@Lovable has @antonosikadaily clipping Anton.
Ramp got 85M views with The Office's @BBBaumgartner and used five dedicated cameras specifically so they'd have enough footage.
@Replit has @amjadmasadclips clipping @amasad and getting hundreds of thousands of views.
Theme page clipping Amjad
@WisprFlow has @tanaykothariclips clipping @tankots daily.
@emergentlabs is distributing clips through theme pages. This one has 300k followers.
This is the first wave. A handful of GTM teams figured out that clipping is a nascent, but powerful play for tech media, and they’ll get ahead while the rest of the industry is playing safe with brand marketing.
I wrote an article in October calling this. That tech companies were going to start treating clipping the way streamers and musicians have for years. That time is here. It's still nascent, but it's about to explode.
At clippingvideos.com, we've been running clipping campaigns for fintech companies (not ones mentioned above) for months. Below is everything we've learned, and where I see this space heading.
This isn't a new playbook. Tech is just last to it.
N3on, famous for random drama, spent $1.4m in 5 weeks paying 300+ clippers to flood TikTok with his stream highlights.
Drake & PartyNextDoor's last album campaign did 100M+ views through clipping alone.
Lady Gaga, Selena Gomez, the Rolling Stones, Black Sabbath, Russ. All running clipping campaigns through agencies right now.
The streamers and musicians have been spending millions a month on this for years. They figured it out before anyone.
The math
Clipping is a distribution strategy. You take one piece of long-form media i.e a podcast, a talk, a founder interview and a network of clippers turns it into thousands of short clips posted across TikTok, Instagram, and YouTube at the same time.
Every social platform tests your post on a small audience in the first hour. Engagement velocity decides if it gets pushed further or dies.
Most clips will die. That's fine. The math starts to work when you're posting 100+ clips a week instead of 10.
You can't create 100 unique posts a day from scratch. But you can extract 100 clips with 50 variations from a 3 hour shoot.
Joe Rogan is viral because there are 600 Rogan clips on your feed every week. By the 7th time you've seen him this month, he feels like part of your life. You start trusting him.
Same principle for a founder. Marketing rule of 7 applies.
The bottleneck is source content
So… how do you get clips good enough to go viral, and enough of them? Especially being a founder with other priorities to juggle.
90% of clipping campaigns don’t work well because the content you give to the clippers is… bad. It’s boring. It’s not supposed to live on social media.
Clipping is not direct sales. You can’t talk about how great your product is and expect people to care. You have a personality. Show it off, because people follow people.
We spend more time on production than anything else. We fly out, set up a ‘faux’ podcast, or factory tour. We script questions that are engineered as hooks. We sit with the founder for 6 to 8 hours and pull stories out of them they've never told publicly. We catch them at events. We capture them on stage.
BTS of a 'faux' podcast
If your founder is media trained, clipping is not going to work. The clip needs raw conviction, a strong take, and a complete story.
This is also why hiring a "clipping agency" that just expects you to send them existing footage usually flops.
Step 1: Building a content factory
A single podcast appearance gives you maybe 5 to 10 clippable moments. A campaign needs hundreds.
You need a system that produces hours of raw content every month. In-person founder shoots. Appearances on other popular podcasts. Coverage at conferences and events. Behind the scenes from team offsites.
The companies winning at clipping treat it like an entire media mission.
Step 2: Engineer the content for clipping
Most podcasts are designed to be listened to linearly. That's the opposite of what you want for a clipping campaign.
Shoots should be such that every 60 to 90 second segment can stand alone. Every question is a hook. Every answer is also a hook with a complete story and dopamine hit at the end.
The founder doesn't need to be a great speaker. They need to be unfiltered.
Famous for being unhinged, Roy Lee.
The best clip we ever posted was a founder talking about almost going bankrupt.
Step 3: Curate before you distribute
Most agencies will pass a 3 hour shoot to clippers and say "find good moments." 90% of what comes back is unusable.
Someone with an eye for what works needs to watch every minute and pull the 30 to 50 segments that will convert with your ICP.
Step 4: Curate before you distribute
Not 10 clippers. Not 50. Thousands.
Clav has 1,500. N3on has 1,000. Our own network is 14,000+. The math doesn't work otherwise.
Each clip ends up with hundreds of variations. Different hooks. Different captions. Different cuts. Different platforms. You're A/B testing at a scale a small team physically cannot.
A small clipper team gives you 20 clips a week. A proper network gives you 5,000. One of those 500 will pop.
Step 5: Moderate everything
Brand safety at scale is the part most teams are rightfully scared of.
Every clip needs to be reviewed soon after it goes live. One poorly stitched together clip that takes off can create a PR crisis.
Our internal moderation team that reviews every single clip against specific guidelines. Hook, framing, what's allowed, what isn't. Controlling the narrative is very important.
Step 6: Track everything and double down
Once clips are live, you’ll know ones take off within 48 hours. Which hooks. Which platforms. Which clippers.
All clips are then tracked by us on our custom platform to find which format and topic is performing the best.
When something gets traction, we point the whole network at it. The same content gets 10x the deployment. That's how a single clip gets 5M views 50 times in a week.
Step 7: Funnel attention back to the company
We do three things on every clip:
Bio links to the founder and company profiles on the clipping account
Company logo as a small overlay on the clip itself
Founder and company tagged in every caption
When we did this for one of our clients, US search interest for the company name jumped 50% on Google Trends in a single campaign. Views into Google searches are loved by classic marketing teams.
Step 8: Commit to sustained spend
$10k experiments produce experimental results… Nothing that would drive conviction in a larger campaign.
The exponential curve doesn't start until you're sustained over months. Same person sees your founder 3x this week, 4x next week, 5x the week after.
The short version
Lovable, Replit, Wispr Flow, Emergent, & many many more. The first wave is in motion.
Streamers and musicians have been spending millions on clipping for years. The playbook is proven. Tech is finally catching up (think of how TBPN adapted streaming. Companies are now going to adapt clipping).
The bottleneck is the source content. If your raw footage is bad, nothing downstream works.
Spend time on production. Build a content engine. Curate ruthlessly. Distribute through a large network. Moderate every clip. Track everything. Stay committed for a while.
The next decade of brand marketing in tech will be built on this. The companies that move first will own mindshare for years.
