Ep 14. Kevin Allocca: Why Videos Go Viral

Kevin Allocca, the Head of Culture and Trends at YouTube, joins the stage of TED Talks: Cyber Awe in season one, episode fourteen, to discuss the fascinating phenomenon of viral videos. In his talk, titled "Why Videos Go Viral," Allocca explores the various factors that contribute to a video's popularity and the cultural impact that these videos can have.

Allocca begins his talk by describing just how massive the internet is, highlighting the fact that over 100 hours of video are uploaded to YouTube every minute. But with so much content available online, how do certain videos rise to the top and become viral sensations?

According to Allocca, there are three key factors that contribute to a video's virality: tastemakers, communities of participation, and unexpectedness. Tastemakers are individuals or groups who have the ability to spot and share content that they believe will resonate with others. Communities of participation are groups of people who often have a shared interest or passion and are able to connect and share content with each other. Unexpectedness refers to videos that are surprising, unusual, or challenge our expectations in some way.

Allocca goes on to provide numerous examples of videos that have gone viral and analyzes what made them so successful. He breaks down the success of a video of a man dancing at a wedding, explaining how tastemakers played a crucial role in promoting the video and how the unexpectedness of the dance moves caught viewers off guard and made them want to share it with friends.

Allocca also discusses the cultural impact that certain viral videos have had, such as the "Charlie Bit My Finger" video, which he argues helped to shape our collective understanding of childhood and family dynamics. He explains how the video created a new kind of comedy genre and spawned numerous copycat videos.

Throughout his talk, Allocca emphasizes the power of the internet and the ways in which it has transformed the media landscape. He argues that, in many ways, the internet has allowed for a more democratic distribution of content, giving anyone with an idea or a message the ability to share it with the world. At the same time, Allocca acknowledges that there are certain challenges that come with this new era of media, such as the potential for misinformation and the fact that certain voices still struggle to be heard.

Ultimately, Allocca's talk is a fascinating exploration of the ways in which the internet has transformed the way we consume and share media. By analyzing the underlying factors that contribute to a video's virality, he provides a valuable perspective on the power of technology and the ways it can shape our cultural landscape. Whether you're a content creator looking to go viral or simply someone interested in the ways in which the internet is changing our world, Allocca's talk is sure to provide plenty of food for thought.