Kevin Allocca: Why videos go viral

Kevin Allocca, YouTube's Trends Manager, discusses how videos go viral through tastemakers, community participation, and unexpectedness. He highlights 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 concludes with insights into how these viral characteristics will shape future media.

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

• Content, context, and creativity

• Popularity, engagement, and shares

• Quality, quantity, and timing

• Tastemakers, communities of participation, and unexpectedness

How did Jimmy Kimmel contribute to the popularity of Bear Vazquez's double rainbow video?

• He made a parody of it

• He tweeted about it

• He featured it on his TV show

• He interviewed Bear Vazquez

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

• It was released on a holiday

• It was promoted by a major record label

• It was shared by tastemakers and became an inside joke

• It featured a famous celebrity

What role do communities play in the viral success of videos like Nyan Cat?

• They provide technical support

• They organize viewing parties

• They create and share parodies and remixes

• They fund the creators

What is a unique aspect of the new media culture discussed in the video?

• It relies heavily on traditional media gatekeepers

• It allows anyone to create and share content without needing approval

• It is dominated by a few large corporations

• It requires significant financial investment to succeed

Which viral video example was used to illustrate the unpredictability of viral content?

• Rebecca Black's 'Friday'

• Double Rainbow

• Casey Neistat's bike lane video

• Nyan Cat

How did Justin Bieber become a major star according to the video?

• By winning a talent competition

• Through a viral TikTok video

• By being discovered on YouTube

• Through a reality TV show