Edits made with Capcut are uploaded to TikTok

Vamosa rema

"Edit" Marketing

BY JIYA DOSS

MARCH 4, 2026

Many young social media users are familiar with the concept of “edits” and likely see them on their feeds very often. For those unfamiliar with the new “edit culture,” these short, fast-paced videos usually clip together videos of celebrities or characters that grip young audiences daily. Lionsgate, a well-known film production company, has now adopted this technique to promote its own movies. An edit of Four, a character from the movie Divergent, was posted in November of 2025 and has garnered more than 2.6 million likes. 

This shift in marketing for Lionsgate in particular has proven to be incredibly successful. Before Lionsgate gained attention for its videos, fans were the ones creating edits, inadvertently promoting many types of media. This specific type of content looks more authentic and appealing to Gen Z. At EBHS, many students have experience with edit culture on social media. 

Junior Joseph Samaan said he “watched American Horror Story because of edits,” and “enjoyed it, although it wasn’t what [he] expected.”

Edit culture has the ability to influence wider populations to consume media, changing preconceived notions that watchers may already have. 

The publicity from these edits has the potential to drive success for movies and TV shows, even if the media itself is not as entertaining. 

Junior Isabella Eisenberger recalls that she began watching the Netflix show Cobra Kai through “TikToks that captured [her] attention through the characters.” 

As we enter deeper into the technology age, staying with the most modern trends can make or break large companies and their need to remain relevant. Edit culture might just be the next big thing for them.