How Short Videos Took Over the Internet: Algorithms, Business, and Manipulation

Social platforms have long ceased to be spaces where content appears based on subscriptions or personal user preferences. Today, TikTok, Instagram, and YouTube Shorts generate feeds using complex algorithms that factor in everything from user behavior to the activity of other accounts. Meanwhile, these algorithms have become targets for manipulation: creators and companies have learned to "break into" recommendations simply by frequently posting short videos, even if their content lacks originality.

A key driver in this process is so-called "clipping"—the practice of creating short fragments from long videos, podcasts, or streams. These clips spread across platforms, attracting new audiences. For many creators and brands, this has become the primary promotion method: instead of producing unique content, they repurpose existing material into formats optimized for algorithms. Experts note that platforms recognize the issue but are slow to change the rules, as such content generates massive traffic and user retention.

The situation presents new challenges for content creators and businesses. On one hand, short videos enable rapid audience growth; on the other, content quality takes a backseat. Users encounter repetitive material, while platforms must balance combating spam with maintaining engagement. In the long run, this could lead to shifts in monetization and recommendation approaches—but for now, algorithms continue to reward mass reposting and clipping.