Instagram has quietly started using technology that automatically detects when copyrighted music was uploaded onto its social media platform.
The technology essentially is the same digital algorithm that YouTube has used historically to flag when users upload videos with copyrighted music in the background. It is also the tech that powers song-detection apps like SoundHound.
Instantly after upload, Instagram holds back a video with copyrighted music and sends the user a notice identifying the copyrighted work its system has identified.
IG account holders can immediately appeal the decision to hold back the video to get it back on. They just certify that they have permission and all rights to use the music, then add their digital signature and hit “appeal.” The video is then posted. It seems to be a CYA (cover your a**) move by Instagram.
However, the auto pulling will have a chilling effect as most people who upload videos using popular music do not have prior permission to use the music in their videos, and they know it. Therefore, what will likely happen is that most people will not appeal but will simply select the option to delete the video instead.
People often put together video collages to celebrate a birthday or a special event and set it to modern music in the background and upload it onto Instagram via apps like Flipgram. This move could certainly choke hold video collage apps because the addition of popular background music is what makes the collages special and fun.
With Instagram taking the preemptive move of holding back the videos and shifting the burden on the user to prove he/she had permission to use the music, we may see a decline of usage of those competing video apps altogether.
Facebook, which owns Instagram, has recently launched its own video flipbook service and if it starts doing the same to take down videos that users upload via competitors’ apps, people will be forced to use FB’s version that is native on its platform.
We see future anti-competitive implications here.
We will continue to monitor developments.