B-TIER news
Clipping economy — brands pay per-view for creator content reposts
100k ft — What is this?
Clipping economy — brands pay per-view for creator content reposts
50k ft — Why care?
CNN report on clipping: content-rewards platforms list campaigns from creators, brands and tourism boards, and clippers cut, caption and repost the footage for about $1-1.50 per thousand views. Top operators claim eight-figure revenue and pitch it as a pocket-sized billboard replacing traditional ad buys.
10k ft — Key takeaways
• Distribution is being outsourced to swarms of paid clippers
• Payouts are ~$1-1.50 CPM, so volume is the whole game
5k ft — Tools & techniques
(no tools tagged)
content clipping, pay-per-view campaigns
1k ft — Deep-dive / try it
"Clipping," the practice of cutting up a creator's content, adding captions, and reposting it across social media, is quietly becoming a massive industry. Brands are now paying armies of everyday people to flood social feeds with their content. CNN's @bijanhosseini dives into the phenomenon that's changing advertising and creating Gen Z millionaires.
Transcript excerpt
So I'm on this flight right now literally making clips and I'm on CNN. That's Musa. He is a 23 year old multi-millionaire who has made his fortune by posting videos of other people to social media. He's at the forefront of a new industry called clipping. If you had to put a number on how much money you've made from clipping. Oh man like we're talking top line revenue easily over 30 million dollars like easily. So how does all of this work? Well this is a content rewards platform and here you can see all of the live campaigns that are being run right now. These are from influencers, creators, brands, artists, musicians, even tourism boards. So a clipper can come to this website, click the campaign they want to participate in, download the source content, then they can clip that up, put on captions, and post it to social media. Now most of these campaigns will pay out a dollar or a dollar fifty for every one thousand views. That's why clipping has become a side hustle for some and a full-time job for others. Is this killing traditional marketing firms? A hundred percent. Eddie runs a company called Propaganda Media that connects clippers with brands and according to PWC last year more than a trillion dollars was spent on advertising. Eddie's banking that a third of that will shift to clipping over the next decade. But once there's been so many case studies and pieces of data to show that like this really is the best way to market anything, the bigger companies are now willing…