Worklog with Shawn Hickman

What I learned spending $30,000 marketing my indie app

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In this video, I share the lessons I’ve learned after investing $30,000 into marketing my app over the past three years. For an indie app developer, it’s a significant amount, and I dive into why I chose to spend it, where it went, and what came out of it.

I discuss the challenges of getting attention in today’s competitive market and why I decided to focus on sponsoring podcasts and YouTube channels in the Apple and tech world. I also explain my goals for this marketing effort—building brand awareness rather than immediate conversions—and the results I’ve seen, including increased sales, recognition from Apple, and turning this into my full-time job.

If you’re an indie developer or just curious about the business side of app development, this is for you!

📺 Watch on YouTube

Chapters

  • (00:00) - Intro
  • (01:41) - Why spend money for marketing?
  • (03:54) - Where did I market?
  • (04:30) - Why I chose those channels
  • (08:17) - My goals
  • (12:23) - The results
  • (18:06) - Some advice
  • (19:55) - Outro

    • Links
    • Sofa's Website
    • Download Sofa from the App Store
    • Worklog Podcast Website
    • Shawn's Blog
    • Notion and spreadsheet templates

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    Worklog with Shawn HickmanBy Shawn Hickman