The key facts

  • X launched its own clipping tool for cutting long videos into short clips
  • Each clip carries a “Clip from” label with a link to the original video
  • Both creators and “clippers” can earn from clip views via Original Content Rewards, but only if they meet the criteria

What X launched

X announced the launch of its own clipping tool — a practice in which long videos are cut into short, TikTok-style clips and published for maximum reach and ad revenue. According to TechCrunch, the feature looks like a simple video trimmer: the user cuts out a favorite moment, adds their own comment, and publishes the clip without leaving the platform. “Take your favorite moment from any video, add your take, and post it without ever leaving X”, the company said in its announcement.

How attribution and monetization work

Every clip is labeled “Clip from” with a link to the original video, allowing viewers to find the original creator and their other content. According to the platform, earnings from clip views through the Original Content Rewards program are available both to the creators of the original video and to those who made the clip. The program is only available to creators who meet the eligibility criteria, and payouts depend on audience engagement levels.

Context: the clipping industry and X's creator push

Clipping has long become an industry of its own: influencers often pay specialized firms to cut up their content, large companies increasingly turn to such services for marketing campaigns, and the technique is also used in political campaigns. For X, the launch of the tool is a continuation of a years-long strategy to attract creators: in 2022 the platform (then still Twitter) introduced long videos, then long-form articles for premium subscribers came along, in March — “exclusive threads” behind a paywall, and in July — a livestreaming studio with a $1 million fund for streamers.