In the traditional world of software development, founders often spent months in 'stealth mode,' hidden away in a dark room until their product was perfect. They would launch to crickets, having spent thousands on a mobile app marketing plan that yielded zero users. Today, a new movement is turning this model on its head. By choosing to build in public, developers like Sebastian Roe are transforming their daily workflow into a powerful engine for organic growth for startups. Roe, the creator of HabitKit, turned a simple idea into a business generating $15,000 in monthly recurring revenue (MRR) with over 300,000 downloads—all by documenting his journey on social media.
The Anatomy of a Build in Public Strategy
Building in public isn't just about posting 'I'm coding today.' It is a sophisticated social media marketing for apps technique that leverages transparency to build trust, authority, and community. Sebastian Roe’s success with HabitKit didn't happen overnight; it was the result of a consistent build in public strategy where he shared his wins, failures, and even his tech stack. This transparency acts as a magnet for early adopters who feel like they are part of the journey.
A high-impact 'build in public' post typically includes three elements: a specific milestone, a technical or business insight, and a visual proof of progress. For example, Roe often shared screenshots of his Flutter codebase or UI updates. When users see the 'behind the scenes' of a product, they are no longer just customers; they become stakeholders in your success. This organic growth for startups is fueled by the 'prosumer' audience on platforms like X and Threads, where people love to support indie developers.
Leveraging Niche Communities for Initial Traction
Finding your first 100 users is often the hardest part of any mobile app marketing plan. Sebastian utilized niche communities across X, LinkedIn, and BlueSky to find beta testers. The key is to engage where your potential users already hang out. For a productivity app, that might be the #IndieHackers or #100DaysOfCode communities.
To scale this discovery process, modern founders are turning to AI-powered tools. Instead of manually scrolling through hashtags, you can use Stormy's AI search to instantly find micro-influencers and creators in your specific niche—such as 'productivity influencers in Germany'—who can help amplify your 'build in public' message. This allows you to treat your personal brand like a targeted influencer marketing for software campaign without the massive agency fees.
Transitioning Social Presence to App Store Downloads
Likes and retweets are 'vanity metrics' unless they translate into revenue. Sebastian Roe successfully bridged this gap through strategic App Store Optimization (ASO). He focused on the keyword 'habit tracker' and placed it at the very start of his app name. By combining social media marketing for apps with heavy ASO, he ensured that the buzz generated on social media supported his rankings on the App Store.
Another tactic Sebastian used was gathering user reviews early. He implemented a native review dialog right after a user checked off their first habit—a moment of success. This led to over 2,000 reviews and a top 5 ranking for his primary keywords. If you are struggling to understand why your social traffic isn't converting, you can use Stormy AI for influencer vetting and fake follower detection to ensure the creators you are engaging with have authentic audiences that actually convert.
Authentic Social Presence as an Earned Media Magnet
One of the most overlooked benefits of the build in public strategy is the way it attracts 'earned media.' Because Sebastian was so vocal about his journey, he was invited onto platforms like Starter Story to share his experience. These features provide high-quality backlinks and massive exposure that a mobile app marketing plan usually can't buy.
To proactively secure these spots, you can utilize influencer marketing for software tactics by reaching out to podcast hosts and newsletter authors. Rather than sending cold, generic emails, Stormy's AI email outreach can generate hyper-personalized pitches based on the creator's recent content and handle auto follow-ups. This automated approach allows you to spend more time building and less time in your inbox while still maintaining the 'authentic' feel that the build-in-public movement requires.
Using Social Proof and Feedback Loops to Iterate
The beauty of building in public is the immediate feedback loop. When Sebastian posted early screenshots of HabitKit, the positive reception told him he needed to 'hurry up' and launch. He used tools like Cursor, an AI-powered IDE, to speed up development and respond to user feedback in real-time. This iteration is a form of organic growth for startups: your users literally tell you what features will make them pay.
To manage these relationships, founders are increasingly using dedicated systems. Stormy's creator CRM can help you track every interaction with early beta testers and influencers, ensuring that you don't lose track of high-value feedback or collaboration opportunities as your app scales from $1K to $15K MRR. By tracking subscriptions through RevenueCat and marketing data through Appfigures, you can see exactly which social conversations lead to paying subscribers.
Scaling Beyond the Personal Brand
While the initial growth of HabitKit was driven by Sebastian's personal posts, long-term sustainability often requires a shift toward more systematic social media marketing for apps. This involves tracking which posts drive the most engagement and which influencers are mentioning your app on TikTok or YouTube. This is where Stormy's post tracking becomes invaluable, allowing you to monitor views and engagement across platforms where UGC (user-generated content) can go viral.
The Future of App Marketing is Public
The story of HabitKit proves that a solo developer with no massive marketing budget can compete with global corporations. By embracing a build in public strategy, you create a narrative that users want to follow. Success in mobile app marketing in 2024 requires a blend of authenticity, aggressive ASO, and the right AI tools to automate discovery and outreach. If you're ready to stop building in the dark and start scaling your organic growth for startups, it's time to start sharing your journey—one post at a time. Ready to find the creators who will help your app go viral? Explore how Stormy AI can streamline your discovery and outreach process today.