How to get noticed on Product Hunt: Tips from Content Snare, the startup that topped the charts alongside Facebook Watch
Friday, August 18, 2017/
From building the website in ninety minutes from an Airbnb in Denver, to topping the Product Hunt charts alongside Facebook’s new “Watch” video platform, Content Snare co-founder James Rose has had a whirlwind 12 months.
Content Snare’s platform, which is designed to help web developers get timely and accurate content from clients, was launched just two months ago yet found itself sitting in the number two position on Product Hunt‘s front page last week after soaring up the international startup chart, finishing just below Facebook’s new Youtube competitor, Watch.
Product Hunt is a website where startups can post their products and offerings, which are then voted for by a community of startup enthusiasts. The top voted listings make the Product Hunt front page each day, allowing startups exposure to the entire Product Hunt audience.
Rose was inspired to create Content Snare while working in a web design agency, after seeing the “biggest pitfalls and biggest pain points” for designers was the time it took clients to produce content.
“Almost all projects were held up waiting on client content,” Rose says, adding that when this content did come back it would often “come back in 20 emails, or word docs with horrendous formatting and 20 megabyte images.”
While Rose says he was “really stoked” at the popularity Content Snare gained on Product Hunt, he wasn’t entirely surprised: he knew the product solved a problem many in the tech world faced.
“Even pre-launch people were very positive, because it’s been such a big problem: we’ve had pretty bloody good feedback from everyone who’s used it,” Rose tells StartupSmart.
Since listing on Product Hunt last Thursday, the platform has onboarded 120 new users in the space of a week, according to Rose.
Rose knew he had an offering that Product Hunters would love. The next step was gaining exposure on the site, which sees thousands of new listings from around the globe each day.
He says the key to achieving traction and exposure was having a “definite strategy” that leveraged influencers, community support, and timing to maximum effect. Here’s how Content Snare did it:
Four Strategies to get your startup noticed on Product Hunt
1. Build an audience first
Building up a core following before listing on a platform like Product Hunt is crucial to gaining traction, according to Rose.
“Startups should be looking at building up that email list: we have a Facebook group with 1,600 of our target audience…it took six to seven months to build that,” Rose says.
Having that network in place “makes it much easier when you’re trying to get that initial push – that’s what got us trending, because we had that network there,” he says.
2. Connect with influencers in the space
Connecting with influencers in the markets your startup wants to target is also key, according to Rose, who says that “there are no shortcuts” to gaining community following.
“It’s all manual…doing the work and talking to people,” he says.
Rose also takes time to contribute to the influencer community, by going on their podcasts, interacting with their communities and making connections in the space.
On the day Content Snare was listed on Product Hunt, Rose already had a game-plan prepared.
He sent word out to the networks he had spend months cultivating, posted in the Facebook groups he had been frequenting, and leveraged influencers who he had pre-arranged would share the listing with their own audiences.
“I also posted in web designer and SaaS groups: that community always supports eachother in this kind of thing,” he says.
3. Have a known Product-Hunter make the submission
Rose notes that it’s important to have “an active product hunter” who is trusted within the community to make the submission. This is why he arranged for one of his influencer connections, who was an active user of the platform, to upload the listing.
4. Timing is important
Timing is also key to gaining a top spot on the Product Hunt charts, according to Rose, who said Content Snare “lucked out by accident” in the timing of their listing.
Because of time differences between Australia and the US, Rose had arranged for his influencer – who was based in the US, to upload the listing during the afternoon (Pacific-Standard time). This allowed time for the listing to gain upvotes before midnight, the time when Product Hunt counts the votes each startup has received, and announces the top-performing listings of the day.
“It was really a matter of getting those votes locked down before Product Hunt updates and decides which are the most popular products of the day,” Rose says.
A cultural war: What Hayne's report means for fintechs, accountants and small-business lending Charlotte Petris Timelio founder
In a perfect world: Canva's Melanie Perkins dreams about the future of Australian startups Melanie Perkins Canva co-founder
Swipe right for (data) validation: What dating apps can teach us about data security Leah Callon-Butler intimate.io co-founder
How do Australian startups tap into the $140 billion of dry powder sitting in the US? Andrea Kowalski Bailador partner
No silver bullet: Four steps to find the perfect sales and marketing channel for your startup Vinne Schifferstein Vidal Botown founder
Buzinga to Appster: An insider's theory on why the app giants keep falling Joseph Russell DreamWalk Apps co-founder
Got brand goals? The four most marketable sports of 2019 Andrew Montesi Pickstar head of marketing
What founders can do now to prepare for a possible 2019 recession Les Szekely EVP co-founder