After initializing, check the Snapshot Agent and Log Reader Agent for success. (To do so, go to Replication, right-click the publication name, and select Snapshot Agent Status and Log Reader Agent Status.) I ran into problems with the Snapshot account not having high enough permissions in the databases (it needs db_owner), and then not having enough permissions on the snapshot folder (it needs Full). (This forum post, answered by Hilary Cotter, helped: https://social.msdn.microsoft.com/Forums/sqlserver/en-US/899857db-e38e-4026-a34c-2a8c2628c6fc/access-denied-to-sql-replication-snapshot-folder?forum=sqlreplication.)
Except for the final section, it’s pretty much the same as dealing with on-prem SQL Server sans Availability Groups.