Over 1,000 'Clippers' Employed by Internet Stars to Shape Social Media Content

Internet celebrities, including the prominent YouTuber MrBeast, are reportedly utilizing extensive networks of "clippers" to disseminate short-form video content across social media platforms, often without clear disclosure. This practice, described as undisclosed public relations campaigns disguised as user-generated content, significantly influences what appears in user feeds. The revelation highlights a growing trend of content manipulation and the blurring lines between organic and paid promotion online.

Jingna Zhang, a notable figure, recently shared insights on this phenomenon, stating, "Incredible piece on 'clippings'. A sort of undisclosed PR campaigns disguised as user generated content on social media." She further elaborated, "Much of what we see on our feeds is shaped by what tends to go viral, that includes rage bait, misinformation, drama, comedy." This practice suggests a strategic effort to leverage viral trends for promotional purposes.

According to a Bloomberg report, Jimmy Donaldson, widely known as MrBeast, employs over a thousand "clippers." These individuals are tasked with creating and distributing short versions of his longer stunt and challenge videos, directing audiences back to his primary YouTube channel, which boasts 448 million subscribers. This extensive operation underscores the scale at which popular creators are working to maintain and expand their digital footprint.

The Bloomberg article details that for a recent campaign, MrBeast's team compensated independent editors from a startup named Clipping, paying $50 for every 100,000 views generated by snippets of his YouTube shows on various social media applications. This payment model incentivizes widespread distribution and viral potential, effectively turning short clips into powerful, yet often uncredited, promotional tools. The widespread use of such tactics raises questions about content authenticity and the transparency of online engagement.