How clips ate the internet
The rise of short video clips is transforming content consumption on social media platforms. Major figures and companies are utilizing this marketing strategy to promote their brands through bite-sized segments. This trend raises concerns about the future of more in-depth content as the internet increasingly favors quick, easily digestible formats.
- ▪Social media feeds are flooded with clips from various sources, including celebrities and AI companies.
- ▪The practice of clipping is a marketing tactic that is rapidly spreading across platforms.
- ▪Clipping campaigns are being funded by well-known brands and political candidates to enhance their visibility.
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PodcastsHow clips ate the internetIs all content doomed to be clipped now? The Verge’s Mia Sato explains.by Danielle Hewitt and Sean RameswaramMay 24, 2026, 11:00 AM UTCShareGiftA person scrolls through the social media app X on a phone. Jaap Arriens/NurPhoto via Getty ImagesOur social media feeds are being inundated by clips. Big names like Justin Bieber, reality shows like RuPaul’s Drag Race, and even AI companies like Perplexity — they’re all using bite-sized video segments to advertise themselves on social media. And they’re not just posting from their own accounts; they’re paying thousands of anonymous people to do it for them.This practice, a marketing tactic known as clipping, is everywhere — and still spreading.
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