How clips took over social media, and the internet | The VergeSkip to main contentThe homepageThe VergeThe Verge logo.The VergeThe Verge logo.TechReviewsScienceEntertainmentAIPolicyNotificationsNotificationsHamburger Navigation ButtonThe homepageThe VergeThe Verge logo.NotificationsNotificationsHamburger Navigation ButtonNavigation DrawerThe VergeThe Verge logo.Login / Sign UpcloseCloseSearchTechExpandAmazonAppleFacebookGoogleMicrosoftSamsungBusinessSee all techReviewsExpandSmart Home ReviewsPhone ReviewsTablet ReviewsHeadphone ReviewsSee all reviewsScienceExpandSpaceEnergyEnvironmentHealthSee all scienceEntertainmentExpandTV ShowsMoviesAudioSee all entertainmentAIExpandOpenAIAnthropicSee all AIPolicyExpandAntitrustPoliticsLawSecuritySee all policyGadgetsExpandLaptopsPhonesTVsHeadphonesSpeakersWearablesSee all gadgetsVerge ShoppingExpandBuying GuidesDealsGift GuidesSee all shoppingGamingExpandXboxPlayStationNintendoSee all gamingStreamingExpandDisneyHBONetflixYouTubeCreatorsSee all streamingTransportationExpandElectric CarsAutonomous CarsRide-sharingScootersSee all transportationFeaturesVerge VideoExpandTikTokYouTubeInstagramPodcastsExpandDecoderThe VergecastVersion HistoryNewslettersArchivesStoreVerge Product UpdatesSubscribeFacebookThreadsInstagramYoutubeRSSThe VergeThe Verge logo.How clips ate the internetNotificationsNotificationsComments DrawerNotificationsCommentsLoading commentsGetting the conversation ready...PodcastsClosePodcastsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All PodcastsGadgetsCloseGadgetsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All GadgetsTechCloseTechPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TechHow clips ate the internetOn The Vergecast: Clips all the way down, testing the Fitbit Air, and Find My Smart Glasses.On The Vergecast: Clips all the way down, testing the Fitbit Air, and Find My Smart Glasses.by David PierceCloseDavid PierceEditor-at-LargePosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by David PierceMay 26, 2026, 2:02 PM UTCLinkShareGiftDavid PierceCloseDavid PiercePosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by David Pierce is editor-at-large and Vergecast co-host with over a decade of experience covering consumer tech. Previously, at Protocol, The Wall Street Journal, and Wired.Once upon a time, you could probably guess why most things appeared on your feed. Maybe you followed the creator who posted it; maybe you’d liked their stuff in the past; maybe all your friends were into them. That’s not how it works anymore, though. The stuff you see on TikTok, Instagram, YouTube Shorts, and elsewhere has become much harder to trace — the feeds are run by algorithms with lots of conflicting incentives, and are being gamed by an army of internet users you might not even know exist.Verge subscribers, don’t forget you get exclusive access to ad-free Vergecast wherever you get your podcasts. Head here. Not a subscriber? You can sign up here.On this episode of The Vergecast, The Verge’s Mia Sato explains how “clipping” works, and how turning content into bite-sized chunks has become big business all around the internet. It is increasingly possible to simply brute-force your way into people’s consciousness simply by appearing on their feeds a lot, and attention is all that matters, brute force is good enough. Mia explains how this happened, why social media platforms seem to both hate it and be resigned to it, and what it means for our experience online.After that, The Verge’s Victoria Song joins the show to compare notes with David on the new Fitbit Air. They’ve both been wearing and testing Google’s new $99 fitness tracker and its AI coach, and agree that Google appears to be onto something here. Of course, it all brings up the same questions as usual, about how you should preserve your privacy and whether you want to pour your vitals and feelings into a chatbot. But at least in this case, you do seem to get something back.Finally, Vee sticks around to help David answer a question from the Vergecast Hotline (call 866-VERGE11 or email vergecast@theverge.com!) about smart glasses, and whether helping you find things could be a killer app for the new category. In theory, your glasses have everything they need in order to keep tabs on your stuff; but is that worth the upgrade?

Subscribe: Spotify | Apple Podcasts | Overcast | Pocket Casts | MoreIf you want to know more about everything we discuss in this episode, here are some links to get you started:Inside the cutthroat community of ‘clippers’Google’s taking a big swing at AI health with the Fitbit AirWhat’s the role of a simple fitness band in the AI health era?All these smart glasses and nothing to doFollow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.David PierceCloseDavid PierceEditor-at-LargePosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by David PierceGadgetsCloseGadgetsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All GadgetsPodcastsClosePodcastsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All PodcastsSocial MediaCloseSocial MediaPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All Social MediaTechCloseTechPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TechVergecastCloseVergecastPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All VergecastWearableCloseWearablePosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All WearableMost PopularMost PopularFerrari reveals its first EV, with design help from Jony IveSennheiser’s new Momentum 5 headphones have upgraded ANC and a replaceable batteryGoogle’s new anything-to-anything AI model is wildTHE PEOPLE DO NOT YEARN FOR AUTOMATIONVideoCox Media fined after bragging it spied on users through their phonesThe Verge DailyA free daily digest of the news that matters most.Email (required)Sign UpBy submitting your email, you agree to our Terms and Privacy Notice. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.Advertiser Content FromThis is the title for the native adMore in PodcastsThe post-search Google era beginsPlayMusk v. Altman: Much ado about nothingWe react to Google I/O 2026PlayExclusive: Jonah Peretti explains why he sold BuzzFeedPlayHow companies weaponize the terms of service against youYouTube is courting creators — and sponsors — with streaming showsThe post-search Google era beginsDavid PierceMay 22PlayMusk v. Altman: Much ado about nothingNilay PatelMay 21We react to Google I/O 2026Jacob KastrenakesMay 19PlayExclusive: Jonah Peretti explains why he sold BuzzFeedNilay PatelMay 18PlayHow companies weaponize the terms of service against youNilay PatelMay 14YouTube is courting creators — and sponsors — with streaming showsMia SatoMay 13Advertiser Content FromThis is the title for the native adTop StoriesTwo hours agoAI warfare is already hereMay 25Pope Leo calls for being ‘profoundly human’ in the age of AIMay 23Google’s new anything-to-anything AI model is wildMay 25Ferrari reveals its first EV, with design help from Jony IveMay 24Why Nuro thinks being a robotaxi ‘second mover’ gives it an advantage3 minutes agoSundar Pichai on AI, the future of search, and what’s happening to the webVideoThe VergeThe Verge logo.FacebookThreadsInstagramYoutubeRSSContactTip UsCommunity GuidelinesArchivesAboutEthics StatementHow We Rate and Review ProductsCookie SettingsTerms of UsePrivacy NoticeCookie PolicyLicensing FAQAccessibilityPlatform Status© 2026 Vox Media, LLC. All Rights ReservedNotifications DrawerThe VergeThe Verge logo.Sign in to see your notifications or create an account to join the conversation.Sign in

The evolution of social media content consumption has been fundamentally altered by the practice of "clipping," where content is fragmented into bite-sized segments, which has transformed into a significant business model across the internet. Mia Sato, featured on The Vergecast, explains the mechanics of how this process functions and how turning content into these concise chunks has become a major commercial endeavor. The discussion delves into the underlying system where attention is the primary currency, suggesting that appearing frequently on user feeds is a method of brute-forcing consciousness, driven by algorithms that operate with conflicting incentives and are often manipulated by users to maximize engagement. This dynamic raises critical questions about the structure of online experiences and the implications for the user.

The episode also integrated discussions on contemporary technology alongside this digital media analysis. Victoria Song joined the conversation to compare perspectives, focusing on the testing and evaluation of new hardware, specifically Google’s Fitbit Air fitness tracker and its integrated AI coach. Their shared experience with the device highlighted the intersection of personal data, health metrics, and artificial intelligence, prompting reflections on privacy concerns regarding the sharing of personal vitals and feelings with chatbots. Furthermore, the conversation touched upon the broader implications of emerging technologies, including the potential of smart glasses as a potential application for finding information, examining whether the utility outweighs the trade-off in privacy. The segment thus moves beyond mere content trends to explore the complex interplay between algorithmic curation, user psychology, data privacy, and the integration of artificial intelligence within consumer technology.