A Comprehensive Copyright Video Guide: Using Creative Commons in Your Production

Imagine this: You’ve been working on a video for months. The script was perfect, the filming went smoothly, and the edit is finally locked. You upload it to YouTube, ready to launch your new campaign. The views start trickling in, and you’re celebrating the launch. Then, suddenly, a few days into the campaign, you receive a notification: a copyright claim has been filed against your video. Your content is blocked, or worse, monetised by someone else. Panic sets in. What do you do?

This is a nightmare scenario for any marketing team, but it is entirely avoidable. Navigating the world of copyright video can feel like a minefield for brands creating in-house content. This copyright video guide will walk you through the essentials of Creative Commons licenses and how to keep your productions safe, legal, and professional.

Why You Can’t Just “Use It”

We all love music and imagery. You’ve likely seen the adverts on TV that utilise old eighties hits alongside more contemporary chart music. Whilst this is extremely effective in developing a rapport with your target audience, it will most likely cost as much, if not more, than the entire production budget to obtain the licence for that track. Furthermore, this license will usually only be valid for a limited time.

If you have the budget, by all means, do it! But for most internal productions, you cannot simply take someone else’s work without compensation.

Copyright is the legal framework that protects creators. In alignment with English law, when a work is created, the first legal owner is the person or organisation that created it. Unless you have explicit permission (a license), you are stealing that work.

Commercial vs. Personal Use Copyright Video

A common misconception is, “I’m just a small business,” or “It’s just for our social media.”

• Personal Use: This generally refers to a private project, like a wedding video shown to family at home.

• Commercial Use: If your video is promotional, hosted on a company website, or used to market a service, it is commercial.

Crucially, if the video is ever going to be publicly available (like on YouTube or Vimeo), you will likely need a license. You can’t just put the Gangnam Style song as your video’s music and expect to get away with it. Automated Content ID systems will flag it immediately.

Understanding Creative Commons (CC) Licenses

Creative Commons offers a standardised way for creators to grant permission to use their work. However, not all CC licenses are the same. Some are safe for your corporate video; others are not.

Here is a breakdown of the licenses and how they relate to video production:

1. CC BY (Attribution)

This license allows you to distribute, remix, adapt, and build upon the material in any medium or format, so long as you give credit to the creator. The license allows for commercial use.

• Can it be used in your video? YES. You must credit the artist (e.g., in the video description or credits).

2. CC BY-SA (Attribution-ShareAlike)

You can remix and adapt the work, even for commercial purposes, but you must credit the creator AND license your new copyright video under the exact same terms.

• Can it be used in your video? BE CAREFUL. If you use a CC BY-SA song, your entire corporate video might have to be released under a Creative Commons license, allowing others to use your footage for free.

3. CC BY-NC (Attribution-NonCommercial)

You can remix and adapt the work, but only for non-commercial purposes.

• Can it be used in your video? NO. If you are a business, or if the copyright video promotes a service, this is strictly prohibited.

4. CC BY-NC-SA (Attribution-NonCommercial-ShareAlike)

You can remix/adapt for non-commercial purposes only, and you must share your work under the same terms.

• Can it be used in your video? NO. It fails on both commercial and ShareAlike grounds.

5. CC BY-ND (Attribution-NoDerivatives)

You can copy and distribute the material, but only in its unadapted form.

• Can it be used in your video? NO. Syncing music to video or cutting a stock clip into a montage counts as creating a “derivative” work, which this license forbids.

6. CC BY-NC-ND (Attribution-NonCommercial-NoDerivatives)

The most restrictive license. No commercial use, and no changing the original work.

• Can it be used in your video? NO.

CC0 (Public Domain Dedication)

This enables creators to waive their copyright video entirely. You can copy, modify, and distribute the copyright video, even for commercial purposes, without asking permission.

• Can it be used in your video? YES. This is the safest and easiest option for stock assets.

How to Find and Filter Copyright Video

You don’t have to guess which license a file has. Most platforms allow you to filter results:

• Google Images: Go to ‘Tools’ > ‘Usage Rights’ > select ‘Creative Commons licenses’ (always double-check the source site).

• YouTube Audio Library: A fantastic resource for safe music and sound effects.

• Vimeo: Search for videos with specific CC licenses if you need stock footage.

Important: Keep Your Paperwork

When you download a creative commons asset, you will often find a downloadable license certificate or a text file. Keep this safe.

If YouTube or another platform incorrectly flags your video for copyright, this document is your “Get Out of Jail Free” card. You can upload it during the dispute process to prove you have the right to use the content.

A Note on Film Division Video Copyright

Film Division asserts its full intellectual property rights as the copyright video owner of all material captured, processed, or produced by us. However, as part of our service, we grant the Client a time-unlimited usage licence for the deliverables. This means you can use the finished video(s) as agreed forever.

Restrictions

Please note that while you can use the video, you generally cannot re-edit, resell, or redistribute the raw content without our express written permission. For example, you cannot take the footage we shot and sell it to a stock library.

Client-Provided Materials

If you provide us with assets (like logos, images, or specific music tracks) to include in your video, it is your responsibility to ensure you hold the necessary permissions. The Client indemnifies Film Division against any claims arising from breaching copyright on materials you provide.

Intellectual Property Transfer

If you require full ownership of the raw footage and rights, Film Division is happy to transfer the intellectual property rights for a flat fee. Upon payment, we waive all rights and usage to the assets, giving you complete control.