Presenter: More than luck is involved in getting a video to go viral. As I've discussed, three elements predict whether or not a video is seen by more than just your friends. First, you need a well-produced brief video with good audio. Also, focus your video on topics people care about, what social scientists call emotional resonance, especially those geared towards young adults and women, as they're more likely to share videos that they like.

And finally, it helps if you can get the attention of a public opinion gatekeeper. It doesn't have to be Jimmy Fallon, but that certainly wouldn't hurt. Jenna Marbles has over eight million subscribers to her YouTube channel, and she's just an ordinary girl talking about ordinary things. Just imagine the possibilities if your ideas go viral. Thank you.

[applause]

OK, I'm glad to take any questions if someone has something to ask. Yes, [inaudible].

Student: What about the sound, though? Isn't that important?

Presenter: Right. [inaudible] is asking if smart phones can capture audio successfully. And I have to say it's often difficult. An external or lapel microphone can help make sure that your audio comes through clearly. Any other questions? Kate.

Student: Wait a minute. Sorry. I also just wanted to ask if you need some kind of legal permission to post a video. For instance, let's say I see something happening at the mall, right? And so I record it, and it's cool, but then the people I'm recording don't know I did it, and I don't know them.

Presenter: Sure.

Student: Do we need to track them all down to get permission first? I mean, the legal stuff can get pretty complicated, can't it?

Presenter: Right.

Student: Also, what if there's a store's name in the scene? Is there anything saying that I have to have the company's permission?

Presenter: Well--

Student: What if there's a brand, like a Coke can, or if there's music or TV in the background?