Advertising Infrastructure Is Lacking, But Niche Opportunities Exist for Creator Marketing
Agencies, brands, and creators looking to diversify the list of platforms for their campaigns beyond the established giants may want to keep tabs on two up-and-coming short-form video applications: Clapper and Scoopz (iOS, Android).
Neither app can stack up versus, say, TikTok, YouTube, or Instagram in terms of reach or advertising infrastructure. TikTok has just under 2 billion global monthly active users, while Clapper has more than 10 million, and Scoopz has only been downloaded slightly more than 1 million times.
However, each app has characteristics that may position them as useful additions to a marketer’s arsenal.
Clapper
Clapper launched in July 2020, during the thick of the pandemic, and its stated mission is to provide the technology to enable anyone to become an “opinion leader.” The app’s name came from the clapperboard that signals the start of filming (“Ready … action!). It saw a surge of roughly 2 million users in January 2025, when TikTok was facing a potential ban in the U.S.
The company said its “equal opportunity” algorithms serve up diverse communities and viewpoints on topics, while factoring in location so that users see locally relevant content. Clapper elaborated in a blog post, “Equal opportunity algorithms focus on the kinds of content you’ve liked instead of what’s gaining traction. It doesn’t push content based on likes and engagement once it’s gotten to know your interests. Your video with six likes has as much chance to be pushed as a video with 6,000 likes.”
The platform allows videos of up to three minutes, which can include text, video trimming, music, and other effects, as well as the option for creators to livestream and Duet Live, or interact with followers in real-time.
Clapper also offers a Radio audio-only feature that lets creators go audio-only with up to 2,000 listeners and 20 speakers, and the option of creating groups, or communities of a creator’s most active fans.
There is currently no advertising on the app—in fact, its promotional materials highlight, “No Ads, No BS”—but creators have monetization options. The company said in a blog post that some creators on its platform are earning up to $3,000 per month via gifts from viewers or listeners of its livestreams or Radio audio streams, family tiers, paid group chats, and its shop feature.
“Because Clapper is less saturated than, say, TikTok and claims to emphasize ‘real lives, opinions, and talent’ and to have an algorithm favoring ‘ordinary/diverse communities’ rather than just mega-stars, from a brand perspective, if you’re targeting niche audiences or smaller communities, or trying to test new formats, Clapper could offer a lower-cost option with less competition,” Open Influence Chief Client Officer Maggie Reznikoff said.
She also cautioned that Clapper’s reach, scale, and advanced targeting/data may be more limited than on major platforms and added, “There have been some red flags. Clapper is ‘for adult audiences (17+),’ and early on had issues with extremist/far-right content appearing, which required it to beef up moderation. These issues seem to be resolved, with videos removed.”
Clapper Founder Edison Chen sees the app’s 17+ age requirement as a positive, telling Deadline, “TikTok is targeting more of the younger generation, especially below 25. I saw the possibility of a more mature (user base). They also want to enjoy the short video format, but a majority of the social media platforms are targeting the younger generations.”
Reznikoff’s summary:
- ✅ Good: Emerging platform, creator monetization possibilities, less saturated, potentially interesting niche audiences.
- ⚠️ Caution: Smaller scale, moderation/brand safety may not be as robust as major incumbents, uncertain targeting/analytics.
- 🎯 Use case: If a brand wants to test new creative/format, reach smaller engaged communities, or diversify platform risk. For mass branding campaigns or “premium brand safety guaranteed” context, it has not matured enough.
Scoopz
Launched in early 2024, Scoopz bills itself as a destination for “true, unscripted stories,” aiming to let anyone become a creator.
Like Clapper, advertising infrastructure is not yet part of the app, but a fund for creators and other monetization features are mentioned in its marketing materials.
VigilKids shared more detailed information on the Scoopz Creator Fund, saying that it was open to creators with at least 100,000 total views, and it provided up to $40,000 in incentives for “top-performing content” by “qualified views,” although the criteria for what constituted a qualified view was unclear.
“As an alternative platform, Scoopz might offer an early-mover advantage for brands,” Reznikoff said, “but the big caveat is that the platform seems less mature in infrastructure, creator ecosystem, and brand tools. If you try to use it for brand/promoted content, you’d need to map out what the audience is, how engaged they are, and what the creator quality is.”
She also noted that the emphasis on “unscripted” and “raw” content lends itself to a more casual, less polished tone, which works for brands seeking authenticity but may not satisfy those desiring a controlled environment and high production values.
Sharing a similar 17+ age rating to that of Clapper also brings similar issues, with Reznikoff adding, “Users have reported very loose moderation, and graphic content, violent content, and nudity have been found. From a brand perspective: If you place brand-sponsored content here, you run a higher risk of adjacency to problematic user-generated content that may not meet brand safety standards.”
Reznikoff’s summary:
- ✅ Good: Emerging platform, potential for raw creative, early audience, possible cost advantage/fewer competitors.
- ⚠️ Big caution: Brand safety is a bigger concern than with more established platforms. Moderation, content controls, and privacy appear weaker. Audience demographics and brand tools appear less mature.
- 🎯 Use case: If a brand is comfortable with higher risk, wants an experimental/street-level user-generated vibe, and is willing to do more hands-on oversight and monitoring. For mainstream or high-stakes brand campaigns, I’d be cautious or use Scoopz as a small pilot only.
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