I promised "all social media platforms." Launched with only Twitter. Had 0 conversions. Here's what 3 pivots taught me.

I launched PostPulse Social as a content platform for "all social media." X, TikTok, Instagram, YouTube, the works. The landing page said it all. People signed up expecting exactly that.

What they got was X/Twitter only. People joined hoping to use it for TikTok. Found out it only supported X. Trial numbers were embarrassing. Conversions were literally zero.

That was pivot #1. I dropped the "all platforms" positioning and went X only. Honest about what it actually was.

But then I hit a different problem. I had no idea who the customer was. "Content creators" is everyone. And when your target is everyone, it's no one. I couldn't write copy that resonated to speak to the pain point of my ICP. I fell into the trap of "Building In Public" hoping that will attract people and eventually convert

That was pivot #2. Instead of making users manually add creators to track (Functionality was to add creators you admire), I made PostPulse do the discovery in the background. It finds hooks, formats, CTAs from high-engaging posts in your niche and generates posts using those patterns but sounds like if you wrote them

Completely different product. Same name.

After this last pivot, the platform is powered by X for discovery, but now supports scheduling on X, Threads, BlueSky and LinkedIn. You can repurpose generated posts into LinkedIn long-form content too.

And now I have 6 paying users at $0.99/month (Yes first month offer). Not life-changing revenue. But the feedback on content quality and voice matching is genuinely what I'm looking for, hence the $0.99.

The lesson I keep relearning: building for "everyone on every platform" sounds ambitious. It's actually just building blind. The moment I narrowed down and talked to people, everything got clearer.

I stopped caring about social growth and audience building, or building in public even. Since the platform I built is for "content creators" I just picked 4 keywords, looked for these over Reddit and X, reached out to people, and that's literally all I did

I did validation the wrong way, I promised too much, shipped 5% of that promise. But lesson learned. This was my first SaaS.

I still have a long way, still hunting people, but at least I have a direction for now.

How did you figure out who your actual customer was? Any advice or niches that could benefit from PostPulse will also be highly appreciated