Two days after he published his tattoo video on YouTube, Sandlin got a message from one of his subscribers who had seen it on Facebook. It turned out his video was a viral smash there, too. In fact, it was spreading even faster on Facebook than it was on YouTube, with more than 18 million views in the first two days alone.
The problem was that Sandlin had never posted it to Facebook, and the version of it that appeared in millions of users’ News Feeds overnight wasn’t his. Rather, a British lads’ magazine called Zoo had apparently downloaded (or “ripped”) his video from YouTube, edited it to strip out references to Sandlin and his SmarterEveryDay channel, and posted the edited version on its own page, using Facebook’s native video player. It was an instant sensation, garnering millions of views and a raft of new followers for Zoo’s page. Sandlin, who puts some of the revenue from his YouTube videos toward his kids’ college fund, got nothing. (Zoo’s parent company, Bauer Media, declined to comment for this story.)