Channel-market fit

Channel-market fit is whether the channel's audience and intent match your product. Wrong channel = wasted spend.

Questions to ask

• Is your ICP on this channel?
• What intent do they have when using it?
• Can you afford CACs on this channel given your LTV?

Channels by product type

• Consumer visual: Meta, TikTok, Pinterest
• B2B with role targeting: LinkedIn, Google
• Local services: Google Search, Nextdoor
• Creator / audience-based: YouTube, podcasts
• Developer tools: GitHub, Hacker News, Reddit

Order of operations

Pick the single most-obvious channel, validate, scale, then add second.

Avoid

Being on every channel with weak presence. Focus beats spread.

What to do with this

• Pick one channel first based on where your buyer actually is, spreading a small budget across 4-6 channels almost always produces zero signal
• Commit the budget needed to pass the channel's learning threshold (varies by channel), half-committing wastes every dollar
• Add the second channel only after the first is stable and generating known CAC, diversifying too early means 3 mediocre channels
• Kill a channel after 90 days of spend with no CAC trend, continuing past that is sunk-cost fallacy
• Re-evaluate channel fit annually, buyer behavior shifts, what worked in 2023 doesn't guarantee 2026 will be the same