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Influencers Rely On Clipping To Go Viral
Clipped // Illustration by Kate Walker
Clipping — the practice of paying an army of random accounts to create and post short-form clips from longer videos — has taken over the algorithm.
The Big Picture: The amount of clips flooding the internet is reshaping how things go viral — and whether anything can still go viral organically. But as clips become the primary way people engage with long-form content, a culture of repetitive, contextless soundbites engineered to rack up views may become the new norm across every social media feed.
Behind The Cuts: Why can’t you escape all the clips?
Influencers, podcasters, and brands are routinely paying thousands of people — typically young users around the world — a couple of hundred dollars to create and post clips highlighting the “most exciting, controversial, or shocking moments” from longer content, according to The Verge.
Many of these clippers are hired through companies like Clipping.net — where the average user reportedly earns about $3,000 per month — and Vyro, which was launched by MrBeast.
It doesn’t matter whether these users have large followings or post content that aligns with a brand — it’s about the sheer number of people pushing the same videos to create cumulative influence on the algorithm.
And the resulting videos don’t need to be “creative, transformative, or even interesting.” Most are little more than reposted clips with added borders or a clickbait caption.
Last Upload: While it’s widely understood that clipping is everywhere, few people actually want to talk about it. That was the case when The Verge reached out to RuPaul’s Drag Race producer World of Wonder, AI startup Perplexity, podcaster and former FBI deputy director Dan Bongino, and Florida congressional candidate Michael Carbonara — all of whom are known to have run recent clipping campaigns — despite clear evidence that they had employed the tactic.
Maybe no one likes admitting that virality can be manufactured.
Next Posts: With Meta limiting the discovery of original content on Facebook and Instagram, clipping culture may soon be cut off at the knees — placing greater emphasis on creators who can meaningfully build fresh content around a clip.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.