What Is Developer Relations and Why Does It Matter?

Developer Relations?, Dev Rel?, Developer Advocate? Do you know what any of these terms mean? I didn’t either until two years ago when I started to work as one.

In this article I will demistify what developer relations is all about, how dev rel can succeed and what the role of a developer advocate is.

Let’s dive in.

What Is Developer Relations?

Developer Relations is a field that focuses on building relationships with developers and the developer community. It’s about creating a bridge between the company and the developers who use its products or services.

The ultimate goal of developer relations is to help developers succeed by providing them with the tools, resources, and support they need to build great products. This can include things like documentation, tutorials, sample code, talks, being present at developer events, and more.

I like to see Developer Relations as the intersection between three different pilars in a tech organization: sofware engineering, product management, and marketing.

• Software Engineering: Dev Rel professionals need to have a deep understanding of the technology they are advocating for. They need to be able to write code, understand APIs, and be able to help developers troubleshoot technical issues. More importantly, they need to be able to communicate with the engineering teams working on the product to discuss feedback, understand the roadmap, and advocate for the needs of the developer community.

• Product Management: Dev Rel professionals need to understand the product they are advocating for. They need to know the features, the use cases, the target audience, and the value proposition. They need to be able to provide feedback to the product team based on the needs of the developer community and help shape the product roadmap.

• Marketing: Dev Rel professionals need to be able to communicate effectively with the developer community. They need to be able to create content that resonates with developers, build relationships with influencers, and represent the company at events. They need to be able to create a buzz around the product and get developers excited about using it. Note that developer advocates are not marketers, nor they are directly driving sales, but they are responsible for creating awareness and generating interest in the product.

The Nr 1 Rule of Developer Relations

Let me now be real, because even though this is a sacred rule, it’s not always easy for companies to understand and follow, and that is:

Developer advocates build relationships and trust with the developer community by being authentic, transparent, and helpful, and not by being salesy or pushy.

If you break that fundamental rule, you are risking losing the trust of the developer community, and this will affect you even when you leave your current company, because, remember, that even when you are advocating for a company or product, it’s YOU, the one that makes that connection to the community.

Don’t risk your personal reputation. Educate your company about the importance of dev rel, and why it’s important to be authentic and transparent. And if they don’t get it, get out of there.

Why Does Developer Relations Matter?

So we talk a bit about what dev rel is, but why does it matter? Why should companies invest in developer relations? Let me give you a few reasons:

• Developers Are the New Decision-Makers:

  Traditionally, tech decisions were made by CTOs, CIOs, or senior executives, often based on high-level strategic goals or financial considerations. However, today, the power has shifted. Developers are now on the front lines, actively choosing the tools, frameworks, platforms, and APIs that get used day-to-day in their organizations. They evaluate tech based on how it helps them solve real problems. DevRel bridges the gap between companies and these decision-makers by speaking their language and addressing their pain points directly. It’s not about selling to them—it’s about empowering them with knowledge, community support, and accessible resources that make their jobs easier.

• Developers Are the New Influencers:

  While marketing often focuses on flashy campaigns and outreach to high-level executives, the most authentic influence comes from the developer community itself. Developers trust their peers more than any advertising slogan or pitch deck. When they discover a tool or platform that solves a problem or improves efficiency, they’ll share it with their colleagues, talk about it in forums, or tweet about it. A positive recommendation from a respected developer can have more weight than any corporate campaign. DevRel is all about nurturing that organic advocacy. By offering great documentation, tutorials, hands-on support, and active community engagement, companies can turn developers into brand advocates who spread the word naturally. This type of word-of-mouth marketing is invaluable because it comes from genuine experiences, not sales pitches.

• Building Trust and Long-Term Relationships:

  The core of DevRel is about trust. Developers can spot inauthenticity from a mile away. If a company only shows up to push their product, developers won’t engage. DevRel teams, on the other hand, aim to educate first and sell later (if at all). When developers see that a company is genuinely committed to their success—whether through helpful content, responsive support, or active community participation—they’re more likely to trust that company and become loyal users over time. This trust leads to a longer relationship, which can result in higher retention rates and more consistent product usage.

• Better Feedback Loops and Product Development:

  One of the biggest benefits of DevRel is the direct line of feedback it offers. Developers aren’t shy about sharing their thoughts on what works and what doesn’t. Through active engagement in communities, forums, and events, DevRel teams can gather insights that traditional marketing or product teams might miss. This real-time feedback can help companies improve their products more quickly and stay agile in a fast-changing tech landscape. Plus, when developers see that their feedback is being heard and acted on, it deepens the relationship and fosters a sense of ownership and pride in the product.

• Community-Building Is Key:

  Developer relations isn’t just about one-to-one interactions; it’s about fostering a community around a product or platform. A strong developer community becomes a self-sustaining ecosystem where developers help each other, share best practices, and contribute to the product’s success. This can lead to organic growth, contributions from developers (like plugins or open-source extensions), and overall increased adoption. A thriving community also acts as a support system, reducing the burden on official support teams.

• Staying Competitive in the Developer Ecosystem:

  In today’s tech environment, developers have a vast array of tools and technologies to choose from. If a company isn’t actively engaging with the developer community through DevRel, they risk being overlooked. By investing in DevRel, companies can stay top of mind for developers and ensure they’re part of the conversation when decisions are being made about which tools to adopt.

The Role of a Developer Advocate

One of the things I love most about being a developer advocate is the incredible variety of activities that the role offers. It’s never just one thing. For instance, I get to create written content, which I personally enjoy the most. Writing blog posts, tutorials, or detailed guides allows me to dive deep into technical topics and break them down into digestible, actionable pieces for developers at all levels. But that’s just one part of the job.

Developer advocacy also opens the door to video content creation—whether it’s tutorials, product demos, or livestreams. The ability to visually walk developers through a solution or a concept not only enhances learning but makes it more engaging.

Beyond content creation, the role pushes you to get out there and interact with the community. Giving talks at conferences, hosting webinars, or running workshops are all part of the mix. These experiences give you direct feedback and a pulse on what developers are struggling with or excited about. Plus, there’s the thrill of connecting with people face-to-face, solving real-world problems in real-time, and sparking meaningful discussions.

And then, of course, there’s the community aspect. Organizing or participating in meetups, hackathons, or open-source initiatives is central to the role. Being a developer advocate means you’re often the one to grow communities, whether that’s within a specific tech stack, a geographic region, or an industry vertical. The community-building side of developer advocacy can be incredibly fulfilling because you’re not just sharing knowledge, you’re helping foster collaboration and innovation across the board.

With all these opportunities, there’s always something new to learn or do, so you’ll never get bored.

In the end, being a developer advocate is about connecting the dots between technical expertise, communication skills, and community engagement. It’s not enough to be great at one; you need to be constantly growing in all three areas. That’s what makes it such a rewarding career path—it stretches you, makes you grow, and puts you right in the center of where tech and community meet.

Will I Become a Terrible Coder if I Become a Developer Advocate?

This is the most common question I receive from developers when I tell them I’m a developer advocate, and I can see why. The fear of losing your technical skills is real, as you often won’t be dealing with the same level of challenges you’ll when you are working as a software engineer.

But like with all things, you can still be a developer and let yourself rust if you don’t keep up with the latest technologies, and the same applies to developer advocacy. You need to keep coding, building projects, and learning new things to stay relevant.

It’s true, being a developer advocate will require you to put on additional effort, because it won’t be natural to your job, but don’t let that foul you, because in order to be a great developer advocate, you need to be a great developer first.

Things may be different, for example in my role, I often create content for different programming languages, which is great because I get to try a lot of them, that’s how I got started with Go, and how now I’m learning Rust. Things that in my previous job I wouldn’t have had the chance to do, as we were only using TypeScript.

If you put in the effort to keep coding regularly—whether it’s through personal projects, working on demos, or contributing to your company’s products—you’ll find that your skills won’t just stay sharp, they’ll expand. The difference between this role and a pure development role is that your coding is often intertwined with educating others. But that doesn’t mean you’re coding any less; it just means you’re applying your skills in a more diverse and impactful way.

In the end, it’s all about balance. Just as any developer needs to dedicate time to learning and improving their skills, a developer advocate needs to do the same. The key is recognizing that the role gives you just as many opportunities to stay technical—you just have to seize them.

Conclusion

Developer Relations is much more than just a buzzword—it’s an essential role in the tech industry, helping to bridge the gap between developers and companies. Whether you’re creating content, fostering community, or providing technical support, developer relations is all about building trust and relationships with the developer community.

As a developer advocate, you’re in a unique position to not only help developers succeed but also influence product development and be the voice of the community within your organization. It’s a career that requires a mix of technical skill, communication, and a deep understanding of what developers need.

And, don’t worry—being a developer advocate won’t ruin your coding skills. As long as you put in the effort, just like you would in any role, you’ll continue to grow and improve as a developer. In fact, the exposure to different technologies and the constant challenge of explaining complex concepts can make you a better, more well-rounded engineer.

At its core, developer relations is about empowering developers, creating a supportive community, and sharing knowledge. If that sounds like a fulfilling and exciting way to build your career, then DevRel might just be the perfect path for you.

Thanks for reading!