Social clipping has become one of the fastest-growing social media marketing strategies because it helps long-form content reach much larger audiences. Instead of relying on platform algorithms to promote an entire podcast, livestream, webinar, or interview, brands and creators encourage people to “clip” short, engaging moments and post them across social media platforms. In addition, many creators now pay freelance “clippers” to produce and distribute this content, turning virality into a structured marketing strategy rather than a matter of luck. But what are the legal risks involved with clipping?

Because clipped videos often look like authentic fan content, even when they are part of paid marketing campaigns, they blur the line between independent expression and advertising. So, are existing advertising rules flexible enough to cover social clipping?