Influencer Marketing and the Effective Use of Dev Evangelists

Influencer marketing has made a significant impact in both consumer and business-to-business landscapes. In fact, 75% of B2B buyers rely on social media to inform their purchasing decisions. This trend is particularly evident in the developer tools space, where social media following can even influence hiring decisions.

The rise of developer influencers, often called developer evangelists, signals a shift in how tech companies connect with their target audience. These aren't just individuals with massive followings; they are respected experts, thought leaders, developer advocates, and community builders who significantly influence developers' opinions and decisions.

What's the Difference Between "Traditional" Influencers and Developer Evangelists?

While traditional influencers prioritize reach and broad appeal, often in a B2C context, developer evangelists focus on depth of knowledge and authority within their niche, typically in a B2B or B2D (business-to-developer) setting. They've earned their audience's trust through expertise and experience, making their recommendations far more impactful than generic endorsements.

Developer evangelists are developers first and foremost, capable of creating in-depth guides and content that resonates with their audience. However, sometimes B2C marketing tactics can also work in developer marketing, such as "unboxing" experiences for software products.

What Does a Developer Evangelist Do?

Developer evangelists typically focus on three main areas:

1. Coding: Contributing to codebases, open source projects, or creating technical demos.
2. Content: Producing blog posts, tutorials, videos, and other educational materials.
3. Community: Building and nurturing a thriving community through forums, social media, or events.

They also play a crucial role in gathering feedback from the community and relaying it to engineering teams.

How to Find and Nurture Developer Influencers

Finding the right developer evangelist can involve tapping into existing "super fan" communities or conducting extensive research on platforms like YouTube. Companies new to influencer marketing should start by looking within their own networks. As products evolve, the process often happens in stages, requiring persistence and experimentation.

Inbound vs Outbound Influencer Outreach

While inbound interest from influencers is ideal, it's often not realistic for smaller companies or newer products. A combined approach of inbound and outbound efforts is often most effective. Personalization and research are crucial when reaching out to influencers.

Best Platforms for Finding Developer Evangelists

Key platforms for finding developer influencers include:

1. YouTube: Excellent for assessing potential influencers' style and audience engagement.
2. LinkedIn: Useful for discovering influencers within specific companies or industries.
3. Twitter: Valuable for engaging with influencers and following relevant discussions.
4. Reddit: A goldmine for insights into developer discussions and challenges.
5. Twitch: A niche platform for reaching developers who enjoy live streaming.

Mistakes to Avoid in Developer Influencer Marketing

Common pitfalls include:

1. Unrealistic expectations and timelines
2. Lack of clear contracts and agreements
3. Poor communication and project management
4. Neglecting authenticity and trust

Challenges of Measuring Developer Influencer Impact

Measuring the impact of developer influencer campaigns can be challenging. While UTMs and other tracking methods exist, developers often prefer to discover products organically. Asking customers how they found out about the product can be a useful approach. A quarter-over-quarter measurement strategy, identifying which channels are working and adjusting accordingly, is recommended.

Future Trends of Developer Influencer Marketing

Future trends may include:

1. The rise of user-generated content in the B2B space
2. Emergence of new platforms for developers to share knowledge
3. A shift back towards long-form content
4. Increasing role of AI in streamlining content creation

Regardless of how content formats evolve or platforms shift, the core principles of developer influencer marketing will remain the same: authenticity, trust, and genuine relationship-building.