"Fair Use" Arbitrage: Repurposing Content for Facebook Income and Audience

This conversation reveals a potent, yet often overlooked, strategy for content monetization: legally repurposing existing content on Facebook to generate significant income and, more importantly, acquire valuable audience data. The non-obvious implication is that platforms with an imbalance between user numbers and creator output become fertile ground for those willing to add a layer of unique insight. This isn't about content theft; it's about leveraging "fair use" by providing commentary, analysis, or a distinct perspective on viral clips. Those who understand and apply this strategy gain a competitive edge by tapping into Facebook's vast user base and its incentivization of creators, while simultaneously building a directly owned audience through email acquisition. This is crucial reading for creators, marketers, and entrepreneurs seeking to bypass the traditional influencer model and build a sustainable, data-driven business.

The "Fair Use" Arbitrage: Turning Other People's Content into Your Profit Center

The prevailing wisdom in content creation often centers on originality and building a personal brand from scratch. However, this discussion with Chris Koerner unveils a powerful, legal, and ethical alternative: monetizing content that isn't your own by strategically applying "fair use" principles on Facebook. The core opportunity lies in an imbalance: Facebook's massive user base (2.1 billion daily active users) coupled with a relative scarcity of engaging creators for short-form content, particularly Reels. This deficit compels Facebook to pay creators, opening a door for those who can add value to existing viral clips.

The immediate benefit is clear: generating income. Koerner demonstrates this with proof of earnings, showcasing how repurposed content can yield thousands of dollars per month. But the deeper, systemic advantage lies in audience acquisition.

"The real money in content creation is not in relying on other platforms that could shut you down without notice; it's in acquiring email addresses. That's the gold here, and Facebook is the best at this."

This highlights a critical second-order effect. While Facebook Reels offer a direct monetization stream, their true power, according to Koerner, is as a traffic driver to owned channels, primarily email lists. The "comment hack"--linking to a landing page in the top comment of every Reel--is presented not just as a tactic, but as the engine for building an asset that platforms cannot devalue or revoke. This strategy circumvents the fragility of relying solely on platform algorithms, which can change overnight, decimating reach and income.

The Unsexy Business of Adding Insight

Koerner’s approach is built on adding value, not simply re-uploading. He distinguishes his method from outright content theft by emphasizing the "fair use" doctrine, which allows for the use of copyrighted material without permission for purposes such as criticism, commentary, news reporting, teaching, scholarship, or research. His personal application involves providing his "spin," his "take," or offering analysis on how a business concept could be improved or grown. This is where the true competitive advantage is forged.

"I see an interesting concept, invention, or business, and I give my spin on it, my take, how I would grow that business, how I would make it better, what businesses I've started that might be similar to this, or how that business owner might be able to do a better job. This is protected under fair use doctrine, and if it weren't, then Facebook would have shut me down and banned me."

This requires a shift in mindset. Instead of chasing the next viral trend to copy, the focus is on identifying viral content and then dissecting it through a unique lens. This often means pointing out flaws in the original presentation, offering a more practical approach, or drawing parallels to personal experience. The key is that the commentary must be substantial enough to transform the original work into something new and transformative. This is precisely where conventional wisdom fails: it often stops at identifying what's viral, not at dissecting why it's viral and how that underlying principle can be re-contextualized.

The Platform Paradox: Dependence vs. Opportunity

The conversation underscores a fundamental tension in the digital economy: platforms offer reach but demand control, while direct audience ownership offers security but requires effort to build. Koerner’s strategy exploits this paradox. He leverages Facebook's algorithmic push for Reels, which are designed for discoverability and engagement, to capture attention. However, the ultimate goal is to funnel that attention off-platform.

This is why native uploading to each platform is crucial. Cross-posting, Koerner explains, significantly diminishes reach. Each platform has its own algorithm, and content optimized for one may not perform well on another. The extra effort of uploading natively is a trade-off for potentially exponential gains in visibility. This is a difficult discipline; the temptation to simply click "share" is immense, but the downstream consequence is reduced virality and, consequently, fewer opportunities to drive traffic off-platform.

Building the "Moat" with Data and Strategy

The long-term advantage comes from building an email list. Koerner’s success with Beehiiv, a newsletter platform, exemplifies this. By offering a valuable lead magnet (e.g., a business plan, a guide, or exclusive insights related to the repurposed content), he incentivizes viewers to subscribe. This creates a direct line of communication, immune to algorithmic whims.

"I'm starting to run paid ads directly to my newsletter because right now it's where I'm seeing the most potential. Social platforms don't let you own anything. The algorithm changes and your reach disappears. Email is the only channel where you actually own your audience, and Beehiiv is built for people who are ready to grow bigger than ever."

This quote encapsulates the strategic depth. The immediate income from Facebook Reels is a powerful incentive, but the true payoff--the "lasting advantage"--is the audience data. This data allows for direct marketing, product launches, and relationship building, creating a robust business moat. The effort involved in identifying content, adding commentary, editing, and strategically linking is significant, but it’s an investment that compounds over time, building an asset that is entirely owned and controlled. This is the kind of delayed gratification that separates sustainable businesses from ephemeral trends.

Key Action Items

• Master "Fair Use" Commentary: Focus on adding unique value, criticism, or commentary to viral content, rather than simply re-uploading. This is the legal and ethical foundation. (Immediate)
• Leverage Facebook Reels for Traffic: Utilize Facebook Reels as the primary vehicle for content distribution due to their strong algorithmic push and the ability to link in comments. (Immediate)
• Implement the "Comment Hack": Consistently place a link to a valuable lead magnet (e.g., landing page, newsletter signup) in the top comment of every Facebook Reel. (Immediate)
• Build an Owned Audience: Prioritize acquiring email subscribers through lead magnets, recognizing this as the most valuable long-term asset. (Immediate, ongoing)
• Native Uploading Discipline: Upload content natively to each platform (Facebook, Instagram, YouTube Shorts, etc.) to maximize reach and algorithmic favor. Resist the urge to cross-post. (Immediate)
• Invest in Editing Tools: Utilize user-friendly editing software like InShot or CapCut to create overlay videos and add visual elements that enhance your commentary. (Immediate)
• Develop a Content Niche: Focus on a specific niche where you can consistently add unique insights, ensuring your commentary is relevant and valuable to a target audience. (Ongoing investment, pays off in 3-6 months)
• Explore Monetization Beyond Ads: Once an email list is established, explore direct monetization through newsletters, courses, or other products, leveraging platforms like Beehiiv. (Pays off in 12-18 months)