Roblox's TikTok Competitor Clip It Gets Over 1 Billion Views

Roblox is coming for short-form video apps like TikTok, Instagram Reels, and YouTube Shorts. A game developer created Clip It inside Roblox—which is a TikTok clone that operates exclusively on Roblox. It has racked up more than one billion views and has eight million monthly active users.

The Roblox 'Clip It' game was developed by Neura Studios and released in March 2024. It mimics many of the same features found in social media short-form apps, including a suite of editing tools to allow creators to post clips from the game or create their own by posing their avatar against different backgrounds.

Neura Studios recently added Roblox's programmatic ad sales system—allowing Roblox to place ads inside Clip It for revenue. Neura Studios also sells content packs that pad its editing suite with exclusive backgrounds and other tools. “We're also a really big seller of Roblox user-generated content items. If a character is wearing something people want, it's easy for them to spend Robux and acquire it in two to three taps,” Yevheny ShestopalkoClip It's lead developer told Digiday.

Clip It received a portion of Roblox's $35 million Creator Fund and an Innovation Award from the 2024 Roblox Developers Conference held in September. While the app is limited to content inside Roblox, it perfectly simulates what it feels like use TikTok or YouTube Shorts—just with Roblox content.

Neura Studios says it plans to incorporate full-screen video ads, custom branded integration, and more. Apparently, some brands have already signed on for upcoming ad products while other brands are still in negotiations for the social media embedded app.

“2025 is set to be our busiest year by far, and we've got several items on our product roadmap which will unlock new ideas that haven't been possible before,” Ben Saraille Co-Founder of Makeshift, an ad agency Neura Studios tapped to help with its business expansion told Digiday. “As a rule of thumb, if there's a feature you're used to using in advertisements on TikTok, Snap, Instagram, or YouTube Shorts—it's either there or will be soon.”