Quick plan
Pick 2 channels, run them hard for 30 days, measure which one works, drop the other for a new one. Expect 60–120 days to cross 1,000 users organically. Build a paywall from day one so you know which channel brings buyers, not just installs.
Channel 1: niche communities (the highest ROI)
The cheapest, most underused channel. Show up in the community where your target user already hangs out, contribute value for weeks, then mention your app when it’s relevant.
- Where to look: subreddits, Discord servers, Slack groups, LinkedIn groups, Facebook groups.
- How to behave: contribute 10 useful replies for every 1 mention of your product.
- What works: genuine build-in-public posts, honest responses to what-should-I-use threads, offering help before asking for attention.
- What fails: drive-by promotion, posting and ghosting, pretending you’re a regular user shilling yourself.
Channel 2: content (build-in-public)
Document your build, share what you’re learning, give away value. The channel depends on your audience:
- Twitter: build-in-public threads, real numbers, screenshots.
- LinkedIn: B2B / SaaS — long-form weekly posts about a problem you solve.
- TikTok / Reels: consumer — demo videos, time-lapses of you building.
- Blog / SEO: comparison posts, how-to tutorials targeting your niche’s search queries.
Consistency matters more than virality. 3 posts per week for 12 weeks beats 1 viral post.
Channel 3: Product Hunt
PH delivers 200–2,000 installs for a well-executed launch plus a lifetime of residual traffic from the listing page. Don’t expect it to be your main channel, but treat it as the credibility moment it is. Tactical playbook: How to Launch an AI-Built App on Product Hunt.
Channel 4: micro-influencer partnerships
Nano and micro creators (5k–100k followers) in your niche convert far better than big names. They charge less, audiences trust them more, and many will post free if the product is genuinely good.
- Identify 15–25 creators whose audience matches yours.
- Send a personalized, specific message. Give them free premium access, no ask.
- Let them form an honest opinion. If they love it, ask for a post. If not, keep it friendly.
- Track which posts drive installs with branded App Store attribution or custom links.
Channel 5: ASO (the compounding one)
App Store search is where organic installs compound over months. Start with a solid baseline — keyword field, conversion-optimized screenshots, reply to reviews — then iterate quarterly. Full playbook in ASO for Indie Founders: 2026 Guide.
Channel 6: referral loops
Build referrals into the product, not as an afterthought:
- “Invite a friend, both get X” with a visible progress indicator.
- Shareable achievements (streaks, milestones) with app-branded screenshots.
- In-app invites that deep-link to a personalized onboarding.
- Workspace invites for B2B — free seats for your first X teammates.
Channel 7: cold outreach (B2B only)
For B2B mobile apps, personalized cold LinkedIn messages are still a viable channel in 2026. 20 messages a day, personalized, value-first. Do not scrape and blast — response rates tank and you burn your domain. Consumer apps should skip this channel entirely.
How to pick which channel to double down on
Run 2 channels for 30 days. Measure three numbers per channel:
- Installs attributable to the channel (use branded URLs or App Store Connect referrer data).
- Trial activations — installs that actually signed up.
- Paid conversions — trial users who bought.
The channel with the best paid-conversion ratio — not the most installs — is the one to scale. Installs without buyers are vanity metrics.
Common mistakes
- Spraying across 7 channels at once. Pick 2.
- Posting and ghosting in communities. Consistency earns trust.
- Measuring installs instead of paid conversions.
- Launching paid ads before organic channels reveal product-market fit.
- Giving up on a channel after 2 weeks. Organic compounds at 60+ days.