Why videos go viral | Kevin Allocca

Introduction

Why Videos Go Viral | Kevin Allocca

Hi, I'm Kevin Allocca, the trends manager at YouTube, and I professionally watch YouTube videos. It's true. In this article, we'll explore how videos go viral and why that even matters.

The Desire for Stardom

We all want to be stars—celebrities, singers, comedians. When I was younger, becoming famous seemed incredibly difficult. However, web video has revolutionized this notion, enabling any of us to become famous and make our creative endeavors part of our global culture. In fact, any one of you could become famous on the internet by next Saturday. Given that over 48 hours of video are uploaded to YouTube every minute, it's astounding that only a tiny percentage of these videos go viral, amassing tons of views and becoming cultural moments. How does this happen? There are three key factors: tastemakers, communities of participation, and unexpectedness.

Tastemakers

Let's start with an example: Bear Vasquez posted a video of a double rainbow outside his home in Yosemite National Park in 2010. It was viewed 23 million times. Interestingly, Bear didn't set out to make a viral video; he merely wanted to share a rainbow. This video had been posted back in January but didn't gain attention until Jimmy Kimmel tweeted about it. Tastemakers like Jimmy Kimmel introduce us to new and interesting things, bringing them to a larger audience.

Communities of Participation

Rebecca Black's "Friday" is another prime example. One of the year's most popular videos, it has been viewed nearly 200 million times. When it first became popular, it seemed to have come out of nowhere. So, what happened? TSH Bo posted it, blogs started writing about it, and Michael J. Nelson from Mystery Science Theater 3000 shared a joke about the video on Twitter. Tastemakers initiated the conversation, but a community of people who shared this big inside joke emerged. They started talking about it and creating parodies—over 10,000 parodies of "Friday" exist on YouTube. This community participation, unlike the one-way entertainment of the 20th century, allows us to become a part of the phenomenon, either by spreading it or by doing something new with it.

Unexpectedness

Consider "Nyan Cat," a looped animation with looped music. It has been viewed nearly 50 million times this year. You might find it weird, but there's even a three-hour version viewed 4 million times. Cats watched other cats watch this video. This creativity inspired a remix culture that took "Nyan Cat" from a silly joke to something we could all participate in.

The Element of Surprise

Predicting what will go viral is nearly impossible. Who could have foreseen the popularity of Double Rainbow, Rebecca Black, or Nyan Cat? Only truly unique and surprising content can stand out amidst the deluge of over two days' worth of video uploaded every minute.

The Case of Casey Neistat

A friend recommended a video by Casey Neistat about protesting bicycle fines in New York City. Initially, I wasn't interested, but Casey's comedic and surprising approach made his point seen by five million people. This video exemplifies how unexpected, humorous content can capture widespread attention.

Conclusion: What Does This Mean?

Tastemakers, creative participating communities, and complete unexpectedness define this new kind of media and culture where anyone has access, and the audience determines popularity. One of the world's biggest stars, Justin Bieber, got his start on YouTube. No one has to greenlight your idea anymore. We now all feel a sense of ownership in our pop culture. These trends not only characterize today's media but will also shape the entertainment of the future.

Thank you.

Step 2: Keywords

Keywords

• Tastemakers
• Communities of Participation
• Unexpectedness
• Viral Videos
• YouTube Trends
• Web Culture
• Rebecca Black
• Nyan Cat
• Double Rainbow
• Casey Neistat
• Jimmy Kimmel
• Michael J. Nelson
• Justin Bieber

Step 3: FAQs

FAQ

1. What are the three key factors that make videos go viral?

   • Tastemakers, communities of participation, and unexpectedness.

2. Why did Bear Vasquez’s double rainbow video become viral?

   • It gained attention after Jimmy Kimmel tweeted about it, highlighting the influence of tastemakers.

3. How did Rebecca Black’s “Friday” gain so much popularity?

   • Tastemakers and online communities shared the video and created parodies, expanding its reach.

4. What’s an example of community participation in viral videos?

   • The 10,000 parodies of Rebecca Black’s “Friday” on YouTube.

5. Why is unexpectedness important for a video to go viral?

   • In a world where over two days of video are uploaded every minute, only unique and surprising content stands out.

6. How did Casey Neistat’s video about New York City bicycle fines go viral?

   • His humorous and surprising approach made the video appealing, resulting in five million views.

7. What role does audience participation play in viral videos?

   • Audience participation transforms and spreads the content, making it a part of a larger cultural phenomenon.

8. How has web video changed the path to fame?

   • Anyone can become famous without needing approval from traditional media gatekeepers, as demonstrated by stars like Justin Bieber.