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How clips ate the internet

Is all content doomed to be clipped now? The Verge’s Mia Sato explains.

Our 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. The Verge’s Mia Sato recently wrote a piece breaking down how the practice works and how it might be an existential threat to more nuanced, full-length content.

Sato spoke with Today, Explained co-host Sean Rameswaram about why everything is a clip now, the companies behind it, and what comes next.

Below is an excerpt of their conversation, edited for length and clarity. There’s much more in the full podcast, so listen to Today, Explained wherever you get your podcasts, including Apple Podcasts, Pandora, and Spotify.

How would you describe what’s happening on our Instagram feeds?

It’s basically the TL;DR-ification of the entire internet. It truncates everything we make and it all goes down to “We need a way for people to discover our content.” And right now, the way to get people to discover the content is to make clips of it, no matter what it is.

Think about the politics videos. You see Trump giving a speech that Aaron Rupar is posting. Or sports highlights from the game the night before. You see this with sort of every podcast becoming a video. A major reason that happened was because they needed something to put on TikTok, to put on Reels, to put on YouTube Shorts.

What made you want to write about this now?

The reason I felt like we needed to have a conversation about it is because of Clavicular.

Clavicular is really a great example where the point of his online existence is clips rather than the full........

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