Understanding Viral Videos

Kevin Allocca, YouTube's trends manager, discusses how videos go viral through tastemakers, community participation, and unexpectedness. He uses examples like Double Rainbow, Rebecca Black's Friday, and Nyan Cat to illustrate these points. Allocca emphasizes the shift from traditional media to a participatory culture where anyone can become famous online. The talk highlights the unpredictability of viral content and the role of creativity in new media.

What are the three key factors that contribute to a video going viral?

• Paid promotions, catchy titles, and thumbnails

• Frequent uploads, long duration, and high resolution

• High production quality, celebrity endorsement, and advertising

• Tastemakers, community participation, and unexpectedness

How did Bear Vasquez's 'Double Rainbow' video gain popularity?

• It was part of a viral marketing campaign

• It was featured in a popular movie

• Jimmy Kimmel tweeted about it

• It was advertised on television

What was a significant factor in the viral spread of Rebecca Black's 'Friday'?

• It was released on a Monday

• It was promoted by a major record label

• Tastemakers and community participation

• It had a high-budget music video

What is unique about the 'Nyan Cat' video that contributed to its viral status?

• It inspired a remix culture

• It was a part of a movie soundtrack

• It has a three-hour version

• It features a famous celebrity

What does the conclusion suggest about the future of media?

• It will be dominated by traditional media companies

• Audience participation will define popularity

• Only high-budget productions will succeed

• Media will become less accessible to the public