The classic taxonomy splits media into three kinds. Owned is what you control — your site, your list, your accounts. Paid is what you rent — ads, sponsorships, placements. Earned is what others give you — coverage, word of mouth, and content made about you.
Earned media is the hardest to manufacture and the most durable once it exists. It does not vanish when a budget is switched off, and it carries the credibility of coming from someone other than the brand.
Clip marketing is a way of deliberately cultivating earned reach at scale: independent clippers make and post the content, and it lives on their accounts, not the brand's.