through sharing, discussing, and creating parodies is how videos become a phenomenon and part of our pop culture.
• 💡 Creativity inspires more creativity: Videos like "Nyan Cat" spark creativity among internet culture, leading to remixes, international versions, and the formation of a remix community.
• ❓The unpredictability of viral success: No one can predict what videos will go viral, but the most unique and unexpected content stands out and captures the audience's attention.
• 🎥 Surprising and humorous content gets attention: Videos like Casey Niestat's humorous take on protesting bicycle fines gained millions of views by being surprising and funny.
• 🌟 The rise of a new media and culture: The characteristics of a new kind of media include access for everyone, audience-defined popularity, and a sense of ownership in our own pop culture.

Questions & Answers

Q: How does a video go viral on YouTube?

According to Kevin Allocca, there are three factors that contribute to a video going viral on YouTube: tastemakers, communities of participation, and unexpectedness. Tastemakers, such as celebrities or influencers, introduce new and interesting videos to a larger audience. Communities of participation form when people share and interact with the video, creating a sense of belonging and inside jokes. Lastly, unexpectedness plays a crucial role, as unique and unexpected videos are more likely to stand out in the vast sea of content on YouTube.

Q: Can any video become viral on YouTube?

While any video has the potential to go viral on YouTube, the reality is that only a tiny percentage actually achieve this level of popularity. With over 48 hours of video uploaded to YouTube every minute, the competition is fierce. It takes a combination of factors, such as having tastemakers promote the video and finding a niche community that resonates with it, to increase the chances of a video going viral.

Q: What are some examples of viral videos and how did they become popular?

One example of a viral video is Bear Vasquez's "Double Rainbow." This video gained popularity after Jimmy Kimmel shared it on Twitter, introducing it to a larger audience. Another example is Rebecca Black's "Friday," which went viral after Tosh.0 picked it up and various tastemakers shared their opinions about it. These videos gained traction due to the involvement of tastemakers and the formation of communities around them.

Q: What role does creativity play in viral videos on YouTube?

Creativity plays a significant role in the success of viral videos on YouTube. A prime example of this is the video "Nyan Cat," which consists of a looped animation and music. This video inspired creativity within the online community, leading to various remixes and even an old-timey version. The ability to inspire and engage viewers creatively is what sets viral videos apart from the rest. Unexpected and unique content has the potential to captivate and involve the audience, making it more likely to go viral.

Summary & Key Takeaways

• Videos go viral on YouTube through the help of tastemakers, communities of participation, and unexpectedness.

• Tastemakers play a crucial role in introducing new and interesting content to a larger audience.

• Participating communities can contribute to the spread and popularity of viral videos through parodies, remixes, and other forms of creative engagement.