September 13, 2015
Lately, Facebook has received a lot of flak for not making an effort to provide more tools to identify illegally uploaded video content. The social media network, too, has admitted that its content is frequently misused by third parties. In a recent blog post, the company even went on record saying that it wants to give video creators their due credit. According to a report by Ogilvy and Tubular Labs, out of the 1,000 most popular videos shared on Facebook in the first quarter of 2015, around 725 were actually ‘re-uploaded’ videos ‘stolen’ from other sources.
Facebook’s new video matching technology aims to quell concerns raised by media companies, networks, and prolific content creators such as Hank Green regarding the videos shared on the social media platform.
Video Copyright: What Facebook Lacked
- Visibility: Video uploads on YouTube are open for all to see. However, Facebook videos are seen by a user’s friend groups, which is usually a closed network.
- Tools to Address Copyright Infringement: YouTube’s Content ID helps identify copyrighted material so that content owners can block copied content from appearing on YouTube. In its attempts to combat privacy, Facebook runs the uploaded videos through the Audible Magic system that uses audio fingerprint technology to identify and prevent unauthorized videos from appearing on the platform. But this has not been effective enough.
How will Video Matching Technology Work?
- Video matching technology will let creators identify matches of their videos across profiles, groups, pages, and regions.
- Instances of “freebooting”, which refers to users ripping a video from another platform (YouTube/Vine) to share it on Facebook, will be quickly spotted through this technology. Content publishers will be able to report the matches of their videos to Facebook and request for removal.
However, to start with, the company plans to release a beta version of the video matching tool to a small group of advertisers, including multi-channel network FullScreen, viral video specialist company Jukin Media, and video monetization platform Zefr.
What is Facebook Planning for the Future?
The answer to this question is increasingly becoming clear: To emerge as an alternative to YouTube, making profits from advertisers’ budgets. Earlier this year, the social networking giant claimed that it registers 4 billion daily video views. In return, advertisers were charged even when users were quickly scrolling past the ads. However, recently, the company has changed its way of charging advertisers which could improve social marketing campaigns. To help advertisers measure how effective ad campaigns are in meeting specific goals, Facebook has updated its Conversion Lift analytics tool. Facebook also now offers an option to advertisers to pay only for those video ads that are viewed for at least 10 seconds. The company has not yet revealed its larger plans for ad-based revenue sharing but is expected to roll them sooner than expected.
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