The Web3 ecosystem is moving fast faster than many can document, support, or even predict. For Developer Relations (DevRel) professionals, this rapid pace presents both a challenge and an opportunity. In this article, we’ll explore how we approach DevRel at Midnight, the philosophy behind our system-first strategy, and how others in Web3 can adopt a scalable approach that supports long-term ecosystem growth.
Why Traditional DevRel Doesn’t Work in Web3
Web3 is not just the next evolution of the web it’s a foundational shift. Unlike mature ecosystems where documentation, tooling, and developer workflows are stable, Web3 is still taking shape. Protocols update weekly, tooling is in flux, and community sentiment can pivot with market shifts. This makes traditional DevRel practices writing static guides or running one-off hackathons ineffective at scale.
Instead of chasing stability, we’re embracing the chaos by designing systems that thrive in dynamic environments.
Introducing the Web3 DevRel Flywheel
One key concept we’ve adopted is the DevRel Flywheel, first introduced by Matthew Revell. We’ve adapted it to fit the unique needs of Web3 ecosystems:
- Developer activity generates early interest and experimentation
- Community engagement amplifies that momentum
- Trust and support build credibility
- Ecosystem visibility attracts new builders
- New projects restart the cycle with even more energy
The DevRel Flywheel is a system that feeds itself less manual effort, more sustained momentum.
By constantly fueling this cycle with education, support, and visibility, our role shifts from pushing to guiding.
Mapping the Developer Journey: A Strategic DevRel Framework
To operationalize our DevRel strategy, we mapped the developer journey using the AAARRRP framework by Phil Leggetter. Here’s how that looks in the context of Midnight:
| Stage | Touchpoints at Midnight | AAARRRP Phase |
|---|---|---|
| First Touch | Social media, blogs, talks, conferences | Awareness + Acquisition |
| Education | Tutorials, Discord livestreams, zero-knowledge (ZK) workshops | Activation |
| Documentation | Quickstarts, use-case docs, APIs & SDKs | Retention |
| Hackathon | Builder events, real-time feedback, prizes | Retention + Referral |
| Ecosystem Contributor | PRs, mentoring, content creation, protocol feedback | Referral + Product Growth |
This journey isn’t just a pipeline it’s a compass for designing targeted DevRel interventions that help developers succeed.
Lessons From the Field: What We’re Learning and Unlearning
We’re still iterating. But a few core principles have emerged from our systems-first approach:
- Education should lead to contribution, not just consumption
- Docs should be intent-based, not just well-structured
- Example apps should gather feedback, not just serve as templates
- Support should be public by default, not hidden in DMs
- Incentives should build developer reputation, not just reward participation
Not everything from Web2 translates. In fact, many things that didn’t work in Web2 are proving essential in Web3.
Rethinking Hackathons in a Blockchain World
Historically, hackathons have been criticized for generating noise, not long-term value. But in our experience, Web3 hackathons can be powerful launchpads.
We’ve seen winning teams go on to earn ecosystem grants and even build sustainable projects. That’s why we now treat hackathons not as marketing events, but as onboarding mechanisms for ecosystem growth.
Interested in improving your hackathon strategy? Check out Gitcoin’s model for incentivized Web3 builder engagement.
Scaling Through Systems: A Flywheel That Feeds Itself
The reality is this: we can’t scale developer support one Slack message or one tweet at a time. To truly grow, we need systems that can:
- Help the community support itself
- Learn from feedback and improve every iteration
- Build with developers, not just for them
When done right, DevRel becomes less about outreach and more about infrastructure paving the way for sustainable, decentralized developer ecosystems.
Join the Conversation: Web3 DevRel Needs Builders Like You
If you’re building DevRel systems in a blockchain, crypto, or Web3 ecosystem, let’s connect. This space is evolving fast, and the best solutions are often shared.
- What systems have worked for you?
- What challenges are you facing?
- What does your version of the DevRel flywheel look like?