Case Study: Sometimes it’s good for you when people steal from you
Case Study: Sometimes it’s good for you when people steal from you
Today I got an update about Instagram that perplexed me for a bit. I had to actually double check if it was real news. Well, it’s real.
Instagram now allows you to download any public reel.
Yes, you can download the video right to the device, not just save it and come back to it later on Instagram as it did earlier.
That means.
😔 Influencers have less protection. Anybody can download their content and spread it without giving them the credit or the audience.
😔 It promotes piracy.
😔 Some influencers may find their videos in places they didn’t expect.
This is clearly against the interest of individual influencers and creators. So why did Instagram do it?
It’s an example of how the big organizations seek to serve their own interests first, and the interests of their audience much later.
Instagram is doing this to fight TikTok
TikTok has been open for a while now. It’s easier to download a TikTok video and spread it around. That’s why you see so many compilations, viral videos and other content that features the TikTok logo all over the place.
Yep, that’s all TikTok does. It puts its logo on the video that’s downloaded and lets people download the video.
That’s a marketing move.
When people see the TikTok logo on a video they like, they visit TikTok to find similar content.
TikTok built a bigger audience at times hurting its individual creators. They care very little for individual influencers. It’s the entire cohort that matters, and above the cohort, it’s the company.
Instagram just did exactly that
All the video you download from Instagram will have the Instagram logo
They took the exact same strategy and they are hoping for the exact same results.
They are hoping to see hundreds of thousands of videos being shared in an unauthorized manner all over the Internet.
All so that Instagram can grow.
So what’s the marketing lesson?
Sometimes stealing is good for you, especially when it’s IP. The best thing about Intellectual Property is that even if someone steals it from you there is no significant and immediate material loss.
There can be a potential loss but very often it’s offset by the exposure you get.
Pirated records and software piracy made many singers and catapulted MS Windows to #1. Sometimes thieves help more than they steal.
Instagram wanted to capitalize on that effect.
What do you think about this?
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What do you think of today’s newsletter? Let me know, I am waiting to hear from you.
Cheers!
Your best friend in the business
Cyril “Jeet”
Of Teknikforce
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