In the recent past, I've balked at the suggestion that developer brands should engage on, or even buy ad space on Twitter. You simply shouldn't, it's a toxic hellhole and engagement there is a real risk of tarnishing your brand.

The inevitable response is “maybe, but that's where our developer audience is.” This is terrible logic.

You know where else you could be connecting with a developer audience? 4Chan, 8Kun, Truth Social, Gab, Gettr, Parler. I don't see any developer brands racing to develop engagement strategies on these platforms, and for good reason.

Twitter is no different. Remember: The medium is the message.