We launched TinyPDF 3 weeks ago — here's what we learned about distribution as a designer with zero dev network

Hey Indie Hackers,

I launched TinyPDF (https://tinypdf.cn/?utm_source=indiehackers&utm_medium=social&utm_campaign=ih_growth&utm_content=ih_growth_2026-08-06) 3 weeks ago — a simple tool that lets you type an exact target size in MB and compresses your PDF to that size.

Quick recap: I'm a designer, not a full-time dev. Built this to solve my own job-hunting pain (every platform has a different portfolio size limit).

Here's what we learned about distribution, from a maker with zero pre-existing audience:

1. Your first users are people exactly like you — I posted in a designer circle first, and that drove 80% of our first-day traffic. They felt the exact same pain.
2. Honest limitations = trust — I listed what the tool can't do (no batch, no mobile, harsh quality drop if target is too small) in the launch post, and people appreciated the transparency way more than I expected.
3. UTM tracking is non-negotiable — we had no idea which platforms worked until we added proper UTM params to every link. Indie Hackers ended up being our top referrer by far.

Current numbers after 3 weeks:

• ~1,200 unique visitors
• ~400 PDFs compressed
• 0 dollars spent on ads

Still figuring out:

• How to reach non-designer users (lawyers, students, HR folks also need this)
• Whether to add paid features without annoying free users
• How to keep momentum going after the initial launch spike

Would love to hear from other makers who've been here — what worked for you?

Grateful for this community 🙏