Meta has recently welcomed a former TikTok executive to fortify its Metaverse developer ecosystem. Shadi Nayyer has joined Meta to lead a newly created team that promotes relationships with Metaverse creators and developers. Nayyer’s role in her new job is categorized under the Reality Labs content organization. She will be supervising the growth of the entire Metaverse ecosystem and engagement initiatives.

Before joining Meta, Nayyer was the head of global creator programs at TikTok. In her new position, she will prioritize supporting creators who develop content within Meta’s Horizon Worlds is a virtual-reality gaming and social platform, as well as other metaverse applications.

Building a Developer-Centric Team

As part of her strategy, Nayyer aims to assemble top talents to create a team of developer advocates, community leaders, and program managers. This team will host hackathons, attend third-party events, and organize competitions to encourage creator participation. 

Over time, Nayyer’s responsibilities will extend beyond supervising the initiatives of the Metaverse community to other areas within Reality Labs, including augmented reality.

“A lot of what my focus is going to be on is essentially growing our developer creator ecosystem,” Nayyer said. “Bringing on creators, builders, developers onto the Meta platform. Helping them learn about our products, about our tools, and just getting them into our various creator programs.”

Metaverse at Meta Is Pushing Gains Momentum

Nayyer’s recruitment coincides with Meta ramping up its efforts toward the Metaverse. In a recently leaked internal memo, Andrew “Boz” Bosworth, Meta’s Chief Technology Officer, emphasized that 2025 will be a critical year for the company’s Metaverse ambitions. Horizon World was specifically mentioned as an area that must gain traction if Meta’s long-term vision is to succeed.

Meta’s Horizon Worlds, which offers games, live events, and social features for its Quest VR headsets and mobile and desktop devices, has grown significantly. In September, Aigerim Shorman, Vice President of Product at Meta, stated that there had been a five-fold increase year-on-year. She also mentioned that, based on weekly user engagement, it ranked amongst the top five applications on the Quest 3 headset.

Financial Challenges Faced by Reality Labs 

While promising developments continue to emerge, financial challenges remain for Meta’s Reality Labs division. In the fourth quarter earnings report for the latest fiscal quarter, Meta disclosed revenues of $1.08 billion from Reality Labs. Still, Nayyer cautioned that operating losses are expected to increase further by 2025, extending a trend from 2024. 

In this scenario, Nayyer’s role will be critical in addressing these challenges by strengthening engagement within the metaverse developer community. Her experience at TikTok, where she led creator product marketing, partnerships, and community development, has positioned her well to drive growth in this space. 

Nayyer also has a rich background in community marketing from her previous role at Twitch. Her knowledge and experience further highlight her expertise in advancing all creator-focused initiatives at Meta.

Strengthening Meta’s Position in the Creator Economy

Meta’s decision to hire Shadi Nayyer to expand the Metaverse developer ecosystem signals the company’s commitment to expanding its Metaverse community and elevating its Horizon Worlds. As competition in the virtual and augmented reality space intensifies, Nayyer’s role at Meta will be pivotal in attracting the best developers and creators to Meta’s platforms.

Neither Meta nor TikTok has responded to requests for comment on Nayyer’s appointment, but her hiring reflects Meta’s broader efforts to solidify its standing in the evolving creator economy. 

With a dedicated team and a clear focus on engagement, Nayyer’s leadership could help Meta gain momentum in the race to introduce the future of digital experiences.