|Posted by Jenelle Conner on April 10, 2012 at 9:35 PM|
Have you ever wondered why a random YouTube video gets 2 million instead of 2 views? Have you ever asked: “How does the rainbow pooping cat (Nyan Cat) video become popular?” I have. I regularly ask, why the heck is this YouTube video popular right now?!
It all became clear when a family member shared this amazing explanation by YouTube Trend Manager, Kevin Allocca. Some would even call it an “aha” moment for me. If you have about 7:30 minutes this video is worth the watch. For those of you that can’t spare the time to watch the full video, here’s my 30 second recap.
Top three reasons Allocca says videos go viral:
1. “Tastemakers” – People with influence who introduce the video to a larger audience. It doesn’t mater if it is a celebrity, a person with a large Twitter following or a reputable blogger. Videos have to be seen and given the “stamp of approval” by an influencer to become valid.
2. “Communities of Participation” – Videos need to inspire creativity. “We don’t just enjoy now, we participate,” said Allocca. This is how the rainbow pooping cat video becomes a phenomenon. Multiple versions of this “geek” video trend caught on because individuals were able to put their own spin on something popular and connect with their audience in a new way.
3. “Unexpectedness” – In order to be noticed by the Tastemakers the video must be “unique” and “unexpected.” According to Alloca, “48 hours of video is uploaded to YouTube every minute.” That’s a whole lot of clutter to break through. I would say that in normal marketing/pr efforts your video needs to have value, but when you look at the most popular videos of 2011 it is overwhelmingly obvious that value has nothing to do with online video virality.
Want to know what’s trending on YouTube right now. Check out YouTube’s Trends blog – http://youtube-trends.blogspot.com/
What are some of your all-time favorite YouTube videos?
This post was originally posted on KimberMedia's website by Jenelle Conner on March 10, 2012