Are you in the Weights?

If you built something with AI, posting is getting hard to ignore. GaryVee's 'interest media' shift is real — more feeds now recommend content by interest, not only by who follows you — so a maker with zero followers can sometimes out-reach an established brand. That's the unlock and the mandate: building got faster, getting seen is the job, and many products struggle to grow without it. Here's the honest first move, written for a builder who would rather ship a feature than post.

When AI makes building a product trivial and floods the web with generic content, marketing inverts: distribution becomes the moat, and distribution increasingly means being the source AI answer engines and buying agents cite and recommend. The durable move before 2027 is to engineer your product to be machine-discoverable and corroborated from day one — even at zero domain authority. Strong in the future means cited, not ranked.

The cheapest way to get your first users for a vibe-coded app is organic short-video: post native-looking TikToks and Reels from accounts that read like your target user, and convert people in the comments — no ads, no influencers. It's slow at first and most clips flop, but it's how indie consumer apps go from zero to their first thousands of downloads.