Video is increasingly becoming the medium of choice for web users, with Dynamics Media reporting that video consumption has grown 45% year on year. As PR is increasingly about creating and owning content, video creation should be an area all PRs are looking to exploit.
While video is already a huge part of digital culture, it is set to increase in popularity as 4G roles out across mobile networks. At the latest news:rewired event, video was a hot topic among the speakers, with several video-based products on display.
Here are five things everyone working in video creation should be aware of, from tools to copyright.
- ScribbleLive is a tool that allows you to manage all content, including video, real-time. With a simple imbed function, various media types can be curated for liveblogging. The tool could also be used to track a campaign, combining tweets, pictures and videos that are being shared in relation to the brand. The only sticking point with the tool is the issue of copyrighted material and how easily intellectual property can be shared.
- Copyright and intellectual property rights, while fairly simple concepts, cause all sorts of problems for video creators. YouTube’s Copyright School reveals what you should know about sharing content.
- If the content you want to use (which includes soundtracks) was originally created by someone else, then you should seek permission first. The idea that anything on YouTube is in the public domain and therefore free to use, which is what some video companies suggest, is incorrect. YouTube takes copyright complaints very seriously, immediately removing offending videos.
An article on Journalism.co.uk today reports that a new intellectual property law will allow orphan works (material where the creator cannot be contacted) to be used commercially without violating copyright. While the impact of this is yet to be seen, it could be a major player in the way content is used commercially.
There are fair usage allowances in copyright law, such as for use in reporting, but these are often unclear and it is better to err on the side of caution. As ever, the golden rule is: if you’re not sure, don’t use it. It is always better to be in a position where you definitely cannot be sued. Also, if content is removed at a later date it can leave gaps in your website which look unprofessional.
- Working against the idea of intellectual property is Mozilla’s Popcorn Maker, an online video remix tool. The tool allows you to quickly add layers to video content from other web services, such as Twitter, YouTube or Google Maps. While the process is quick and easy (see the tutorial) there is one major function that brands should take into consideration.
Popcorn Maker videos are stored in a custom player which has a button allowing anyone to remix the work again. While this would ring alarm bells for some PRs, for whom content control is vital, other brands may look to exploit this capability, driving consumer engagement through interactivity.
- If comprehensive mixing and creation is not within your budget or timescale then Videolean could be the tool for you. When it launches, Videolean will allow simple video creation through templates and library content. Aimed at start-ups, it will be the perfect tool for a PR’s first foray into video.