Lots of clever mathy tricks depending on what compression algorithm is used. One way might be if a file has several repeating bits, say there’s 20 0 bits in a row, to replace them with a shorter pattern that describes the number of 0 bits that it replaced.
It might do the same with long repeating bit patterns, substituting them with a shorter patterns with a look up table to show what to replace when decompressing.
And lots of other ways to achieve the same thing: replacing lots of bits with fewer bits in a way that can somehow be restored when you want to uncompress the file.
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