Viral Video Producers Want To Charge You To Embed Their Videos
from the that's-not-viral dept
Like most viral video efforts, the videos are hosted on YouTube, which makes them easy to embed and share. Except, apparently, that's not working within Common Craft's business model. An anonymous reader sent over a story about how the company has set up a new licensing scheme for embedding its videos on websites, and the fees get pretty high pretty quickly. Digital Inspiration notes that embedding one of those videos on a popular website or blog could cost thousands, since the prices are based on views. Lee LeFever, of Common Craft, responded in the comments that this was targeted at companies, rather than "bloggers." However, it's not clear if this means the videos will remain on YouTube -- in which case, companies can just embed them automatically -- or if they'll keep them off of YouTube.
Either way, it's difficult to see this working out. I'm sure some companies will pay, but on the whole, it seems to break the value chain here. Common Craft could, instead, offer up the ability to make custom videos for companies, but on its website, it says that they'd rather just focus on their own videos -- and points anyone who wants custom videos to a series of other video producers. The thing is, if you want your video to be viral, you can't also charge for it. There are three options that I can see, and none of them seem that good:
- They leave the videos on YouTube as embeddable, and just hope that companies will pay them anyway.
In this case, many companies would likely embed the videos anyway, not even realizing that CC wanted them to pay up. That leads to confusion and no legal basis for CC's request. After all, it put the video on a video sharing site and allowed embedding. That seems like a pretty clear authorization to embed the video.
- They leave the videos on YouTube, but not as embeddable, and make companies pay to embed
As we saw with the band Ok Go, when EMI disabled embedding for the band's videos, traffic plummeted 90%. You don't go viral if you don't allow embeds.
- They stop using YouTube altogether, and don't release the videos publicly themselves
It's hard to be viral when the videos aren't anywhere online.