The loudest tech launches of the last two years didn't buy their reach — they distributed it. Cluely and Higgsfield turned clippers into their primary channel, and the numbers followed.
When Cluely launched, it skipped the classic ad budget and hired more than 700 clippers instead. Their job: cut the launch film and the founder's most provocative moments into short vertical clips, and post them across TikTok and X at the same time.
The launch video alone crossed 13 million views — but the real effect was saturation. For days, opening TikTok anywhere near tech meant seeing Cluely. Two months later, the company announced a $15M round led by a16z.
Higgsfield runs the same mechanic permanently. The AI-video company pays creators for every clip they post made with its tools — turning its own user base into a standing distribution network that demos the product in public.
Every feature launch ships with an army already in place. Higgsfield now carries a $1.3B valuation, with a marketing engine that scales with its community rather than its ad budget.
A launch is an attention war with a deadline: you have a few days to make the market believe something is happening. Hundreds of native clips landing at once do what no brand account can — they make the algorithm, and everyone scrolling, conclude that the whole feed is talking about you.
It is also the cheapest reach available to an early-stage company. At the $1–2 CPMs clipping campaigns run at, flooding the feed for a week costs less than most teams' first paid-social test.
The takeaway
You don't need 700 editors on payroll — you need a network that already exists, briefed and verified. That's what a presence campaign plugs into your launch week.
Book a call and we'll map out a clipping campaign built for your content — and your goals.