“one advice maybe if you've got 5 or 10K to test probably would be to avoid algorithmic platform so search on this I mean the nature of the inventory is very different but influencer is also one where you might want to try because you can find influencer of the size that you are.”

Early stage, limited budget? Start with search ads and influencers, not Meta

Apple Search Ads and micro-influencers are the two channels that can work at small budgets because they don't rely on algorithmic optimization for conversions. Search ads win on intent; influencers win on trust and can be scoped to any budget. Petit recommends these as the entry point before a founder has the cash or data volume to make algorithmic platforms viable.