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  • I think when people say viral I think they mostly just mean something that

  • everybody's talking about on the web. Content is shareable when it hits people

  • emotionally and makes people feel like they're proud to have it be associated with their

  • identity. I kind of call it the new advertainment. Make us great content and make

  • it good enough that they'll want to pass it around to their friends. Internet comedy specifically, I

  • think that everyone's just getting good at

  • being funnier faster. Because people have such a shorter attention span for online stuff.

  • That's what I love about online is that it's now

  • created this opportunity where you can make two to five minute videos

  • and have them matter. People remember them. It has a timeless appeal.

  • One of the interesting things about viral video is there is actually no

  • generally agreed upon definition. A lot of people like to use the word viral to describe

  • something that

  • takes off or is popular. For me, what counts as viral is: are people inspired to share with their

  • friends?

  • Oftentimes it's not even the

  • video itself that's so important.

  • It's what you think of the video.

  • It's what your reaction to that video is.

  • We're entering this new era in media where it's not just about serving your own needs. It's about

  • finding things for your friends and the people in your life

  • and people are becoming curators and publishers themselves. It's what the video

  • says about us when we share it.

  • I like to be the funny guy so i share the funny video. And so i think what you're seeing

  • now is the web is maturing, social signals are becoming a bigger and bigger

  • part of it and there's going to be a higher bar for content creators to make things that

  • people actually want to watch and share.

  • From two thousand 'til two thousand six,

  • accidental would be the key word in characterizing these videos.

  • It's an extension from America's Funniest Videos. Some of the most prominent themes

  • will include cats, babies,

  • schadenfreude moments, repetitive types of music videos, animations, and

  • borderline obnoxious songs.

  • About two thousand six, there was the emergence of a remix artist community

  • on YouTube. Their primary role is to take an existing clip and, totally re-contextualizing them,

  • it took to the idea of viral culture to the next level. From there people

  • in the professional fields of video production started taking notice. Videos

  • like dick in a box, like a boss. These videos totally took the absurd humor that

  • has been running through internet videos and they just introduced them to a much

  • wider audience. That was the checkpoint where mainstream and internet culture

  • is really converging. How do we one up from there?

  • That's the driving engine that this convergence is bringing about.

  • Viral video has been fantastic for comedy.

  • As much as we try to predict what's going to be a huge hit on the internet, you never totally

  • know. And we try our best and there's things you can do. For example, I try to

  • always start from a place of

  • relatability. Like some topic that people have experienced before in some way.

  • Six Girls You'll Date In College. You're just like my dad.

  • You'll keep a picture of her to show to friends.

  • She will not.

  • With internet video, you just have to cram it. It's visually like

  • Hey keep watching! Don't click away! Hi! HI! HI! We try to keep everything very visual,

  • very fast and within like ten seconds everyone needs to be aware of

  • why is this funny, where its going to go. Another thing is

  • it's just, it's more about the execution of a concept that touches on a cultural

  • nerve. Pop culture. That's the thing that's being consumed the most. We did

  • have a One Direction parity where we just

  • totally called them

  • like the seventh sign of the

  • apocalypse.

  • And all the One Direction fans were like we

  • love it!

  • As long as you're covering things that they're interested in

  • they don't care what you say. People are a lot more likely to share with their friends a video that

  • they feel relates to their own lives in some way. But we're always surprised by what ends up becoming really popular.

  • Early on, brands started looking at You Tube creators and the so called viral videos they were making

  • and thought hey we can do this ourselves.

  • Initially they were trying to get free advertising. That they could mimic what was

  • going on on You Tube and with a gag or a funny joke

  • or a cute animal or a baby they could

  • replace their television advertising. Avion babies was sort of the first major

  • super successful viral campaign.

  • It reached over a billion views on You Tube. Just an amazing success. But what they found

  • over time is that these things cost money so

  • they're investing more in it.

  • I like power!

  • Old Spice did

  • hundreds of videos that were funny and made that campaign last over time. What's

  • interesting are start-ups out there and some established companies that are using video

  • as their only marketing strategy.

  • The dollar shave club

  • launched basically on a funny video. Another example is the orabrush guy.

  • Their strategy is a hundred percent video.

  • Videos that appeal to people's emotions also really work. Like the Google

  • campaigns do.

  • And those can be incredibly powerful but

  • you know they're not mentioning anything specific about Google. It's not just

  • trusting that

  • we can make good content and people will love us for it but it's trusting that we can

  • make good content that maybe really isn't even about us. This is about brands

  • creating content that people want to watch and it's really a revolutionary notion.

  • I love two to three minute stories. Storytelling is almost all I care about.

  • Motivation or inspiration behind my videos is just whatever I think is interesting at that moment. In two thousand

  • three the battery in my iPod died

  • and I was really broke back then so it was a huge deal and Apple wouldn't replace it.

  • "Apple doesn't offer a new

  • battery for the iPod?" "No."

  • We made a three minute movie about it and put it online.

  • It really exploded. It had about five million views in a couple of weeks and

  • that predated You Tube.

  • I always try to get a character

  • that's leading me through the story.

  • Whether they care about the specific subject matter or not

  • if they're invested in the character, it'll drive them through the videos.

  • I'm a big cyclist so naturally I make a lot of movies about bikes and I live in New York City

  • which is this amazing backdrop so it inspires you to want to tell that story. And that's

  • what like texting while walking was. it's hard to invest yourself in a generic

  • message but if its humanized, if there's a face behind it, it's something to have a

  • relationship with. So if i have the opportunity to type a title in using

  • software and it just pops up on the screen or I can draw the title and then film it,

  • by drawing it and filming it, you're seeing the human hand. You're seeing something I actually created.

  • I don't make movies for them to go viral. I just make the best movies I can and happen to just

  • love

  • three to five minutes. It's my favorite length for telling a story. And certainly that's

  • what I love about life more than anything else, is experiencing the world

  • through stories.

  • We think about viral as entertainment

  • but we've seen recently how powerful and very dramatic events can also spread

  • very quickly. So all of these trivial rules that we try to assign

  • to what becomes popular on the web

  • don't always apply. Those videos could possibly lead to

  • a discussion or a bigger debate about an issue, whether it be

  • interracial issues or bullying in schools. It's now starting to affect

  • politics. Like at the very start of the revolution in Egypt

  • there is a video of a guy staring down a water cannon.

  • it had elements of the Tiananmen

  • idea.

  • There's gotta be comforting feeling that somewhere, someone in the world, other people

  • are seeing the mess that you're in. So what we're seeing is transition from

  • receiving and consuming these videos

  • to talking about the video and

  • starting another chapter.

  • Now people are raising funds and doing things to actually make things happen.

  • When we think back and remember many of these moments, we'll remember them

  • through these You Tube videos. And

  • that is a very, very different thing.

  • Ten years ago it would take six months for something to reach it's full viral spread.

  • Eight years ago it took something like two or three months.

  • Then it got down to a week and now it's something that things can reach there full viral reach

  • within a day or two. I actually think were in this You Tube created renaissance of content. I

  • think it's cool that were in an era now where people are paying more attention to like

  • how to get to the funnier thing faster. So it is kind of a game, the viral

  • contest. I think You Tube is still entirely the wild wild west. Five years from now the

  • stuff that we're seeing

  • online will be

  • entirely different than right now. We're in sort of this transitional phase. We're just starting to understand

  • what happens when you open up the power of video to the masses. We're going to continue to see things that surprise us for the next decades.

I think when people say viral I think they mostly just mean something that

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