How to market an app with no budget
October 1, 2026 · 8 min read
Most indie apps do not fail at building; they fail at being found. Without a budget you are trading time for attention, so spend it where the attention compounds: store search first, then the places your users already gather.
In short
- Store search is the biggest free channel: pick a phrase you can rank for before launch.
- Join your users' communities weeks before you mention the app.
- A launch day is a burst; use it for backlinks and feedback, not as the plan.
- Content and free tools bring visitors for years.
On this page8 sections
01The free channels at a glance
| Channel | Effort | How long it lasts | Best for |
|---|---|---|---|
| Store search | Medium, mostly once | Years | Almost every app |
| Communities | High, ongoing | As long as you take part | Niche and hobby apps |
| Launch sites | Medium, one day | Days | Tools for makers and early adopters |
| Content and free tools | High, up front | Years | Apps with searchable questions around them |
| Building in public | Low, ongoing | While you post | Apps for other makers |
| Sharing built into the app | Development time | As long as people use it | Apps whose output gets shared |
02Store search is the base
For most apps, the largest free channel is the store's own search. It works while you sleep, and every install and rating makes it stronger. Pick a search phrase you can rank for before you launch — it is far easier than changing direction afterwards.
Free toolApp Store Keyword SuggestionsWhat both stores suggest when people type your word.Open03Go where your users already are
Find the forums, subreddits, Discord servers and groups where your users talk about the job your app does. Take part for weeks before you mention the app. When you do, show something useful — a short video of the problem being solved — rather than a link and a request.
04Launch sites
A launch is one day. Use it for the backlinks and early feedback, not as the plan.
- Product Hunt: a burst of visitors and backlinks on launch day.
- Hacker News “Show HN”: works for tools developers and technical users care about.
- Indie directories and newsletters that list new apps for free.
05Content that answers searches
A website with pages answering the questions your users search — “how to track a habit”, “best way to log expenses” — brings visitors for years. A free mini-tool related to your app often brings more links and visitors than any article.
06Build in public
Sharing numbers, decisions and mistakes on social media attracts other builders first, then customers. It works best when your users are themselves online makers; for most consumer apps it is a supporting channel.
07Make sharing part of the app
Exports, shared lists, invites, a watermark on free exports: features that put the app in front of someone new each time they are used. They cost development time, not money.
08In what order
- 1
Before you build: pick the phrase
Name, subtitle and keywords built around one phrase you can rank for.
- 2
Weeks before launch: join the communities
Help first; mention the app later.
- 3
Launch week: the launch sites
Product Hunt, Show HN and free directories, on different days.
- 4
After launch: content and a free tool
Pages that answer what your users search.
- 5
Always: reply, fix, update
Ratings and regular updates feed store ranking.
Questions people ask
- What is the best free way to get app downloads?
- For most apps, ranking in store search for a specific phrase. It brings users every day without further effort. Communities and launches add bursts on top.
- Is Product Hunt worth it for a mobile app?
- As a one-day boost, yes: it brings backlinks, some installs and feedback. It rarely brings lasting growth on its own.
- How long does it take to get 1,000 users?
- It varies widely. Apps that rank for a searched phrase can get there in weeks; apps that depend only on social posts can take months.
The best marketing decision is made before building: choosing a niche whose search phrase you can rank for. SideRadar scores every niche's rankability from its leaders' strength. How we score