Promoting Products and Content with Clip Videos: How It Works and What Companies Should Know

When you want more people to know about a new song, game, show or event, promotion using clip videos is drawing attention as an option.

In clip video promotion, many creators each edit a company’s official footage into short videos from their own angle and post them on their own social accounts. This article covers how it works, what it suits, and what to decide before you start.

What is clip video promotion?

Clip video promotion is a campaign in which multiple creators edit long footage provided by a company, such as music videos, streams, shows or events, into short videos and post them on TikTok, Instagram and YouTube Shorts.

Unlike making and running a single ad, many different creators make videos using different scenes and angles. Dozens of videos come from the same footage, and each reaches a different audience through that creator’s recommendations.

What does it suit?

• Music: when you want many people to watch the chorus or dance scenes again and again
• Games: when you want to spread highlights from let’s plays or gameplay footage
• Shows, streams and anime: when you want famous scenes to bring more viewers to the full content
• Events and brand launches: when you want footage from the day to reach people who could not attend

Another advantage is that if you already have long footage, you can start without any new filming.

Performance-based pay

In clip video promotion, creators are usually paid on a performance basis according to views. By setting terms such as a rate per 1,000 views and a cap per video, you pay nothing for videos that are not watched. This can also be combined with a contest format that awards prizes to the creators with the most views during the period.

To count views accurately, it is also important to lock in view counts a set number of days after posting and check for unnatural views.

What to decide before you start

Rights to the footage

Confirm that you hold the rights to the footage, including for creators to edit it and post it on social media. Permission from performers or music rights holders may also be needed.

Guidelines

Set out which scenes to use and avoid, expressions creators should not use, how to handle logos, and so on. For cosmetics, health foods and similar products, take care because some claims are not allowed under Japan’s pharmaceutical and advertising laws.

Disclosing that it is an ad

Videos made at a company’s request count as advertising. To comply with the stealth marketing rules (banned under Japan’s Act against Unjustifiable Premiums and Misleading Representations since October 2023), creators add #PR and turn on each platform’s ad label (TikTok branded content, Instagram’s paid partnership label, YouTube’s paid promotion).

Handling the footage

Footage that contains unreleased information should go only to a limited group, who agree to keep it confidential.

KIRIBUZZ can handle the whole process for you

KIRIBUZZ, run by nicoichii Inc., is a job site where companies register official footage and pay terms, and approved creators post clip videos.

• Creators are screened, and footage goes only to those who agree to confidentiality for each job
• You can set guidelines for each job and add a pre-post check in which your company reviews drafts before posting
• Every post must carry #PR and each platform’s ad label
• Views are tallied daily, and you can check reports on your company page
• Of the total campaign budget, 20% is the operating fee and the rest goes to creators. Campaigns start from 200,000 yen (excluding tax)

For details, see For Businesses. We also welcome inquiries that combine this with influencer casting or social media management via our Contact page.