The language of
clipping.

A clip is a short, usually vertical video excerpt cut from a longer piece of content and published as a standalone post on a short-form platform.

A clip campaign is a brief-and-budget package published by a brand or creator, which approved clippers make clips for and earn from based on the views their clips receive.

Clip marketing is a distribution model in which many independent clippers turn a brand's or creator's content into short clips, post them on their own accounts, and are paid based on the views those clips generate.

A clipper is someone who turns a creator's long-form video into short vertical clips, posts them on their own social accounts, and earns based on the views those clips receive.

CPM is the cost of one thousand views or impressions. It is the standard way to price and compare the cost of reach across advertising and content channels.

CPV is the cost of a single view. It expresses the same idea as CPM at a per-view granularity, and is often used when views are the outcome being purchased directly.

Earned media is exposure a brand receives without paying for placement — coverage, shares, and content made about it by others, as distinct from owned channels and paid advertising.

EMV is an estimate of what the reach generated by earned content would have cost to buy as paid advertising.

Open Clips is a standing, creator-funded program that clippers can submit to continuously, as opposed to a time-boxed campaign with a fixed start and end.

Organic reach is the number of people who see content without any paid promotion behind it, surfaced instead by a platform's recommendation systems or by sharing.

Short-form video is vertical video, typically under a minute, distributed through algorithmic feeds that surface content to viewers who do not already follow the account.

View quality describes how meaningful a view is — how long it lasted, whether the viewer engaged, and whether they were a plausible audience — as opposed to the raw count of views.