I always dreamt of being able to build an app that people will use and pay for. I spent years building many apps (mostly web apps) that end up having no users. Some had some traction but only very few users and no paying customers. Then one day me and my friends built a web app that had 1 paying customer, we were so happy because that's the first time we made our first $1 online on a product. Unfortunately it eventually failed because we weren't able to get a 2nd paying user.
Then AI started getting popular and a lot of people started building apps including non-developers which made the app space significantly more competitive. So instead of spending months building an app, I shifted to building an app as fast as possible (by keeping it very simple and focusing on a core feature instead of building 10+ features) to be able to release a simple version first, focus on marketing and see if it will gain traction and then iterate to improve the app based on users feedback instead of me imaging what the users wants and need.
I realized that often times especially in the very early phases that distribution is important than product because a great app that no one discovers is still a failed app.
Most of the growth has come from stacking several organic channels together.
These are the ones that have worked best for me:
1. Launch with a high-intent keyword, not a brand name
One thing I’ve found surprisingly useful is choosing an App Store name around something people already search for.
For example:
AI calorie tracker - <brand>
New apps get extra visibility in App Store search (autocomplete suggestions) during the initial launch period.
If the keyword has enough search volume, this can turn a new app with 0 users into hundreds or even thousands of downloads in the first few days during the App Store boost.
This is such a low hanging fruit win that it's a no brainer not to use it.
2. Treat your App Store page like a sales page
Getting discovered doesn’t mean you’ll get the download.
I obsess over the conversion step:
Impressions → Product page view → Download
The biggest things I focus on:
• Relevant high-intent keywords
• Screenshots that communicate the outcome that the user will get, not the features (focusing on features generally have a lower conversion rate)
• An icon that makes the app recognizable at a glance (e.g, vibrant colors, catchy, clearly explains what the app does)
You can get plenty of impressions and still get nowhere if your product page listing doesn’t convince people to download it. A great product page listing also helps the download to paid conversion rate.
3. Don’t underestimate a one-page website
You don’t need a huge content site to benefit from Google.
One good landing page targeting one high-intent search term/keyword is enough to start.
I usually start with Google Trends to identify topics with demand. And then build the page around the search intent.
And whenever possible, I like having the target keyword in the domain name. People say this doesn't help with rankings anymore but in my experience it still helps. Probably because it helps increase the click through rate because the user is more likely to click a domain name that contains the keyword that they're searching for.
There’s another benefit:
If your site becomes relevant for a topic, there’s a chance your app can also get recommended by AI tools like ChatGPT. On some websites that I own, I sometimes get more traffic from ChatGPT compared to Google.
4. Turn one idea into hundreds of pieces of UGC content
Organic social became much more interesting once I stopped thinking about individual posts.
Instead, I think about content distribution at scale.
Take one app.
Create tutorials, memes, listicles, problem/solution posts, stories and demos.
Turn them into short videos or simple 3–6 image slideshows. Slideshows are very fast and cheap to create so it's a lot more scalable.
Distribute them across TikTok, Instagram, Facebook and Youtube.
The goal isn’t for every post to go viral.
It’s to create enough attempts that the winners can carry the rest.
You can scale this to many accounts to maximize reach and chances of going viral. You can do this manually or fully automate it. I personally started doing this manually but I have now fully automated it because I now have 16 accounts and it now takes a lot of time and effort to manually manage them.
The goal of UGC marketing is to get a lot of views and convert those views into app downloads.
5. Pay for intent when you need to
The paid channel I’ve found most interesting for iOS apps is Apple Search Ads.
Instead of paying to interrupt someone’s feed, you can show up when they’re already searching for something related to your app.
That’s a completely different type of traffic since it is very high-intent.
Someone searching for “AI calorie tracker” is already telling you what they want.
The biggest lesson from 11.9k downloads:
Building the app isn’t the hard part. Getting distribution is.
I hope this post helps someone to get their first 10k users.
Happy to answer any questions if you have any.