Web video creators have accused Facebook of not providing appropriate protection of videos being posted without proper permission. In response, Facebook is trying to deal with the issue by making it easier for the creator to keep content safe, especially in the event of a video going viral.

Currently, two social media giants are battling it out to become the top dog in the web video niche. Google, which owns YouTube, introduced a product with video matching technology. Using this technology, Google has the ability to identify duplicate videos of those originally posted by the rightful creator.

In a recent blog, Facebook stated that it too is now working with several video creators on a project that offers better protection. Reportedly, Facebook is working with Fullscreen, a multichannel network that has previously criticized the social media site for its lack of protection specific to posted videos.

In the blog, Facebook stressed that the new technology will be tailored specific to the sites platform while allowing web video creators the opportunity to identify matched videos throughout Facebook pages, in groups and profiles, and for different geographies. This single tool will have the power to evaluate literally millions of uploaded videos quickly but also accurately.

Once a match has been identified, the publisher can report it to Facebook to have the video removed from the site. Until recently, Facebook depended heavily on Audible Magic, a technology partner that identified any unauthorized video content using audio fingerprinting. However, considering the recent and growing number of complaints from creators, that solution is no longer working.

Facebook stresses that the new technology will be far more effective. Because the technology is not fully automated, a web-based dashboard will have to be accessed by the creator who in turn will identify any videos of interest to monitor. If the tool identifies a matched video while conducting an evaluation, it is up to the creator to report it to Facebook.

The one potential downfall to the new Facebook system is that web video creators are responsible for finding violations. In comparison, Content ID, which is a Google tool that first launched in 2007, videos posted without proper permission are identified and flagged automatically.

However, Facebook said that in addition to battling non-approved video postings, its policies against people who repeatedly post such videos are being improved. While nothing is concrete at this time, it might come down to repeat violators being prevented from posting videos and photos. Overall, Facebook will become a solid platform for media companies once the new technology launches.