, 11 tweets, 3 min read Read on Twitter
This is actually the wrong framing. This isn't about the video "going viral" in the traditional sense, where a piece of content explodes on social media *because* of engagement on that platform.

TL;DR It isn't going to get a lot better than this.

Why?
Millions of people are being told online and on TV that there is a video and a document that are too dangerous for them to see, so they are looking for it in all the normal places.

Look at Google searches for the video. "Beto" added as a current event search term to give scale.
At the same time, this shooter was an active member of a rather horrible online community (which I will not amplify) that encourages this kind of behavior. He posted the FB Live link and mirrors to his manifesto right before, so thousands of people got copies in real-time.
So now we have tens of millions of consumers wanting something and tens of thousands of people willing to supply it, with the tech companies in between.

YouTube and Facebook/Instagram have perceptual hashing built during the ISIS crisis to deal with this and teams looking.
Two challenges:
1) What amount of video is ok for reporting purposes? This seems to be one of the questions from last night, where excerpts of the video were allowed and also included in legitimate media footage (most of that seems to be over).
Also, my Twitter last night was full of legitimate journalists screenshotting the manifesto and commenting. Should those accounts be censored or shut down by Twitter? Again, that has slowed but there are no agreed upon guidelines here.
2) Perceptual hashes and audio fingerprinting are both fragile, and a lot of these same kinds of people have experience beating them to upload copyrighted content. Each time this happens, the companies have to spot it and create a new fingerprint.
So this isn't about virality, this is about "How much control do the 2-3 largest tech companies have to block millions of people in free societies from trading relatively small amounts of data?"

The answer is: less than you think.
This is like the challenge of preventing the trade of ripped movies and music, with the added wrinkle of this speech not being illegal in the US and the copyright holder is the murderer. Without a DMCA notice, there is no way to force the file hosting sites to take it down.
What you are seeing on the major platforms is the water leaking around thousands of fingers poked in a dam. The immense pressure is the huge demand and supply. I expect that the big companies are getting >99% on upload, which is not enough to make it impossible to find.
Anyway, this is hard and also incredibly sad. If we could somehow combine aggressive blocking with a change of media focus to the victims, maybe that would have the least chance of triggering copycats. There are too many players in this prisoner's dilemma to allow for that.

FIN
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