Kevin Allocca is YouTube’s trends manager.
Over 48hrs of video are uploaded every minute, and only a tiny fraction of a percent get more than 1 million views. Going viral requires 3 things
- Tastemakers: influential people enjoying the video and reposting it
- Unexpectedness: With so much video out there, the viral videos have to be different.
- Participation: Others want to be a part of this, create parodies and meta-references.
He talks through examples of videos with these features:
- Double-Rainbow’s views spiked massively when it was retweeted by Jimmy Kimmel (tastemaker)
- Rebecca Black’s Friday went big when a few people (tastemakers) started posting about it. From there plenty more people referenced it or parodied it – within days there was a parody for every other day of the week (participation).
- Nyan Cat is extremely strange (unexpected), but also very easy to remix with different background music, set it in a different place, or post meta-references such as a cat watching a cat watching nyan cat (participation).
- A cyclist riding on the street protesting a ticket for not riding in the bike lane Because his funny video had an unexpected twist, 5 million people (at time of TED talk, now 13 million) saw his protest.
We’re building a new type of culture where everyone has access and the audience decides popularity. This will define the entertainment of the future.
Entertaining and light, but with an interesting perspective on Youtube.