'Clipping' is the build-in-public strategy blowing up founder-led brands

0:00This episode is brought to you by Facebook. So you were scrolling on Marketplace, and there it was, the bike you'd been searching for. You sent a message, and it turned out the seller was super chatty, kind of funny, and an avid cyclist. The next thing you know, you're in a cycling crew. Well, a community cycling group. The thing about Facebook, you might find more than what you're looking for. From a browse to a bike ride, this summer, find more on Facebook. Welcome back to Female Found World. I'm Jasmine. I'm the host of the show, and today we are talking about clipping. It is this content trend that you have seen dominate your feed from podcasts and creators, but it's now starting to infiltrate brands.

0:44And I want to explain to you what this shift is, what it means for you, and how you can implement this change into your own content and marketing strategy. If you're new to the Build in Public Challenge, this is a special episode that we do on this show. Often they integrated into the regular show, but every now and again, we pull out a really good prompt and make it a solo episode. This is a program that we're building in partnership with Adobe Express. So it's completely free for you to follow the program. Just like it's completely free for you to create anything you want using Adobe Express.

1:17You can sign up at adobeexpress.com to use the tool throughout the challenge. So let's talk about clipping. It's a marketing trend that has been growing inside the creator economy for about the last, I would say two, maybe three years. And in 2026, it moved from a creator tactic to something that brands are using on their social feeds as well. And some brands are really leaning into this. And honestly, I think a lot of consumers have no idea that it even exists as a marketing strategy. And I'm going to explain why, but first you need to know that this could genuinely be one of the most cost-effective awareness channels right now that's available to founders.

1:56And I don't know how long this is going to last because I do think as more brands start adopting this strategy I'm about to show you, I think it's going to become a little bit boring to consumers and the content isn't going to cut through as much, but right now it's working. When I talk about clipping, I'm just talking about taking long form content. So a podcast interview or a live stream, something like that, and breaking it into shorter snippets that are optimized for platforms like TikTok, Instagram, YouTube Shorts, even LinkedIn. You've probably seen these short videos all over your feed, like the people with the microphone, it looks like this if you're watching on video, and they are talking to another person, just like what you see in the Female Founder World podcast feed.

2:41Sometimes you'll see the clips from a podcast interview. And originally the strategy was that these short clips were used to drive people to go and watch the longer episode. So we would publish these clips and it would create some, you know, top of funnel awareness about the podcast and people would, you know, pick their interest and they'd go and watch the show on maybe Spotify or Apple podcasts or YouTube. But then something changed as someone who is in the media industry. I can tell you that for a lot of shows, these clips are now getting way more views, way more engagement than the actual full podcast episode on Spotify or YouTube or Apple podcast.

3:27Such an interesting audience shift because we used to see people watch these clips and then go and watch the full show. And they would say, oh, I listened to Female Founder World or I watch Female Founder World because they have me in their ears on Spotify or Apple podcasts or watch me on YouTube. But now we're seeing people say, oh yeah, I'm a big fan of female founder when I watch the show. But what they actually mean is they watch the clips on YouTube or they watch the clips on TikTok or on Instagram. And this is creating a broader shift that is trickling into marketing in general, because the longer episodes are not the main product anymore.

4:02The short clips are the main product. So instead of clips being used to promote a bigger episode or a larger show, the clips are now the product in it themselves. And the longer show is just being created in a lot of circumstances to create the clips that are used on TikTok and Instagram and to grow those channels. It has completely flipped. So what does this have to do with you? You're a business owner. know, you probably don't have a podcast. It's this, the next stage of this shift is that we are seeing brands starting to actually just cotton onto what the opportunity is here. And they're creating their own long form video podcast style content that gets sliced up into a bunch of clips and published on the founders, personal and public social media accounts, but they are not publishing that long form content.

4:57They're just recording it. slicing it up into lots of short clips and using those clips to promote the brand through the founder's personal accounts on TikTok, LinkedIn, and Instagram. So that long form content that never gets published anywhere, the whole point of creating the podcast style content is just to slice it up for clip. If you're recording a 15 minute to an hour long video and recording it just like you would do a podcast that could make anywhere from, it depends how good you are really at speaking, but three to 30 short form clips from that longer video. And you can use that then to publish a lot of content across TikTok, Instagram, or LinkedIn.

5:43And again, I, and again, I said this at the top of the show, I don't know how long this strategy is going to work because I do think that as more brands start figuring this out, it's going to become just, we're going to be inundated with style of talking head content and we're going to get over it. But right now it is working and you should try it. I really do recommend that you go and try this, especially if you're somebody who feels really uncomfortable doing like a yapping video, talking to the camera like this, and you want to be able to talk on camera. If you are sitting in a studio and you are being interviewed by a friend or a team member, you are not showing any of them in the clip.

6:20You're just showing your response to them because it is making you talk in a more natural way. and you're looking at them, you're not looking directly at the camera. A lot of people can just come across as more authentic and more themselves when they're in a situation like that. So I have some tips to actually pull this off. First of all, I do recommend that you do this in a studio. It's just going to make it so much easier, so much more professional. And the cost actually doesn't work out to be that much if you are preparing well. If you can rope in a friend, a family member, someone on your team to interview you.

6:55And they're not going to be on camera. Their job is simply to ask you and prompt the questions so that then you are going to be discussing the topics you want and sharing the messaging that you want. And it'll just feel more natural and like you're in conversation. If you're trying to find a studio, I recommend PeerSpace. It's a really good platform actually to find any event space, but it's good for studios too. If you're recommend them. You can find a studio from 200 to$300 for an hour. And let's think about this. If you are really well prepared and you're making the most of that hour, there is no reason why you shouldn't be able to get a good, like at least 15 clips from that hour in the studio.

7:39And you think about the cost of that and what it comes out to. That is a really good amount of content for a couple hundred dollars. My next tip is you need to prepare what you want to say. Don't just turn up and start yapping on the mic because it'll become really hard to clip. Listen to your favorite founder podcast. Obviously listen to this one. You can take the transcripts and upload them to Claude and chat GPT and ask them for ideas about questions that you should be asked so that you can create the kind of clips and responses that we would have on our own show. And if you record in a studio, you will have an engineer there who will like run all of the tech for you.

8:15They should have really high quality video and audio. And what you get back will just be really beautiful quality content that you can just take the video file, upload it to a clipping tool. You can actually just Google Adobe Express Clipmaker and it'll take you to the page where you just upload that big video file from the studio. And then they will create AI generated clips based on what is in the conversation. You can tweak those. Then you can add your branding, your captions, all of the, any image overlays that you want to kind of make those videos pop a little bit more in the feed. And then you can just download it or share it directly to Instagram or TikTok.

8:55It is, it is really that simple. If you do this, I really want to see your clips. Please drop them in the Female Founder World group chat. You can download that for free in the app store. We have a conversation and a thread running about the Build in Public Challenge. head in there, share the links, or just tag us on Instagram or TikTok at female found world. And I'll make sure that we are engaging and supporting with those posts as well. Okay. I'll see you later this week for our interview episode of the show. I'll see you then.