If you’re building out APIs, chances are you’ve daydreamed about throngs of third-party developers flocking to integrate your product into their apps. But just posting documentation and crossing your fingers won’t cut it. Developers are busy, picky, and have a million other platforms vying for their attention. So how do you stand out?
Below are some tried-and-true ways to incentivize third-party developers to build on your APIs. From structuring an API developer program to building a buzzing community, we’ll explore the tactics that get VPs of Product, Partnerships, and Revenue (yes, that’s you!) real results. The goal is simple: give external devs every reason to join your ecosystem—and to stick around for the long haul.
1. Create a developer program that actually helps developers
Let’s start with the big one: a developer program. This isn’t just a fancy name for a Slack group or a quarterly newsletter. A proper developer program involves structured onboarding, transparent guidelines, and real benefits. Think: early access to new APIs, co-marketing opportunities, and direct channels to your product team.
What this looks like in practice
- Developer portal access: Don’t make external devs jump through hoops. Provide instant sign-ups to your dev portal, so they can grab API keys, poke around in docs, and even explore a sandbox environment.
- Dedicated support: Nothing screams “We value your time” like a responsive developer relations (DevRel) team. If you can’t staff that fully, set up a robust FAQ section and a Slack (or Discord) channel that product managers occasionally pop into.
- Clear roadmap: Let developers know what’s on your product horizon. If you’re about to release a big new feature, give them a heads-up so they can prepare.
Look at Stripe or Twilio for inspiration. Their documentation is easy to follow, they have thriving communities, and their developer programs are well-structured enough to spin off entire businesses built on top of their services.
2. Build useful APIs (and keep them fresh)
A developer program is only as good as the APIs behind it. If your endpoints are half-baked, outdated, or missing key features, developers will bail—quickly.
Some pointers on API design & maintenance
- Aim for clarity: Overly complex endpoints can frustrate devs. Stick to logical URL patterns, consistent naming, and comprehensive references.
- Versioning: Don’t break existing integrations every time you launch a new feature. Offer /v1, /v2, and so on, and announce deprecations well in advance.
- Regular Updates: Even the best APIs need occasional refinements. Keep a changelog in your developer portal and highlight new capabilities in dev newsletters.
Want a gold-star example? HubSpot updates its APIs with new objects and endpoints regularly, making it easy for developers to sync data from CRMs, marketing tools, and more. Their frequent updates show developers they’re constantly improving—and that fosters trust.
3. Offer real-time notifications (because nobody likes guesswork)
If you’ve ever built an integration, you know the pain of repeatedly pinging an API to see if anything’s changed. Notifications and webhooks solve that problem by telling developers when important events occur—like a new user sign-up or a completed transaction—without them having to poll.
Why this matters
- Fewer API calls: Devs love saving on rate limits and overhead.
- Real-time UX: If your integration triggers instant notifications in a third-party app, the end-users feel like everything is magically in sync.
- Competitive edge: Many older systems still don’t offer robust webhook capabilities. If you do, you’re already ahead.
A prime example is Zapier. Their entire platform is built around triggers, actions, and webhooks. By offering a frictionless way to tie different platforms together, Zapier sets the bar for how real-time notifications can supercharge integrations.
4. Introduce revenue or profit-sharing incentives
Sometimes the best way to spark developer interest is to say, “Hey, you can earn money.” This doesn’t mean you have to build a full-blown app marketplace right away (though it’s a great idea in the long run). Even a modest revenue-sharing program or marketplace listing fee can tip the scales for devs comparing your platform to another.
Possible structures
- Percent of app sales: If you have an app marketplace, let devs list paid integrations and keep a portion of the sales.
- Bounty programs: Offer a one-time payout for highly requested integrations. Or sponsor hackathons where winners receive cash or prizes.
- Freemium to paid tiers: Give devs a free tier for small-scale use, and then let them upgrade if they surpass certain usage metrics.
Companies like Atlassian (via their marketplace) have thrived on this model, spawning entire businesses that focus solely on building Jira and Confluence apps. When developers see real revenue potential, they’re more inclined to invest in your ecosystem.
5. Make developer go-to-market (GTM) part of your ecosystem
You’re not just offering an API; you’re offering a chance for third-party developers to tap into your user base. That’s marketing gold. Let’s say you have thousands of SaaS customers in mid-market or enterprise verticals—why not help devs reach them?
Developer GTM strategies
- Featured partner spotlights: Interview top developers or highlight popular integrations on your blog, social channels, or monthly newsletters.
- App marketplace promotions: Pin top-rated or newly launched integrations at the top of your marketplace or developer portal’s homepage.
- Joint webinars & events: Co-host virtual events with developers who’ve built powerful or creative solutions. It’s a win-win for both sides (and your customers benefit).
For instance, Zapier does an excellent job featuring new integrations in their newsletter. By shining the spotlight on these fresh connections, Zapier helps devs gain traction while showing end-users how broad their ecosystem is.
6. Build a community: Where developers help each other
Developers might come for the incentives, but they’ll stay for the community. A well-run community forum or Slack channel means devs can ask each other questions, share code snippets, and maybe even bounce new ideas off your product team. It’s also a space where your brand can show you’re not just “That SaaS tool with APIs” but “That SaaS tool that actually cares about dev success.”
Ways to foster community
- Active moderation: Assign a developer advocate or enthusiastic team member to keep discussions lively (and spam-free).
- Frequent challenges or hackathons: Nothing bonds a community like a fun challenge. Offer prizes for creative uses of your API.
- Encourage collaboration: Devs who build complementary integrations can cross-promote each other’s apps, amplifying results for both.
Case in point: Twilio’s community is legendary. Their forums and events, including Twilio SIGNAL, give devs a public stage. That camaraderie and visibility keep developers building on Twilio’s APIs year after year.
7. Eliminate roadblocks: make it ridiculously easy to start
Few things kill momentum faster than a 72-hour wait for “API key approval” or hidden docs that require direct login by a sales rep. If you want devs hacking away at 2 a.m., remove every roadblock possible.
Tips for immediate access
- Instant portal sign-up: Let devs create an account, generate API credentials, and read docs the moment they land on your site.
- Simple auth flow: OAuth 2.0 is a standard for many platforms, but keep it straightforward. If you’re using API keys, don’t bury them in a labyrinth of forms.
- Self-service submission: Once a developer finishes an integration, they should be able to submit it to your app marketplace (or wherever it lives) without hunting for a contact form or emailing your partnerships team.
This is exactly why the developer portal concept is so crucial. With a centralized hub for docs, code samples, app listings, and support, devs will be able to onboard themselves—no manual babysitting required.
8. Retain developers with regular check-ins and recognition
You’ve wooed a bunch of third-party developers. Great! But it’s just as important to retain them. If devs feel abandoned or ignored, they might not bother maintaining their integrations—or building new ones.
Simple retention tactics
- Milestone shoutouts: Did a developer’s integration hit 1,000 installs? Celebrate it on social media or in your newsletter.
- Periodic surveys: Ask devs what they need—feature requests, support, or marketing help.
- Collaborative roadmap: Invite top contributors to early feedback sessions on upcoming API changes.
- Developer advisory board: Form a small group of power devs who get exclusive updates and the chance to shape your product roadmap.
Companies like HubSpot routinely feature partner success stories in their ecosystem, highlighting how one developer’s integration boosted revenue or solved a sticky customer issue. This not only keeps the dev engaged but also shows future builders the tangible benefits of working with you.
Final word: Make “developer-friendliness” part of your DNA
At the heart of all these incentives is a philosophy that building on your platform should be a delight, not a chore. Developers talk—a lot. If you make them jump through bureaucratic hurdles, or if your docs are riddled with half-finished endpoints, word will spread. Conversely, if you’re recognized as the SaaS that truly invests in its third-party developers, you’ll attract more talent and ultimately, more (and better) integrations.
If you’re ready to take your API developer program to the next level—or just need help spinning up a developer portal that brings all these elements together—we’ve got you covered.
Ready to grow your ecosystem?
Request a demo to see how our developer portal solution can help streamline your onboarding, incentivize your dev community, and open up a world of integrations—no manual gates required. Let’s make your platform the place third-party developers can’t wait to build on.
