Hullo! So assuming you're launching on Itch, definitely be sure to opt into the press program, which will allow pre-approved content creators to download and check out your game. If your game looks unique or interesting, this has the opportunity to create a wave of activity from very little effort your side.
In addition to that, look into platforms like Keymailer, Woovit and Indieboost, which will allow you to blast out keys en masse to an existing database of influencers.
There's a section on how to handle media and content creators in our book - The Zero Budget Game Marketing Manual, if that helps you further. There's a free version, too.