“There's really nothing to lose with it because it doesn't cost money to be on there and try things. It's brainstorming, trying things, seeing what sticks and if it doesn't stick then try something different.”

TikTok organic costs nothing — test it before committing budget to any other channel

TikTok's zero-cost floor makes it uniquely suited as a channel for experimentation before budget commitment. Maddie Kirby frames it as a discovery process: post across content types, measure what gets traction, then double down. The risk of not trying is missing a distribution channel that has driven #1 App Store rankings for apps with zero ad spend.