Developer advocate is one of the fastest-growing roles in tech — and one of the most misunderstood.... Tagged with devrel, opensource, career, developer.

Developer relations, abbreviated as DevRel, is an umbrella term for practices employed by an organization that builds developer-facing software to connect with the developers that use that software. Developer relations is a form of platform evangelism and the activities involved are sometimes referred to as a developer program or a DevRel program. DevRel programs often include the following: [...] • Developer marketing: Outreach and engagement activities to create awareness and encourage developers to use a product. • Developer education: Product documentation and resources such as videos to aid learning a product. • Developer experience: Often referred to as "zeroth customer" and "friction logging", devrel programs include using the product directly, finding problems, and improving the developer experience. [...] • Developer success: Activities to nurture and retain developers as they build and scale with a product. • Community: Events, forums, and social groups around the product. [...] following decades many companies formed DevRel programs. In the 2010s companies like New Relic, Twilio, EngineYard, and SendGrid branded DevRel programs as a " Developer-First approach". [...] DevRel theoretically intersects engineering, marketing, product management, and community management. [...] • Developer Advocates (aka Developer Evangelists): Focus [...] evangelizing) [...] , building webinars, hosting [...] issues with the product [...] software developers' [...] advocacy of tools [...] , and platforms. [...] solving real-world problems by [...] solutions to help developers improve their workflows and increase development efficiency. [...] also facilitate developer advocacy [...] empowering and evangelizing developers [...] champion a target product [...] Organizations which practice DevRel may be Developer-first or Developer-plus (aka Dev +) depending on their primary business model. Developer-First companies (e.g., Stripe, Camunda, PerceptiLabs, Unity, and Twilio) have a business-to-developer model (B2D) focused on selling products specifically designed to be used by developers. Developer-Plus companies (e.g., Slack, Spotify, Apple, Qualcomm, and Santander) tend to be business-to-business(B2B) or business-to-consumer(B2C). While the primary focus of Developer-Plus companies is to create and sell products for businesses or consumers, they also make products or services available to developers which benefit or enhance their strategy including: opening new market channels, creating new use cases, contributing to innovation strategies, or optimizing/enhancing existing products. [...] In 2021, a survey showed that 63.6% of organizations with DevRel programs were Developer-Plus, [...] 36.4% were Developer-First. [...] Regardless of Developer- [...] or Developer-First, companies are recognizing the growing power developers have in influencing purchasing decisions. This includes new companies focused on making tools for developers, and existing companies whose primary focus was elsewhere, which are now recognizing the developer opportunity. Thus, business leaders are now involved in starting new DevRel programs at their companies or increasing the impact of their existing programs. [...] Twilio, is an example of a Developer-First company, and more specifically an API-first company, that helped to shape the API economy (business models and practices designed around APIs), popularize DevRel programs, and became known for platform evangelism. Notably, their three-word billboard in Silicon Valley that simply said: "Ask Your Developer", followed by the Twilio logo, is credited with having started conversations between executives and developers in strategic decision making. [...] companies practicing DevRel globally were [...] North America (Canada and the US – 61.5%) and Europe (Eastern Europe, Western Europe, and the UK – 2 [...] %). Other countries/regions include Australia/New Zealand, China, India, and the

The future of DevRel is shifting fast. Learn what’s changing, what no longer works, and how tech startups can build a DevRel strategy that drives adoption, engagement, and revenue.

Learn more about Developer Relations Program Management roles, responsibilities, requirements, and levels., Learn more about Developer Relations Program Management roles, responsibilities, requirements, and levels.

The Developer Relations Programs team is part of Developer Relations at GitLab, The Developer Relations Programs team is part of Developer Relations at GitLab

Android XR Developer Catalyst Program [...] The Android XR Developer Catalyst Program is designed to empower developers like you. Whether you're an established studio or an independent developer, the program provides the resources, hardware, and funding needed to build and scale innovative experiences across wired XR glasses, like XREAL's Project Aura, and intelligent eyewear (audio and display glasses). Apply now arrow_forward [...] Applications close June 30, 2026 [...] Program overview [...] The Catalyst Program supports developers building augmented and immersive experiences across core verticals that help users interact with the world in new ways. Media & Entertainmentanimatedimages Gamingstadiacontroller Productivity & Learningmenubook Discovery & Navigationexplore Messaging & Socialforum Health & Wellnessecgheart Commerce & Paymentscredit_card [...] Get early access to hardware development kits for wired XR glasses (XREAL's Project Aura), audio glasses, or display glasses. Technical Resources [...] Gain access to specialized technical resources and support channels to help you build and prepare your app for Google Play. Grant Opportunities [...] Submit a request and you may be eligible to receive a non-recoupable grant to accelerate your development. XREAL's Project Aura Intelligent eyewear Eligibility & Timeline [...] We welcome applications from developers looking to publish apps in the Android XR ecosystem in the next 6-12 months. May 19, 2026 [...] Applications Open [...] June 30, 2026 [...] Application Close [...] Please submit your application by June 30th by 11:59 PM PDT. July 15, 2026 [...] Applicants will receive notification decisions no later than July 15, 2026. See What's Possible [...] You retain full ownership of your Intellectual Property. The program is designed to support your development and help you scale your own unique solutions within the Android XR ecosystem. [...] Once the application window closes, all submissions undergo a multi-stage review process. You will be notified of your selection status via email no later than July 15, 2026. Selected participants will then move into the onboarding phase, which includes signing program agreements and receiving development kits. [...] Applications are reviewed by a cross-functional team at Google. Projects are evaluated based on several factors, including, but not limited to, vertical alignment, developer readiness, and a clear articulation of funding requirements. [...] Non-recoupable grants are awarded at different levels based on stated need and availability. Once selected, applicants will be notified of the final award amount and can choose to accept or decline. Funding is awarded based on key development milestones, including, but not limited to, signed agreements, technical design, and publishing in Google Play. [...] To get started with technical guides, API documentation, and design best practices, visit the Android XR developer site. [...] At this time, development kits can only be shipped to developers located in the United States, Japan, the United Kingdom, and the European Union. Please ensure your shipping address falls within one of these supported regions before submitting your application. Ready to

DevRel teams can do all four pillars and still go nowhere. This post explains authentic advocacy and why it is the foundation they rest on.

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