@chels You'd think so, however some startups think they have struck gold, when it's actually not more than iron. Just because they onboarded 20 users the first week and comes to a standstill after that ;)
In the long term you definitely need high-quality content, optimized for SEO that you share on social media (or even boost with paid ads) 🏆
Product Hunt is only good for occasional promotion to augment the tactics listed above 👆
I think for long tern, SEO will be your best friend but it takes time to get there. New Content definitely helps with that mission. Advertising and PH type sites are great to give you a boost. The awesome thing about sites like PH too when you first launch is it help with discoverability from journalists.
Social Media is definitely how we are currently targeting new users. We are about to launch our digital marketing action plan and take our social media pages to the next level (I hope) and implement On-Page/Off-Page SEO. Our product is unique because it's a content/entertainment website, we don't offer a specific service. Sometimes I feel like it can't all just be so dependent on Instagram LOL.