My friend and I have been building an app over the past few years, and it's been a slow, sometimes painful grind. We quickly realized that paid ads are expensive and often ineffective when your audience is broad and not super easy to target. Also paid influencers suck. I am sure there is a right way to do it, but we aren’t full-time marketers, and every time it has been a nightmare working with one.

What’s worked better for us is steady organic growth: talking to friends and strangers about it, and just being active wherever we can. Word of mouth and small network effects have been key. It’s not fast, but it’s been surprisingly durable.

We’ve been building an event planning app called dateit(https://dateit.com) similar to Facebook events but better, and most of our growth has come from just optimizing the product to be simple and useful, and constantly refining it based on feedback. If you’re bootstrapping, you really have to lean into creating content and iterating fast. It takes time but it does compound if the product is good.

This was always the app/company I would have made given the opportunity, so wishing you luck. Nothing replaced Facebook events and the sharing of photos from said events after Facebook died.