‘Anyone of you could be famous on the Internet by next Saturday. But there are over 48 hours of video uploaded to Youtube every minute, and of that only a tiny percentage goes viral and gets tons of views and becomes a cultural moment so how does it happen?’
The examples illustrating his talk have been (literally) seen millions of times, none of them are videos that were meant to go viral (or done by filmmakers to put in their reel) but they have reached a not-so-long-ago unimaginable number of people, and only hitting a tiny percent of these numbers would be a victory for many of us.
The reasons why, according to Allocca, these videos went viral are interesting and put light on social behaviors that will likely last and might even take over in the way we consume new information.
So here are the three reasons:
We have seen that here, on mentorless, with the Canon Video that got 1200 clicks in eight month and started rolling after tastemaker Vincent Laforet tweeted about it, reaching now 134 000 views and counting.
We can say what we want, knowing tastemakers or getting their attention is a way to go to see your work gaining visibility. It used to be having Madonna wearing your socks at a red carpet, now it opened to pretty much every artists, thanks to…Twitter.
Participation is definitely a growing component in today’s storytelling techniques. We want to be part of something, it’s as simple as that.
Getting people involved but also letting people make it their own are two elements that can not always be integrated to your project (i.e. a classic drama narrative feature) but should have their place in the way you are marketing it, one way or the other.
‘Who could have predicted double rainbow, or Rebecca Black or the nan cat? What script could you have written that would have contained this in it?
In a world where two days of video get uploaded every minute, only that which is truly unique and unexpected can stand out in the way that these things have.’
That might sound terribly discouraging, but I take it as a call to action.
With the tools we have to shoot and share what we are producing, there is really no excuse not to take risks, experiments and most importantly produce, produce, produce.
Then throw it in the sea of content and hope a tastemaker will find it to his/her taste (or find the tastemaker, or be the tastemaker) and let your content live its life.
Now, that doesn’t tell you how to make money, I know, but it gaining visibility is a big step in any ‘artistic’ career. The real problem is not the money but people getting to know you exist, getting to see your work and ultimately appreciating it (or hating it).