Facebook’s Video Rights Manager curbs piracy, preps for monetization

The piracy playground of Facebook video will soon be a thing of the past with the rollout of its new copyright management system. Content producers previously deterred by poached view counts can now confidently post their work — and even more so with the promise of monetization on the horizon.

The new ‘Video Rights Manager’ tool prevents the pirating of videos (also known as ‘freebooting’) by allowing users to mark uploads as a reference file. Facebook will then aggregate any matches of that video to your dashboard so you can either report abuse or grant others permission to use your content.

This crackdown on piracy is far overdue for many content producers on Facebook. On a platform wherefreebooted videos can rack up millions more views than originals, content creators have been right to be wary of it.

Content producers previously had little to no recourse from Facebook in order to get a freebooted video taken down. Unless you were a major publisher, you had to find freebooted videos and file a request for them to be taken down on your own.

The new tool allows creators to track any and all freebooted versions of their videos, along with the option to create rules for what can happen to those videos when found. And instead of sending a request for removal for each individual video, the creator can flag as many videos as they want and send one large report.

This removes a huge barrier to monetization on the platform: with original content now protected, it’s only natural advertising would follow.

Consider YouTube: the platform introduced anti-piracy technology called Content ID two months before rolling out an ad system.

With an announcement that in-stream advertising options are on the way for live video, Facebook can’t be too far off from a monetization system for all videos beyond the Suggested Videos product.

If Facebook wants content producers to keep creating and hosting video on their platform, a monetization system will be necessary.

Facebook may be where the most eyeballs are. But content producers need more than view counts to make publishing on Facebook worth their while.

Mackenzie Mennucci, Content Specialist & Social Community Manager

Email: mackenzie@mjrcg.com

Twitter: @mjrcg | Facebook: http://www.facebook.com/mjrcreativegroup

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