"Even if you never watched FX's Adults, you might have caught clips of it on TikTok or YouTube. The Gen Z-centric sitcom, created by Ben Kronengold and Rebecca Shaw, which premiered in May, cracked Hulu's top 10 for just two weeks, and didn't make any Nielsen charts. Still, it turned up in plenty of social media feeds, maybe yours."
"That's thanks to Max Peterson, whose company Clip was hired to disseminate clips from the show starting on May 31, three days after its debut. Peterson, 22, was hired not by FX or Hulu (where the show streams) but by a producer on the series who sought an out-of-the-box strategy for a series targeted at a younger, more online audience. The campaign commenced with just a $3,000 budget for clippers - hired and shepherded by Peterson - who could earn $1 per 1,000 views."
Clipping—distributing bite-size scenes across TikTok, Instagram Reels and YouTube Shorts—has become central to reaching Gen Z audiences. Max Peterson's company Clip ran a campaign for the Gen Z sitcom Adults, expanding an initial $3,000 budget into $15,000 across five rounds. Clippers produced 2,500 videos that together earned 40 million views, with many clippers paid about $1 per 1,000 views. Studios, producers and independent creators increasingly use clipping to flood social feeds and drive discovery. Research from Quickplay finds 71 percent of Gen Z discover TV and movie recommendations through short videos.
Read at Theankler
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