Facebook clamps down on pirated content
28th April 2017
What is it?
The new update to the Facebook Rights Manager tool now includes the option to ‘claim ad earnings’ on other people’s uploads of a video you own.
What does it do?
This means that if an infringing video includes a new mid-roll ad break Facebook is testing, the revenue will be sent to the content’s owner instead of the uploader who stole it.
Rights Manager works by having content owners upload original versions of videos to be indexed. It can then detect when the same video or a portion of it is uploaded by someone else.
Is it a game-changer?
This will be pretty game changing for the meme culture, and may put extra pressure on pages like UNILAD to add extra credit to the content they share, rather than simply citing the source in a comment on the post. That said, the real incentive behind this change is to provide a compelling proposition to would-be advertisers. The only way for Facebook to build video into a big business is if it makes content creators feel they’re getting a square deal. YouTube followed a similar strategy to monetise their offering.
This could be the change that enables Facebook to finally start to make the money that truly reflects the volume of users on the platform. Watch this space…