WTF is clipping? The low-lift creator strategy grabbing advertisers’ attention

Over the past two years, clipping has quietly become a staple in some advertisers’ media mix.

The term “clipping” refers to the practice of sharing short clips from longer content such as podcasts, livestreams or YouTube videos on social media platforms, to boost the original content’s audience or promote a brand. Originally, the technique was championed by larger content creators, who paid other creators to share their clips.

In 2025, brands and advertisers are recognizing its potential — and are starting to pour more marketing dollars into clipping, according to three creators interviewed for this article.

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