“What I'm doing now is finding people who have crushed it on TikTok making TikToks and hiring those people to help me come up with the content for new ads — because hey, I'm funny but I'm not the funniest person in the room. Let me find the funniest people.”

Hire TikTok Creators for Ad Content — Find the Funniest People, Not Ad Agencies

Rather than hiring a creative agency or a traditional CMO, Cliff recruits people who already have a proven track record of making viral short-form content on TikTok. The insight: the creative skill that works on TikTok — fast hooks, cultural fluency, comedic timing — is exactly the skill that works in paid social ads. Paying for a track record of organic virality is more efficient than paying an agency to guess what might work.