This season is sponsored by Lifetimely by AMP—my preferred analytics platform for DTC brands to use for understanding their true customer lifetime value and making better marketing decisions.
Welcome back to the Boring Ecom Podcast. This week, I’m sitting down with Troy Osinoff, a serial entrepreneur, agency founder, and the brains behind 8MB, the clipping agency that’s quietly disrupting e-commerce marketing.
Troy’s story is wild. He’s been building internet businesses since age nine, dropped out of college to launch Makeagif.com, ran marketing for BuzzFeed, and now owns Juice and Peechee—agencies spending hundreds of millions a year for top brands. But his latest obsession? “Clipping”, the strategy of turning long-form podcasts and branded videos into short-form viral content, posted at scale across TikTok, Instagram, and YouTube.
What makes Troy’s approach different is that his team actually owns the channels and accounts, so brands get authentic, targeted views (not fake numbers). They’ve driven massive results—like 20% lifts in Shopify sales and huge spikes in Amazon search, all while charging a fraction of Meta CPMs.
We dive deep into:
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What “clipping” is and why it’s the cheapest way to get millions of views
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How Troy built a 1,000+ person team to create and distribute content at scale
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Real results for e-commerce and app brands (including viral TikTok campaigns and measurable sales lifts)
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Why owning your distribution channels beats relying on creator platforms
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How AI is changing content creation (and why generic AI voices actually work)
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The future of organic awareness and why most brands still aren’t doing this
If you want to understand the next wave of organic marketing—and hear Troy’s take on why this is “the alpha” for e-comm—this episode is for you.
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