Indie iOS and macOS developers don’t rely on a single channel. Instead, they stack a small number of promotion channels that actually work for tiny teams.
The goal isn’t to shout louder. It’s to let the right people discover a solution they already need. When your app solves a real pain, promotion feels lighter and more natural.
Below is a realistic map of promotion channels, ordered from the most practical to the most overrated for indie developers.
App Store Optimization is unsexy, but it’s still the most important promotion channel for indie developers. No amount of social media posting can compensate for a weak App Store presence.
Most effective indie devs focus on fundamentals: choosing the right keywords for the app name and subtitle, using clear screenshots that show the problem first and the solution second, and writing honest, simple descriptions that explain exactly who the app is for. Good onboarding also matters more than many people expect, because it directly affects reviews and ratings.
For many indie apps, the majority of installs come from App Store search alone. Users are already looking for a solution — your job is to make sure your app appears and makes sense within a few seconds.
This channel is slow, but it compounds. Small improvements made early can continue paying off for years.
Twitter (now X) is still one of the main places where indie iOS and macOS developers spend time. It’s less about going viral and more about being visible over time.
Indie developers typically use it to share small, honest updates such as progress screenshots, short feature demos, lessons learned while building, or simple “I shipped X” announcements. These posts don’t need to be polished. In fact, rough and authentic updates often perform better.
What makes Twitter useful is the network effect. Other developers often like, repost, or comment, which helps your work reach more people organically. Some users also prefer following developers directly instead of brands, especially when they’re interested in niche tools. Occasionally, journalists and bloggers monitor these spaces and notice projects early.
The key point is that you don’t need to go viral. Consistent posting over time matters far more than reach on any single post. Showing up regularly builds familiarity, and familiarity is often what leads to downloads.
Reddit is high risk, high reward. Do it wrong and your post gets ignored or downvoted. Do it right and you can get thousands of highly targeted users in a single day.
Some subreddits consistently work better for indie apps, such as r/iOSApps, r/macapps, r/Productivity, and r/SideProject. Niche-specific communities — for example podcasting, writing, or creator-focused subreddits — often perform even better because the audience already has a clear problem.
The rules are simple but strict. Don’t spam. Don’t pretend you “just found this cool app.” Frame your post honestly as “I built this to solve X,” and always be transparent that you’re the developer.
When it works, it really works. One well-written Reddit post can outperform weeks of social media posting.
These communities are small, but the quality is extremely high.
Places like Indie Hackers, Hacker News (especially Show HN), creator-focused Discord servers, and macOS/iOS developer Slack or Discord groups tend to attract people who actually build, pay for tools, and give thoughtful feedback.
These users are valuable because they don’t just download. They pay, report bugs, suggest improvements, and often share your app with others in similar circles. Even a handful of engaged users from these communities can shape your product in the right direction.
Many indie developers regret not starting a website earlier.
Your site isn’t just a landing page. It’s a place for long-term assets: blog posts that bring in organic search traffic, an email list you control, changelogs, updates, and documentation you can link to everywhere else.
YouTube works especially well for utility apps, creator tools, and workflow-focused software.
You don’t need influencer-style hype. Simple formats perform best: short demos (2–5 minutes), walkthroughs of how you personally use the app, or videos that solve a specific problem using your tool.
This channel is slow at the beginning, but videos compound. A single useful video can keep sending users to your app for years. Think of YouTube as a long-term asset, not a launch tactic.
Most indie developers do direct outreach more than they admit.
This can mean emailing bloggers in your niche, messaging small YouTubers, reaching out to newsletter authors, or offering free licenses in exchange for an honest review. It’s not glamorous, and it doesn’t scale well, but it works.
The math is simple. Ten emails might lead to one reply. That one reply can easily be worth the effort.
It’s just as important to know what to ignore.
For most indie developers, Facebook ads are expensive, Google ads are difficult to target properly, generic press releases go nowhere, and “launch everywhere at once” burns energy without results. These tactics are designed for companies with large budgets and teams.
Indies don’t fail because they don’t promote enough. They fail because they promote in the wrong places.