Fan editors making video content power Gen Z’s fandom—and do it for free. These creators splice together scenes from their favorite shows and movies, syncing them to trending music and framing them in ways that can totally determine how fans view characters. With some of their viral content outperforming traditional marketing campaigns, TikTok fan editors are now unofficial brand ambassadors, and some PR experts say they can “turn supporters into brand evangelists.” Case in point, a recent Creed edit posted 10 years after the film’s release garnered 19M views, drawing in new fans out of the blue. Some editors report spending an hour crafting each video as a creative outlet, while others take days, treating intros to the clips like “hooks in writing” to capture attention. But despite their impact, most receive nothing beyond likes and occasional reposts from IP owners or streamers. Some studios are now even replicating fan edit tactics, but existing editors feel it would be better to simply collab, rather than copy. (Cosmopolitan)
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