You are right that it's pretty tough to advertise on itch io but that helps you on the start. If you don't have other social media accounts for example YouTube or twitter, and you have to create them it can be really hard because I think it's easier to advertise your game on itch than starting YouTubing or creating content to twitter from scratch.
I have made my own community topic called "promote your game here!", it's under the general topic but it has over 800 views so that has worked for me.
If you start advertising on itch io at the start and people look up your game, it doesn't matter do you get under 100 views but if your views and downloads are rising itch will put your game in the new and popular category.