YouTube Exec Explains How Videos Go Viral

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Back in 2011, YouTube's Head of Trends and Culture Kevin Allocca gave a TED Talk in which he dissected what makes a video go viral.

Now Allocca says that those three bullet points--tastemakers, unexpectedness and participation--have stayed mostly the same, except for one very important distinction. "You still need to have rapid distribution to a large group of people very quickly to be able to have something go viral," he tells Business Insider. "That used to be through celebrities or major media channels or sites like Reddit, but now a lot of these really big YouTube creators have actually built those audiences themselves."

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