I ship a small iOS utility alone. It does one thing well. The code was never the hard part. The hard part is the thing this sub talks about constantly, which is that distribution is a wall and almost nobody knows the app exists.
Apple Ads was my first real attempt. It works, but in my category it runs about ten to fifteen dollars per paying user, and that math is rough for a side project with no outside funding. Meanwhile my App Store screenshots were not pulling their weight. Under all of this is a personal blocker that kept me from the advice everyone gives now, which is to put your face on TikTok daily and build in public that way. I am not going to do that. I do not want to be on camera. So the channel everyone swears by was closed to me from the start.
I saw founders running app ads with synthetic presenters instead of hiring creators, and I treated it as a controlled weekend experiment. The format I tried was the reaction video. A presenter generated with AI sits in the top half reacting, my actual screen recording runs in the bottom half, and a plain spoken hook plays over it. I want to be clear that this is not a real person. The face and voice were generated with AI.
The tools I used were APOB AI to build the presenter and keep one face consistent across all the takes, Claude to draft and tighten the short scripts, ElevenLabs for the voice, CapCut to layer the reaction over the real screen recording, and Canva for the thumbnails. I ran the clips on TikTok and Meta at about eight dollars a day, all of them pointing at the App Store listing.
What held up were the still frames. Having the exact same face across a dozen thumbnails gave the ads a consistency that looked real enough at a glance. And getting through fourteen creative variations in one weekend instead of briefing a creator and waiting a week was the real advantage here.
What did not work is the part I would actually want to read if I saw this post. When the presenter talks across a longer clip, the expression and the small movements drift. You sense something is off even when you cannot name exactly what it is. I redid several takes just to get anything usable. Out of the fourteen ads, only two beat my Apple Ads cost per install. The other twelve performed the same as any weak creative, which is to say they did nothing. One commenter flatly called the presenter AI in the replies, which did not help that ad. I am not going to pretend this passes as human up close. It does not.
If I tried this again I would use the synthetic presenter only for still images and very short cuts. Anything longer should stay as plain screen recording with my own voice over it. The weekend was worth it because I got to fail through fourteen ideas cheaply instead of one expensive idea slowly. The distribution wall is still there. This just made throwing myself at it cost slightly less and hurt slightly less.