Social media connects billions of people around the globe to one another.
One Facebook alone, more than 2.2 billion active monthly users can share content in real-time — and more than 100 million hours of video get watched each day.¹
This built-in user base of billions, coupled with instant accesses to shared content, has created an environment ripe for the sharing of pirated material. As the new face of piracy now includes everyone, you need to make sure that your company’s strategy is evolving with it.
In addition to users sharing unauthorized content, these social media platforms are starting to take on the personality of a traditional media company, albeit under the banner of tech. Instagram launched its brand new IGTV service, aimed at long form videos, perfect for influencers to share their latest product promotion, or pirates of your latest TV episode. YouTube launched its own IPTV service, effectively making the jump from a user generated content site to full-on television provider. Additionally, Twitter has renewed its contract with Major League Baseball to continue live streaming of games, driving sports fans to their social media platform.
With these platforms driving consumers to their sites for more than just social sharing, it is crucial that your digital piracy solution works. Even with authorized channels and an active social media presence, your digital content can end up in jeopardy if it falls into the wrong hands.
Below are some best practices to bear in mind as you construct your social media program.
Use the Right Tools: You need a solution that can leverage technology. Many of these platforms have their own tools to help fight piracy. For example, Facebook Rights Manager is a sophisticated tool that helps identify, remove and help monetize content on the platform. Having someone help manage this tool for you can make your life easier and ensure it is functioning correctly. You also need tools that can directly scan these platforms looking for pirated material. Ideally, you would use a vendor who partners with these sites. These partnerships can make your efforts much more efficient by providing better access than what you would get by searching from the outside.
Make Your Own Rules: You are in charge of your own content and should have rules in place that reflect your priorities. Tailoring your program to your business needs can offer clarity on enforcing, monetizing, and all the other issues that can derail a program. By making sure that you have clear rules of engagement on each platform, and that both you and your vendor are in sync, can make a powerful one-two punch for removing pirated content.
Educate Your Audience: With pirated content growing on social platforms, the need to educate your audience is key. Make sure they know what authorized pages exist and how they can access your legitimate content. By sharing this information as openly and widely as possible on these sites, you can decrease the chance that someone might accidently find themselves on a unauthorized page, or convert someone who might seek that content elsewhere.
Social media has the technology tools and a ready-made user base in the billions that make it a perfect target for Piracy. By leveraging technology, expertise and education, you can fight back. Learn more here about how MarkMonitor can help.
¹ “Facebook Reports First Quarter 2018 Results.” Facebook, April 25, 2018.