☕ Inside the clipping marketing machine
AI Summary
Marketing Brew's April 28, 2026 edition covers the rise of 'clipping' as a brand content strategy, where marketers create long-form livestreams designed to be sliced into short viral clips for social distribution. A Tinuiti report finds Meta Reels now account for a third of all Instagram ad impressions, with most major ad platforms seeing double-digit spend growth in Q1. The issue also features Kay Hsu, Spotify's global head of creative lab, discussing creator marketing.
Key Facts
✓Skittles and Ramp are designing long-form livestreams specifically to be clipped into dozens of short social videos, with Ramp using five cameras for a seven-hour stream to maximize shareable content.
✓Meta Reels now account for a third of all Instagram ad impressions, while all major ad platforms except Facebook saw double-digit ad spend growth in Q1 2026 per Tinuiti's $4B+ spend analysis.
✓Impact.com released The Incrementality Playbook, a guide for brands to measure the true revenue contribution of affiliate partnerships beyond last-click attribution.
Author Takes
BullishMarketing Brew
Clipping as brand content strategy
Brands that engineer content to be clippable — like Skittles and Ramp — can generate organic reach similar to how politics and sports content spreads virally online.