Meta has appointed Shadi Nayyer, formerly of TikTok, to lead a new initiative aimed at strengthening relationships with creators and developers in its metaverse division, Reality Labs. In her new role, Nayyer will focus initially on creators working within Horizon Worlds, Meta's virtual-reality game, and plans to recruit a diverse team of developer advocates and community leaders to enhance ecosystem growth. Her strategy includes hosting hackathons and community events, with an eventual expansion into augmented reality applications. Nayyer, who has extensive experience in creator programs from her tenure at TikTok, aims to engage and support developers in utilizing Meta's tools and platforms effectively. She expressed, "A lot of what my focus is going to be on is essentially growing our developer creator ecosystem," highlighting the importance of building a vibrant community around Meta's metaverse projects. According to internal insights, Meta sees 2025 as a pivotal year for its metaverse strategy, underscoring the importance of platforms like Horizon Worlds in achieving long-term goals. The Horizon Worlds platform has already seen a 5x increase in usage compared to last year, indicating growing interest and participation in Meta's virtual environments. As Meta continues to navigate its vision for the future, Nayyer's leadership in creator engagement will be critical to fostering innovation and collaboration in the evolving metaverse landscape.