WHY VIDEOS GO VIRAL?
The answer to this question, helped me to the video presentation from TED Youth conference in New York. The presentation is by Kevin Allocca, YouTube’s Trend Manager, who professionally watches videos on YouTube.
“There are over 48hours of video uploaded to YouTube every minute and from that, just a small percentage become viral and cultural moment, “said Allocca.
He shared his findings and characterized 3 main factors of “Why Videos Go Viral”
Here is a breakdown of what those 3 main factors are:
· TASTE MAKERS
· COMMUNITIES AND PARTICIPATION
- Their main function is to spread the word and help to expand video popularity.
- It could be our friends, bloggers, news or celebrities. Simply anyone, who is well connected with people within the web-world
Kevin talks about the famous viral video called “Double Rainbow”. The video wasn’t created to become popular. Guy called Mountain Bear made it, just because he wanted to share a rainbow.
This video was viewed 33,683,276 times. It all started, when Jimmy Kimmel posted tweet about the video. He wrote: “my friend Todd has declared this, “funniest video in the world” - he might very well be right.“
“Tastemakers, like Jimmy Kimmel introduce us to new and interesting things and bring them to a larger audience, “said Allocca.
- The idea is to create a video, which will be worth spreading
- Secondly you have to serve that to your existing contacts, links (Taste Makers)
- When the tastemakers share your video in a Tweet, Facebook post or news, and your video will start spreading. It is a signal, which means it worked and the video starts becoming viral.
2. COMMUNITIES AND PARTICIPATION
- These come into a roll when, tastemakers share your video with his/her audience.
- Then it all depends of power, size and activity of the audience
- This means that the tastemakers are just a sparkle on the start and communities and participations fuel rest of the popularity.
- This is probably the most important from all.
- The video has to be original, surprising and un-expectable.
- It is unexpectedness, which attracts the tastemaker, who is then willing to pass it to his\her communities and participations.
- Also, the same factor makes the tastemaker’s communities to spread the word further.
In world where over two days of video get uploaded every minute, only that, which is truly unique and unexpected can stand out, “ said Allocca
“What does it mean? Tastemakers, Communities and Participations and complete Unexpectedness: these are the characteristics of a new kind of media and a new kind of culture where anyone has access and the audience defines popularity, “ said Allocca.