Hey Hackers!
Developers don't engage with most marketing — not because they're difficult, but because they've learned to be selective. They've seen products described as "game-changing" that fall apart the moment you try them. They've landed on pages that sound confident but never show how anything actually performs. And the information they genuinely need is usually missing or buried behind a form.
So over time, they get very good at filtering. If something doesn't immediately help them understand how a tool fits into what they're building, it gets ignored. Timing makes this even harder — developers usually come across marketing while they're in the middle of solving something. If it interrupts that process or asks for effort before giving value, it doesn't stand a chance.
That's why so many campaigns look promising on paper but don't translate into real usage.
If developers ignore most marketing, what does work?
Three things consistently stand out.
The first is hands-on interaction. Developers trust what they can test, not what they're told. A live demo or sandbox beats a feature list every time.
The second is peer-driven content. Developers pay close attention to what other builders create and share — there's a reason GitHub and dev.to have the audiences they do. A tutorial written by someone who actually used your tool carries more weight than anything you publish about yourself.
The third is contextual discovery. They engage when your product shows up where they're already learning — inside a Stack Overflow answer, a README, a well-placed docs reference. Not as an ad, but as a useful thing that happened to appear at the right moment.
What all three have in common is that they help developers solve real problems. You're not promoting a product — you're proving it can get them somewhere faster.
This is why tutorials outperform ads, real use cases outperform claims, and ecosystems outperform campaigns. Start asking "how do developers experience my product?" instead of "how do I promote it?"
There’s one format developers consistently show up for: Hackathons .
It doesn’t feel like marketing; it feels like something they can take part in. Instead of being told what your product does, they get to build with it, test it, and see how it holds up in real use. That’s often the point where interest turns into actual adoption, creating a completely different level of engagement.
Where most companies struggle is what happens next. Short, weekend hackathons create a spike of activity and then everything fades. What actually works is sustained engagement.
That’s why
Over that time,
– a dedicated hackathon page
– exposure to 4M+ monthly readers
– newsletter distribution to 500K+ subscribers
– social amplification to 1M+ followers
– developer stories that continue to rank and get discovered
– and...
Your product becomes something developers use, not something they’re just told about.
See you next week,
Sidra