"One problem with being a YouTube creator or anybody else who wants to make long-form videos is, look, the rest of us don't have time for all of that. Too much life is happening. Maybe just too much other nonsense is out there on the internet to watch every 20- or 30- or 40-minute video. So one solution is to put shorter video excerpts up on social media. They're much more likely to go viral and bring people to your work."
"Yeah, and I see this everywhere, and I often don't give much thought to it, but your story kind of explains that this is actually an enormous industry. One particular company that you focus on is run by a 23-year-old named Anthony Fujiwara, and he has worked with some of the biggest people out there - MrBeast, IShowSpeed. How does this business work, and how big is it?"
Clipping extracts short segments from longer videos, adds text or descriptive edits, and distributes them across platforms like Instagram Reels and TikTok. The practice targets audiences with limited time and leverages short-form algorithms to increase viral potential and drive viewers back to full-length content. A professional ecosystem has formed around clippers who edit, caption, and distribute these excerpts for creators and major channels. Companies range from small agencies to larger firms run by young entrepreneurs who service top influencers. The model monetizes attention by converting long-form content into high-engagement clips that amplify discoverability and audience growth.
Read at www.npr.org
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