Not long ago, a frustrated Reddit user shared how their product launch on Product Hunt flopped. Despite getting some upvotes and positive comments, they saw zero conversions. They’re not alone—and this isn’t just a Product Hunt problem.
In reality, most product launches fail not because the product is bad, but because the right people never see it. Founders often make the mistake of launching to other builders instead of marketing to real customers.
Sure, platforms like Product Hunt, Indie Hackers, or even X (formerly Twitter) can help you gain attention. But mostly from fellow makers—not buyers. These channels are great for early feedback, but they won’t drive sustainable growth.
Your actual customers aren’t refreshing Product Hunt daily. They’re out there Googling problems, scanning blog posts, watching YouTube tutorials, and asking questions on Reddit. That’s where the real discovery happens.
The Real Problem: Most Product Launches Live in an Echo Chamber
As one founder put it, their team landed over 500 beta users by focusing on inbound marketing—especially through LinkedIn and Reddit. They didn’t rely on launch platforms. Instead, they created useful content, offered value, and engaged communities where their buyers already hang out.
And that’s the key.
Instead of focusing only on where to launch, founders should be asking, “How can customers find my product—no matter where they are in their journey?”
It’s a major mindset shift. You stop chasing hype and start building sustainable visibility. The real win isn’t launch-day traffic; it’s showing up when someone is actually looking for a solution like yours.
Launching without knowing who your buyer is—or what they’re searching for—is just guessing. And guesswork is a luxury most early-stage startups can’t afford.
Product Launches Work When You Show Up at Every Stage
Here’s the truth: Product launches aren’t one-time events. They’re part of a broader discovery process. And to win, you need to meet potential buyers at every phase of that journey.
Informational stage: This is when buyers are still exploring the problem. They’re not ready to buy. They’re searching long-tail keywords on Google, browsing Reddit threads, or watching YouTube explainer videos.
Your strategy: Publish educational blog content, reply to forum questions with value, and create “how-to” videos that subtly mention your tool.
Commercial stage: Now they know what they need. They’re comparing tools. They’ll look at “best X tools” blog posts, YouTube comparisons, or platforms like AppSumo or G2.
Your strategy: Show up in product roundups, build comparison landing pages, offer early access to trusted reviewers, and collaborate with creators in your niche.
Transactional stage: They’re ready to buy. They’re visiting landing pages, reading reviews, and looking for clear calls to action.
Your strategy: Make it easy to sign up. Use testimonials, case studies, retargeting ads, and frictionless onboarding.
And remember: If someone is Googling your tool by name, you’ve already won. But that kind of navigational search only happens after you’ve shown up earlier in their journey.
The Takeaway for Founders: Don’t Just Launch. Build to Be Found.
If your entire strategy revolves around product launches, you’re playing the short game. Launch days give you a spike—but intent-based discovery keeps your product growing.
So instead of asking, “Where should I launch?”, start asking, “Where are my buyers—and how do I show up when they search?”
That’s how you stop shouting into the void and start getting discovered by the people who matter most: your customers.
