First Distribution Wedge

Distribution starts before launch

You are not choosing a marketing channel in the abstract. You are choosing the place where this exact audience already notices useful things. The right first wedge depends on the research you did before building.

• If the audience searches for solutions, start with App Store SEO.
• If the value is visual or surprising, start with TikTok or reels-style demos.
• If the audience trusts insiders, start with niche communities or creator partners.

Make one demo do one job

A tiny app does not need a cinematic launch campaign. It needs a repeatable demo that makes the target user instantly understand why the app exists. Show the before, show the hero interaction, show the after.

• Lead with the niche situation, not the app name.
• Keep the screen recording focused on one feature.
• Use the audience's own language in the caption, title, or post body.

Measure signal, not applause

Likes are useful only when they correlate with the target audience. For the first wedge, track saves, comments that describe the problem, TestFlight joins, App Store page views, trials, and direct messages from people who clearly belong to the niche.

Pick the first wedge

1. Where did the strongest validation evidence come from?
2. What is the most visual 15-second proof of the app's value?
3. Which channel can you post to three times this week without paid ads?
4. What signal would make you double down on this channel?
5. What signal would make you switch channels after one week?

Keep the course path open.

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