Why videos go viral | Kevin Allocca
How Do Videos Go Viral?
Introduction to Virality
- Kevin Allocca introduces himself as the trends manager at YouTube, emphasizing his role in observing viral videos.
- He discusses the democratization of fame through web video, suggesting that anyone can achieve internet stardom quickly.
The Challenge of Going Viral
- Allocca notes the overwhelming volume of content on YouTube, with over 48 hours of video uploaded every minute.
- He highlights that only a small fraction of this content goes viral and becomes culturally significant.
Key Factors for Virality
- Three main factors contribute to a video's virality:
- Tastemakers
- Communities of participation
- Unexpectedness
Case Study: Bear Vasquez's "Double Rainbow"
The Story Behind the Video
- Bear Vasquez's "Double Rainbow" video was shot in Yosemite National Park and gained immense popularity in 2010.
- The video was not initially intended to go viral; it was simply meant to share a personal experience.
Role of Tastemakers
- Jimmy Kimmel's tweet played a crucial role in propelling the video's popularity by introducing it to a wider audience.
Rebecca Black's "Friday": A Cultural Phenomenon
Overview of Popularity
- Rebecca Black’s song “Friday” became one of the most viewed videos, accumulating nearly 200 million views within a year.
Community Engagement and Parody Culture
- The video's virality was fueled by tastemakers like Tosh.0 and social media engagement, leading to numerous parodies—over 10,000 on YouTube alone.
The Impact of Community Participation
Shifting from Passive Consumption to Active Participation
- Unlike traditional entertainment models, modern virality involves community participation where audiences engage creatively with content.
Unexpectedness as a Key Element
Examples from Internet Culture
- Allocca references "Nyan Cat," which inspired creativity among viewers through remixes and variations, showcasing how unexpected content can lead to widespread engagement.
Conclusion: Characteristics of New Media Culture
Defining Features for Success
- The discussion concludes with an emphasis on three characteristics essential for new media success:
- Tastemakers who amplify unique content,
- Engaged communities that participate actively,