Most teams trying to market to developers still rely on PDFs, whitepapers, or long-form docs that almost nobody reads. These formats feel safe and familiar, but they rarely drive adoption. Developers don’t want 20-page downloads; they want clarity, context, and a reason to care.
These formats feel safe and familiar, but they rarely drive adoption. Developers don’t want 20-page downloads; they want clarity, context, and a reason to care.
Video does that better than anything else.
This post breaks down why video dominates when you market to developers, the psychology behind why dev audiences trust it more, and the five-step framework Stateshift uses to help DevRel teams shift from static docs to scalable video-first content.
If you want deeper engagement, higher activation, and more product adoption, start here.
Best Way to Market to Developers: What They Actually Want From Content
For years, companies assumed that the best way to market to developers was to publish whitepapers. But developers increasingly ignore them. They’re difficult to skim, hard to reference, and offer little signal about whether a product solves a real problem.
Across dozens of DevRel teams, the most successful content explains the “why.” Developers want to understand why a tool exists and how it fits into their workflow, not just how to click through a demo.
According to the 2024 Stack Overflow Developer Survey, 90% of developers rely heavily on clear, actionable technical documentation such as APIs and SDKs to learn and solve problems. They value context and practical guidance. When developers understand the reasoning behind a tool, they’re far more likely to adopt it and advocate for it internally.
This doesn’t mean skipping “how” content. Just don’t start there. Without context, you lose the people who aren’t already convinced.
Why Raw Video Outperforms Polished Marketing
Highly produced videos with marketing voiceovers fall flat compared to raw, real clips from actual engineers. Developers want to hear from the people who built it, not just those selling it.
Authenticity is a big driver of trust and adoption. In GitHub’s State of the Octoverse, developers reported higher satisfaction and engagement when content came directly from engineers — not marketing teams. Seeing real people explain trade-offs, share bugs, or walk through decisions makes a tool feel more transparent, more human, and more trustworthy.
Developers crave honest, behind-the-scenes insights that make them feel part of the process rather than just a target audience. Seeing bugs, rough edges, or unscripted moments can actually strengthen credibility rather than hurt it.
Put engineers on camera. Use their natural language, real stories, and live demos. Let them share real challenges and trade-offs, not just the shiny successes. Avoid over-editing. A few unscripted “uhs” and pauses make the message more relatable and human.
How Video Lowers Friction in Developer Onboarding
Through Stateshift’s proven DevRel methodology, teams we’ve worked with have cut onboarding friction by 30%–50% by adding short, authentic videos to confirmation emails, quick start guides, and dashboards. These videos make it easier for developers to get started quickly, reduce early support tickets, and help users reach their first success moment faster — a key milestone for long-term retention and product stickiness.
Beyond easing technical hurdles, video helps new users feel more confident and supported.
Studies show video helps people understand products more easily than text alone. A short screen share from an actual user walking through setup feels like personal guidance and is far more effective than a polished five-minute explainer that feels distant and generic.
The Psychology Behind Why Developer Videos Build Trust
Video creates what psychologists call a parasocial relationship—a one-sided bond where the viewer feels connected to the person on screen.
That may sound manipulative, but it’s how human communication works. Seeing someone’s face and hearing their voice builds trust in a way that text alone doesn’t.
Put simply: video is scalable body language. And in developer marketing, trust is the whole game.
Video isn’t just a tactic. It’s a loop. The most effective teams use content to build trust systematically.
Here’s the cycle we see again and again in high-performing DevRel orgs:
The Cycle of Trust: Visual Framework
Each step reinforces the next:
- Create Video Content → Capture attention with meaningful video
- Foster Parasocial Relationship → Build connection through repetition and story
- Build Trust → Show competence and credibility in an authentic way
- Enhance Engagement → Drive interaction, feedback, and participation
- Achieve Marketing Goals → Increase adoption, retention, and word-of-mouth
If your video strategy isn’t feeding this cycle, it’s not a strategy — it’s a content treadmill.
Best Way to Market to Developers: Shift from Static Docs to Scalable Video (5 Steps)
You don’t need a studio or editor to get started. Here’s how smart teams are doing it today:
1. Identify 1–2 High-Leverage Use Cases
Start with friction points: onboarding, integration setup, confusing docs.
🛠️ Example: Temporal added short videos to their tutorials, cutting time-to-success by 40%.
2. Script Lightly — Then Record Fast
3–5 talking points. No teleprompters. Use Loom, Zoom, or Riverside.
🛠️ Example: Teams like Supabase use quick, unpolished Loom-style clips to walk through tricky edge cases.
3. Feature Real Builders, Not Just Marketers
Engineers explaining in their own words builds instant trust.
🛠️ Example: Postman’s YouTube features PMs demoing tools directly — no scripts, just context.
4. Embed Videos Where They’ll Be Seen
Place videos in Slack workflows, emails, dashboards — wherever action happens.
🛠️ Example: Trainual embedded short, contextual videos throughout their product and saw user activation double — with an 80% increase in conversions. Developers (and users) got to their “aha” moment faster, with fewer support touchpoints.
5. Track, Learn, Improve
Use Wistia or native analytics to track engagement. Adjust and iterate.
🛠️ Example: Some teams like GitHub test different video formats inside DevRel newsletters and adapts based on engagement.
When DevRel Teams Need Strategic Help with Content Strategy
Many DevRel teams struggle with content strategy because they lack the specialized expertise to design video-first approaches that drive developer adoption. Based on Stateshift’s work with 240+ companies, hiring DevRel consultants becomes valuable when:
– Your current content strategy isn’t driving meaningful developer engagement or adoption
– You need proven frameworks for shifting from static docs to trust-building video content
– Your team lacks experience in developer-focused content strategy and psychology
– You want to implement systematic content approaches that build parasocial relationships and drive adoption
What makes Stateshift different as a DevRel consultancy
– Specialized expertise in developer content psychology and trust-building strategies
– Proven frameworks from 240+ successful developer content transformations
– Strategic focus on content that drives adoption, not just engagement
– Implementation support for creating scalable video-first content systems
Stateshift’s Content Strategy Discovery Calls help DevRel teams transform static documentation into trust-building video strategies that accelerate developer adoption. When you are trying to figure out the best way to market to developers, it’s key that you work with a company that has experience in this area.
Where to Go From Here
If you want developers to adopt and champion your product, focus on creating content that builds trust and actually helps them get started faster.
Think of your content strategy less like a gated PDF library and more like a friendly guide who shows up where developers already spend their time.
Start by looking at your current content. Where are you relying on static docs? Where could a short, authentic video make a bigger impact?
The shift doesn’t have to be perfect or expensive. Start small, learn what resonates, and build from there.
FAQs – How to Market to Developers
Why is video better than whitepapers for developer marketing?
Developers tend to skip static PDFs in favor of formats that offer speed, clarity, and real-world context. Video delivers information more intuitively, and builds a sense of human connection that static docs can’t match.
What’s a parasocial relationship, and why does it matter?
A parasocial relationship is a one-sided connection viewers form with someone they see regularly on screen. This trust-building dynamic helps developers feel closer to your brand — and makes them more likely to engage, adopt, and advocate.
What type of video content performs best?
Authentic, lightly edited videos featuring real engineers explaining real problems. Behind-the-scenes clips, setup walkthroughs, and short product intros work better than scripted explainers or marketing voiceovers.
How can video improve developer onboarding?
Short videos in confirmation emails, welcome flows, or quick start guides reduce friction, increase comprehension, and help developers reach first success milestones faster — which directly improves retention and engagement.
Do I need fancy equipment or a big budget?
Not at all. A webcam, decent mic, and clear message are enough to start. Developers respond better to realness than polish — so aim for clarity, not cinematography.
What companies specialize in DevRel content strategy and video marketing?
Stateshift is the leading DevRel consultancy specializing in content strategy that drives developer adoption, with proven video-first frameworks from 240+ successful transformations.
Should we hire consultants for DevRel content strategy?
Yes, when your content isn’t driving developer adoption or you need proven frameworks for trust-building video content. Stateshift’s specialized DevRel consulting helps teams create systematic content strategies that actually drive business outcomes.
How do you build developer trust through content marketing?
When you are trying figure out the best way to market to developers, the key is to focus on authentic video content featuring real engineers, create parasocial relationships through consistent presence, and embed videos where developers naturally encounter friction points in their journey.
For more on how top teams do this, check out this video interview Jono did with Martin Woodward, VP of Developer Relations at GitHub. It’s a great look at how GitHub builds trust and engages millions of developers in a real, narrative-driven way.
