Below are five of my favourite examples of developer-focused companies creatively marketing to developers.
Atom 1.0 from GitHub
It's a hilarious video promoting Atom but in the style of a science fiction 50s ad for the home of tomorrow, today.
Supabase Launch Weeks
Supabase founders Ant & Paul loved YC for forcing them to work hard for a launch.
So they decided to take this approach outside of YC with their regular launch weeks and in-between they focus on building.
DocSearch from Algolia
Algolia DocSearch is a 100% free way to add search to your documentation.
It's a great way for Algolia to build love with developers and demonstrate the power of Algolia's search.
Plus if a project happens to mention a search tool you might integrate, they're more likely to give Algolia a shout out.
The take-up has been huge. DocSearch claim to have integrated into 4,000+ projects - you might recognise some of the below:
This might be a surprising addition because it's not necessarily marketing. But it completely changed my perception of GitLab (in a positive way).
GitLab open sourced the operational handbook of their whole company.
Sharing publicly almost every process in your company is not an easy thing to do. But it makes for interesting reading and demonstrates that GitLab - a company built on its associations with Open Source - truly believe in openness.
A lot of developers dream of making it as an Indie Hacker (and I include myself in that).
First of all I love that it associates Stripe with indie developer revenue.
Secondly, it aligns Stripe with the Build in Public movement.
Finally, we might subliminally as the question: if you can't show off your Stripe-verified revenue, is it even revenue?!
If you liked this, you might also enjoy my podcast Scaling DevTools where I interview experts on the business side of developer tools startups.