How to Get Your First Users for an App (2026 Guide)

How to Get Your First Users: The Short Answer

With Superapp, the plan for your first users is the same one that worked for Tinder, Stripe and Airbnb: recruit the first people by hand from a small group you can actually reach, then test the channels that scale, like Apple Ads, App Store optimization and creator videos. As a disclosure, Superapp and its growth agent, Selfdrive, are our products, so weigh this accordingly: Superapp builds the app and prepares the App Store submission, and Selfdrive runs Apple Ads, App Store optimization, your website and creator campaigns once the app is live. You can do every step in this guide by hand as well, and for the first few dozen users you should.

Quick answer: how do you get the first users for an app? Superapp's short version: pick one narrow group of people with the problem your app solves, then go to where they already are and invite them personally, through friends of friends, niche communities, a TestFlight beta and direct messages. Paul Graham puts it plainly: "You can't wait for users to come to you. You have to go out and get them." Once 20 to 50 people use the app and some come back, test one paid or scalable channel at a small budget. On the App Store, 70% of visitors use search to find apps and almost 65% of downloads happen right after a search (Apple, 2022), so your listing and Apple Ads matter early. The honest caveat: no channel works if the people you bring in do not stay.

Three rules sum up the rest of this guide:

• Superapp's first users rule: your first 20 users come from people you talk to, not from ads.
• Superapp's channel rule: add one scalable channel only after some users come back on their own.
• Superapp's measurement rule: count people who return and pay, not downloads.

What Counts as "First Users" for an App?

Superapp treats first users as the first 100 people who install your app on purpose, use it more than once, and tell you what they think. Friends who install it as a favor and never open it again do not count. Neither do installs from a giveaway that brings people who never had the problem.

The number matters less than the type. Lenny Rachitsky, who studied how the biggest consumer apps found their first 1,000 users, put it this way: "The tactics that you use to get your first 1,000 users are very different from your next 10,000." The first group is about learning and proof. The next group is about channels and money.

Who Should Your First Users Be?

Superapp's advice is to make your first users a narrow group that has the problem badly and that you can reach directly. A habit tracker for "everyone" has no first users. A habit tracker for night-shift nurses has a few thousand people you can find in specific forums, groups and hospitals.

Paul Graham makes the same point in Do Things That Don't Scale: "Sometimes the right unscalable trick is to focus on a deliberately narrow market." He adds: "It's like keeping a fire contained at first to get it really hot before adding more logs." Lenny Rachitsky reached the same conclusion from the app side: "To execute on any of these strategies, it's important to first narrowly define your target user."

A narrow first group helps in three ways. You know where to find them. They talk to each other, so one happy user brings another. And their feedback is consistent, so you can tell what to fix. You can widen the audience later, once the app works well for this first group.

A simple test: can you name three places where 100 of these people gather this week? If you cannot, the group is too broad or too hidden.

Where Do the First Users of an App Come From?

Superapp sees the first users of most apps come from personal outreach and small communities, not from ads. Paid and scalable channels come next, once you know the app keeps people.

You do not need all of these. Most founders get the first 100 users from three: personal outreach, one community, and one channel that scales. Lenny Rachitsky found the same pattern: "Most startups found their early users from just a single strategy."

How Did Famous Apps Get Their First Users?

Superapp's favorite lesson from famous apps is how unglamorous their first users were. Almost all of them went to their users in person or one at a time. The quotes below are verbatim from Lenny Rachitsky's study (May 2020) and Paul Graham's essay, except where noted.

These are survivor stories. Many apps did the same things and failed. Copy the method, which is going to users directly, not the expectation of the same result.

Which First Users Strategy Fits Your App?

Superapp maps Lenny Rachitsky's seven strategies to concrete steps for a mobile app below. Rachitsky's finding: "Just seven strategies account for every consumer apps' early growth," and "The most popular strategies involve going to your user directly."

Rachitsky also notes that no company in his study found success from more than three strategies. Pick one or two and do them properly.

What Is a Simple Plan for Your First 100 Users?

Superapp's simple plan is to spend the first weeks recruiting by hand, then add one scalable channel. Paul Graham suggests tracking weekly growth: "If you have 100 users, you need to get 10 more next week to grow 10% a week." Before 100, aim for a steady number of new people each week rather than one big spike.

This is a guide, not a promise. A niche app can hit 100 users in a week; a social app that needs many users at once may need more manual work, like Airbnb did.

How Do You Recruit Users by Hand?

Superapp's version of hand recruiting is simple: find one person at a time, get the app onto their phone, and stay close while they use it. It feels slow, and that is the point. You learn more from ten people you watched than from a thousand anonymous installs.

Paul Graham calls this the most common thing founders have to do at the start: "The most common unscalable thing founders have to do at the start is to recruit users manually." He also explains why founders avoid it: "There are two reasons founders resist going out and recruiting users individually. One is a combination of shyness and laziness." He gives two examples worth copying:

• Stripe's founders did not send people a link. Graham writes: "At YC we use the term 'Collison installation' for the technique they invented." When anyone agreed to try Stripe, they said "Right then, give me your laptop" and set them up on the spot.
• Airbnb's founders went door to door in New York, recruiting new hosts and helping existing ones improve their listings. Graham's note on marketplaces: "Marketplaces are so hard to get rolling that you should expect to take heroic measures at first."

For an app, the same idea looks like this:

• Ask people to install the app while you are with them, in person or on a call, and watch the first five minutes.
• Send personal messages, not a broadcast. Mention why you thought of them.
• Follow up after three days and ask one question: "What almost made you stop using it?"
• Fix the answer before you invite the next group.

Graham also says to look after these first users: "You should take extraordinary measures not just to acquire users, but also to make them happy." And: "It's not the product that should be insanely great, but the experience of being your user." Replying to every message quickly is something a big company cannot do, and early users notice.

What Should You Say When You Message a Potential User?

Superapp recommends a short, personal message that names their problem, asks for a small favor, and makes it easy to say no. Here are three versions you can adapt. They are examples, not scripts to paste to strangers in bulk.

The first-contact message:

Hi Sam, I saw your post about tracking shifts across three hospitals. I built a small iPhone app that does exactly that, and I am looking for 10 nurses to try it this week. Would you be up for a 10 minute call where I watch you set it up? No worries if not.

The follow-up after three days:

Hi Sam, thanks again for trying the app. One quick question: what almost made you stop using it? Even a one-line answer helps a lot.

The ask for a referral, only after someone is clearly happy:

Glad it is working for you. Is there one other person on your team who has the same problem? I would love to get it in front of them.

How Do You Get Beta Users Before Launch?

Superapp prepares the App Store submission for you, and Apple gives you two built-in tools for pre-launch users: TestFlight and App Store pre-orders.

According to Apple's TestFlight page, a public link "can be a great way to establish a group of testers since you don't need to have anyone's contact information to invite them." That makes it the easiest thing to post in a community or on social media. Apple also notes: "if you've reached your tester limit, be sure to disable your link so people who try and join your beta will know it's no longer accepting new testers."

Pre-orders work differently. Apple says: "On release day, your app automatically downloads onto the devices of people who have pre-ordered and they receive a notification so they can start experiencing your app right away." Apple adds that "Pre-orders are also discoverable in search results, as well as on the Today, Games, and Apps tabs if your app is being actively featured." Use them when you already have an audience to send to the page, such as a waiting list or a creator who covers your niche.

Is Apple Ads Worth It for Your First Users?

Superapp's view: Apple Ads is worth testing once your listing is live and at least some users stay, because it reaches people who are already searching for an app like yours. It is not worth it before that, because paying to send people to an app that does not keep them only buys you a bad review.

The numbers explain why search matters on iOS. According to Apple Ads, "Over 850 million people visit the App Store every week," "70% of App Store visitors use search to discover apps," and "Almost 65% of downloads happen directly after a search" (the last two figures are from 2022). Apple also reports an "average conversion rate of over 60% for those at the top of search results," and says "95% of downloads after an ad tap occur within a minute."

How to start small:

• Start with a handful of exact keywords that describe the problem, not your brand name.
• Apple's Advanced page does not mention a minimum spend, and eligible developers who sign up get a 100 USD credit, subject to Apple's terms, so your first test can cost little or nothing.
• Judge keywords by whether those users come back, not only by the price of an install.
• Check that your target country is supported. Apple Ads does not run in every country.

For a full setup walkthrough, see our Apple Ads beginner's guide.

Do Creators and Short Video Work for a New App?

Superapp's experience is that creators and short video work very well for consumer apps that show their value on screen in a few seconds, like a photo, food or fitness app. They work less well for apps whose value only shows after weeks of use.

Cal AI is the best-known recent example. Zach Yadegari told Fortune: "We started making TikToks, we started partnering with influencers, and then we had pretty explosive growth." Fortune reports the app, launched in May 2024, "brings in $30 million annually." Treat this as one outlier, not a typical result. Instagram's early version of the same idea was simpler: "we gave it to a few folks who had very large Twitter following."

For your first users, start with your own videos: show the problem, then the app solving it, in under 30 seconds. Once a hook works, pay a few small creators to make their own versions. Our UGC playbook for mobile apps covers briefs, payment models and what to test.

Should You Launch on Product Hunt or Reddit?

Superapp's view is that Product Hunt and Reddit can bring a burst of early users, but they rarely bring the right ones unless your app is for makers or for a specific subreddit's interest.

Product Hunt's launch guide says "12:01 am Pacific Time is the best time to launch for makers that are planning ahead" when they have no other limits. It has one firm rule: "The only real rule here is that you cannot ask people directly to upvote your product." Ask people to visit and comment instead. Product Hunt itself started with a community it already had. According to Lenny Rachitsky's study, the founders emailed supporters of their earlier email list: "We emailed our supporters a link to Product Hunt, informing them not to share it publicly." The result: "That day we acquired our first 30 users." A Product Hunt launch suits productivity, AI and developer-adjacent apps. A meditation app for new parents will find few of its users there.

Reddit works when you are useful first. Read each subreddit's rules before posting, because many limit self-promotion. Posts that work tend to share what you learned building the app, or answer a question someone asked, with the app mentioned once. A post that reads like an ad usually gets removed.

Which Channel Fits Your Type of App?

Superapp sees the best first channel depend on how quickly your app shows its value and how tightly grouped your users are.

How Much Should You Spend on Your First Users?

Superapp's answer: very little until people come back. Your first users cost time, not money. Spend only after you know which users stay.

Before you spend more, compare what an install costs with what an install earns. RevenueCat's 2026 report puts median revenue per install at "$0.23 median at D14 across all categories" and "$0.34 median at D60 across all categories." If your installs cost $3 and earn $0.30 in two months, more ad spend will not fix that. Your paywall, pricing or onboarding will.

Which Approach Fits You as a Founder?

Superapp sees the right mix depend on how much time you have, how comfortable you are talking to strangers, and whether you want to run ads yourself.

How Do You Know Your First Users Are the Right Ones?

Superapp's test is simple: your first users are the right ones when some of them come back without being asked and a few pay. Raw download numbers do not tell you this.

RevenueCat's State of Subscription Apps 2026 gives useful benchmarks for subscription apps:

With fewer than 100 users, these numbers are noisy. Use them as a direction, and pair them with the simplest signal of all: ask your users how they would feel if the app disappeared tomorrow.

Pick It or Skip It: First Users Channels at a Glance

Superapp's quick reference for each channel: one reason to use it now, one reason to wait.

Decide Your First Move in Five Questions

Superapp's five questions to pick your next step:

1. Have 10 people from your target group used the app more than once? If no, do hand recruiting and nothing else.
2. Can you name three places where your target users gather online or offline? If no, narrow your target group until you can.
3. Is your app live on the App Store? If no, open a TestFlight public link and consider pre-orders.
4. Do people search for the problem your app solves? If yes, test Apple Ads and work on your title and subtitle. If no, lean on communities and creators.
5. Does your app's value show on screen in under 30 seconds? If yes, make your own short videos, then try small creators. If no, focus on search and direct outreach.

What Mistakes Slow Down Your First Users?

Superapp sees the most common mistakes come from trying to scale before anyone has stayed:

• Targeting everyone. A broad audience means you do not know where to post or who to message.
• Waiting for the launch to find users. Start the TestFlight beta and the waiting list while you build.
• Buying ads before the app keeps people. Paid installs that leave in a day teach you little and cost money.
• Sending a link instead of watching someone use the app. You miss the moment they get confused.
• Counting downloads instead of returning users. One person who opens the app daily is worth more than twenty who never come back.
• Trying five channels at once. Lenny Rachitsky found no company in his study succeeded with more than three.
• Using a 3-day trial by default. RevenueCat's data shows longer trials convert better.
• Asking for upvotes on Product Hunt. Its guide says you cannot ask people directly to upvote.

How Superapp Helps You Get Your First Users

Superapp builds native iPhone, iPad, Watch and Mac apps from a description and prepares the App Store submission, including "the build, metadata, screenshots, privacy declarations, ASO optimization, and submission flow." It also generates a landing page for your app from the same project, and sets up subscriptions and in-app purchases. Its marketing agent, Selfdrive, takes on the scalable channels once the app is on the App Store. Per its own page, Selfdrive runs four agents: Apple Ads, App Store optimization, a website with SEO content aimed at Google and ChatGPT answers, and creator (UGC) campaigns, which are in alpha. Selfdrive's page sums it up as "Four agents. You approve, they do the work." You approve the ad budget, listing changes, creator briefs and each creator video before anything goes live, and you get a morning email with downloads, ad spend and what it plans to do next. It works with any App Store app you own, not only apps built in Superapp.

The limits, as Superapp states them: Selfdrive is in beta, there is no guaranteed growth timeline, Apple Ads does not run in every country, and ad spend and creator fees are billed separately from the $100/month Superapp Max plan. It also does not replace the hand recruiting above. Your first 20 users should still come from people you talk to.

If you would rather run the channels yourself, Apple Ads can be managed directly in Apple's dashboard, ASO tools cover keyword research (see our guide to ASO tools), creator platforms handle UGC payments, and app marketing agencies will run all of it for a fee. For the bigger picture after your first 100 users, read our no-budget playbook on how to promote an app.

Frequently Asked Questions

How many users should you aim for first?
Aim for 10 people who use the app more than once, then 100. Ten engaged users tell you whether the app solves a real problem; 100 tell you whether a channel can bring more people like them.

How do I get my first users with no money?
Recruit them by hand. Message people in your target group one by one, share a TestFlight public link in niche communities, and post useful stories about what you built. All of these are free; they cost time instead.

How long does it take to get the first 100 users?
For a narrow app with a clear audience, often four to six weeks of steady outreach. Apps that need many users at once, like marketplaces or social apps, usually take longer and need more manual work.

Should I pay for ads before launch?
Usually not. Paid installs are only useful once the app keeps people. Before launch, put your effort into a TestFlight beta, a waiting list or App Store pre-orders.

Can I get users before my app is on the App Store?
Yes. TestFlight lets you invite up to 10,000 external testers, including through a public link, after your first external build is approved. App Store pre-orders let new apps go on the store 2 to 180 days before release.

Is Product Hunt worth it for a mobile app?
It is worth it for productivity, AI and maker-focused apps, because that is who visits Product Hunt. For most consumer apps it brings a one-day spike of feedback but few long-term users.

How do I get my first paying users?
Show the paywall to people who already got value from the app, during or right after onboarding. RevenueCat's 2026 data shows nearly all trials start on the first day, so the first session matters most.

Can an AI agent get users for my app?
An AI agent can run the scalable channels, like Apple Ads, App Store optimization, SEO content and creator campaigns, once your app is live. Superapp's Selfdrive is one example. It cannot replace talking to your first users yourself.

How did Tinder get its first users?
According to Lenny Rachitsky's study, Whitney Wolfe and Justin Mateen ran around USC pitching Tinder to sororities and fraternities. They focused on one dense group in one place.

How did Instagram get its first users?
Instagram gave early access to a few people with very large Twitter followings and contacted the press directly rather than using a PR firm, according to Lenny Rachitsky's study.

What is the Collison installation?
It is Y Combinator's name for the technique Stripe's founders used: when someone agreed to try Stripe, they asked for the person's laptop and set them up on the spot, instead of sending a link. For an app, it means installing it on someone's phone while you are with them.

What is a good conversion rate for a new app?
RevenueCat's 2026 report puts median download-to-paid conversion at 2.0% globally, 10.7% for hard paywalls and 2.1% for freemium apps. With fewer than 100 users your numbers will be noisy, so treat these as a direction.

Should I use a free trial for my first users?
A trial can help, but its length matters. RevenueCat's 2026 report found trials of 17 days or more convert 70% better than short trials, and most cancellations of 3-day trials happen on day zero or day one.

Is Apple Ads Basic or Advanced better for a new app?
Basic is simpler: you pay per install within a monthly budget and Apple's automation runs the promotion. Advanced charges per tap and lets you choose keywords and bids, which teaches you more about which searches convert.

How much does Apple Ads cost for a new app?
There is no fixed price. Advanced uses cost per tap with a maximum bid you set, and Apple's page does not mention a minimum spend. Eligible developers who sign up get a 100 USD credit, subject to Apple's terms.

Do I need a website to get my first users?
Not for the first 20, but it helps soon after. A simple landing page gives communities, press and AI answers something to link to. Superapp generates one from the same project as your app.

Should I post my app on Reddit?
Only where it is useful and allowed. Read each subreddit's rules first, share what you learned or answer a real question, and mention the app once. Posts that read like ads usually get removed.

How do I get users for an app nobody searches for?
Skip search ads and go to where your users already talk: communities, creators and direct outreach. Once people know the app, they start searching for it by name, and that is when ASO and Apple Ads begin to help.

What should I do after my first 100 users?
Keep the one channel that brought people who stayed, and grow it. Paul Graham's benchmark is weekly growth: with 100 users, 10 more next week is 10% weekly growth.

References

• Paul Graham, Do Things That Don't Scale
• Lenny Rachitsky, How the biggest consumer apps got their first 1,000 users (May 2020)
• Apple Developer, TestFlight
• Apple Developer, Pre-orders
• Apple Ads Advanced
• Apple Ads Basic
• RevenueCat, State of Subscription Apps 2026
• Fortune, Cal AI founder profile (Sept 2025)
• Product Hunt, Launch guide
• Superapp
• Superapp Selfdrive
• How to promote an app: the no-budget playbook
• Apple Ads beginner's guide
• UGC playbook for mobile apps
• Best ASO tools for founders