Ask HN: Indie iOS App Marketing Strategy

I am about to begin marketing my new app for iOS. iOS development is a side business for me so the stakes are pretty low. However, I’ve struggled with the marketing side of the business.

My first app was reasonably successful due to having a niche market and fairly well trafficked enthusiast subreddits where I could post for marketing purposes. Is developing a social media following and posting to ProductHunt and crossing your fingers the main avenue for success today?

What are Hacker News’ thoughts on the best strategy for bringing a new app to market?