abhinav gupta

superb primer, @kaashvisaxena ate and left no crumbs. So here's me just adding some post-facto chocolate flakes on top of it all to try and further answer any questions for anyone interested to know more about clipping :) --> Why clip at all? 1) To understand this, it helps to look at why clipping perhaps originated in the first place. Meaningful, impactful content is almost always mid/ long-form. But we live in the age of short-form content. Consumer attention now resides in short-form content. Clipping is what makes this impactful content palatable in the short-form economy. 2) Running ads to solve this attention problem doesn’t work, because they’re ads. Clipping looks organic and viewers choose to watch these clips, so it earns attention instead of interrupting it. --> When will you see the best results? From clipping/ distribution standards, the best “visible” results are always when this is done at scale. It becomes hard to miss. I won’t name examples because as @nikhiljoisr said, it’s a cathartic experience to observe this yourself as you consume content. Ofcourse, the approach will depend on content strength, budget appetite, etc. **However**, the one thing I always discuss with brands is for them to make better judgements on the ratio of $$ spent on distribution as against on producing the content. Lopsided spends on just making the content is a suboptimal use of budget for marketing/ branding teams. Reason with yourself — if you’re spending $$ on producing the content, you’re doing it so it reaches your audience. Spend enough so it actually reaches them. The obituary of “good content distributes itself appropriately” was written yesterday. --> What should you not expect from clipping? The default expectation should NOT be for ANY sort of clipping to solve for your entire marketing funnel. It solves beautifully for different stages of the funnel depending on the approach and consistency with which it is done. One time clipping is very well suited for awareness, visibility, top of the funnel. Consistent clipping solves for all this, in addition to consideration and brand recall. All solutions exist — but spend time on identifying your problems first. --> I have an in-house editor. I don’t need a clipper then? Editing is a skill, clipping is about taste. A good clipper needs to have an eye for content. They need to have awareness of trends, need to be someone who consumes content day in and day out. They need to understand human psychology well. The nuances make all the difference. It makes sense to clip with someone who lives and breathes content. And yes -- Virality IS a system, not a moment. @waitin4agi_ and I have been building that system and we’d love to chat if we can help :)