Center Social Media Online Video Fair Use Copyright

Better Call Saul! (Primer on Fair Use for Online Video)

To those who are not watching AMC’s Breaking Bad TV series, “Better Call Saul” is the title of a Season-2 episode when defense attorney Saul Goodman first appeared on the show.  Saul is/was (no plot giveaways here!) one of the most memorable characters as he reflects all the negative stereotypes of criminal lawyers in a charming, and at times, hilarious way.  Think Ari Gold (Entourage) conjoined with “Show Me The Money” Rob Tidwell (Jerry McGuire) and you’ve got Saul!

Lawyer parodies aside, the fact is legal considerations impact online video production and distribution, especially the “fair use” doctrine which clarifies when copyrighted material can be used without permission or payment.   You can read more at the Center for Social Media’s website or download the center’s report Code of Best Practices in Fair Use for Online Video here!

It’s an important read and valuable resource with guidelines to help you understand when you can/can’t incorporate copyrighted media into your productions.

Image Courtesy Markertek.com

How YouTube Is Vanishing Scripted Videos

Unless you’re, say, the leader of the free world who — with one unscripted comment — can cause a sell off on Wall St. or disrupt a long-burgeoning relationship with a key ally, I am not a big fan of teleprompters, or the use of a script for online video presentations.

Sure, there are exceptions; for example, when a company is in crisis communication mode and needs to directly address consumers, shareholders, or regulators with a very specific message (often reviewed/approved by lawyers).

But, in most cases, scripted video will turn off viewers rather than engage them, (the primary objective of  social media marketing).

Here are 3-reasons why:

  1. Because you’re not a blood relative of Anderson Cooper or Savannah Gutherie, it will be obvious to your audience that you are reading a script.  This quickly conveys “paid-advertisement” which takes away from the credibility and trust you want to establish.  Instead, scribble out a few queue cards (set in logical progression) of the key things you want to say and speak off the cuff as you would during a public speaking engagement.
  2. Scripted video mutes your personality and passion − the very things your viewers evaluate when making buying decisions, especially when selecting service providers.  Subconsciously or not, they are judging your smarts, likeability and reliability, all of which are difficult to convey when reading a script.
  3. Unscripted video is now the dominant standard online −and website visitors expect to see it.  You can thank YouTube for this as amateur, cellphone, Skype and webcam videos are the most consumed, i.e. watched, video clips.

Remember, people won’t follow websites. They follow people, so the more human you are, the more natural and “real” you represent your company or firm, the faster your organization will develop a loyal following and listen to what you have to say!

Video Views: The Power of Media Coverage

In my work at a client, FranConnect, I came upon this video from LaQuinta, as the company set a world record for “human mattress dominos” during the hotel chains annual conference, held this year in New Orleans.

httpvh://youtu.be/Rmav4RmVNG4

For its entertainment value alone, it’s worth a look. But the video is also revealing for anyone seeking to promote their own videos.  Here’s why:

I found the La Quinta video in three places:  LaQuintas YouTube Channel, someplace called “WorldRecordsAcademy” and the video channel for the Telegraph newspaper in London.

Views as of March 12, 2012:

LaQuinta:  73,334
WorldRecordsAcademay:  27,962
Telegraph UK: 1,038,528

Ahh, the power and reach of traditional media!

Video of The Day: DollarShaveClub.com

Everyday, it seems, there’s another “viral” video that goes from zero views to multimillion in a matter of hours. Usually footage of a news catastrophe, backyard sports blooper, cute baby/pet or other content recorded by amateur photographers.

The latest video to rack up 7-figure views is a TV-style commercial that you will never see on TV:  This 1:30 spot from DollarShaveClub.com.

Like the Saturday Night Live spoofs that appear after the opening monologue, this internet-only video is a hilarious parody, but it’s also a big-time, super-smart pitch that’s triggered for buzz and online marketing.

Best Practice:  Always include content sharing and syndication tools.  Direct viewers to a landing page with an call to action that benefits the viewer.  Make it easy to take action. And use humor to garner attention.  Do so and you’re not guaranteed to be on your way to 3M viewers, but the foundation will be set for measurable success.

PS:  I signed up for DollarShave.com after viewing the video!  I’ve long found the cost of razors to be ridiculously overpriced!