We all want to be trendsetters. You can deny it all day long, but be honest: it would be so cool to create the next big social media thing. For most of us, it’s a lot more possible than you think! If you’re creating in a niche, you’re already halfway there.
Here are 5 tips to make your niche content mainstream.
What is a Niche? 🤓
Merriam-Webster defines niche as (among other things) a specialized market. In social media, this looks like a community with a specific interest or a creator posting content for a specific kind of watcher. We tend to associate this word with small, insular communities, but niches can have big followings. Booktok, for example, is a niche; it’s content geared toward people who like to read. It just so happens that a lot of people on TikTok like reading.
Most creators will fall into some kind of community and fit into smaller niches within. A crafting creator might specifically be a painting and sketching creator. Think of the larger niche as the community (crafting or art) and the smaller niche as the actual niche (painting or sketching).
Making Niche “Mainstream” 🚀
Niche interests can take off and become mainstream. Again, BookTok was niche and insular before it took off; now it’s a staple of TikTok and other social platforms. Other, larger examples include superhero movies. Comic books and superheroes tend to be very niche, with a small fanbase (sometimes only made up of children). But the Marvel Cinematic Universe and the DC Universe have become mainstream: every new release is one of the biggest movies of the year, grossing almost $30 million altogether.
You can do the same for your niche content. And it’s not nearly as daunting as you might think.
#1. Appeal to a Larger Audience 🔍
We’ve already touched on this in our definitions, but essentially you want your niche to appeal to a larger community. Algorithms push targeted content toward people who strongly identify with it or enjoy similar content. If your content can fill space in a larger community, it will be pushed to members of that community.
As an example, the hypothetical painter we mentioned earlier will have a much easier time gaining traction if they’re able to appeal to the crafting or art community at large. This might look like a series sharing the basics for using different paint mediums. Situate your niche in a larger community that will likely be interested in it; even people with a partial interest will find it on their feed.
#2. Look for Crossover Potential 🤝
For this tip, you want to pivot #1 and look for other, different communities or niches your content can fit into. This shouldn’t be a huge stretch but should instead be something very natural. Our painter could start making content for home decor communities or DIY communities. It may take some strategic thinking, but this creator can put their content in those communities and appeal to totally new audiences. This way, you’ll engage with new communities and users and spread your niche’s reach.
#3. Find an Emotional Attachment 💔
Emotions are a big part of social media, whether or not you purposefully play into them. For this specific article, they can get people interested or invested in a niche. Let’s go back to our painter! They could frame their series testing different paints as a stress reliever for viewers: “Can you never get your acrylics to look smooth? Do watercolors keep running? Let me show you how to use them!” On the flip side, their content that ties into home decor and DIY could spark joy or inspiration: “Let me show you how to make the cutest sketch for your wall! I made one and it’s my favorite piece of art in my apartment.”
Most of these emotional attachments will be subtle, like the options above. Think of the emotions your niche content should make someone feel. Humor can be an emotion, and so can curiosity and empathy. Have a firm grasp on what you want viewers to feel, and orient your video around it. Music, editing, word choice, all of it should tie in.
#4. Keep Up With Trends 📈
Look for opportunities to make trends apply to your niche. Algorithms favor trends and trending content, which will increase your niche’s reach, and they’re often flexible. Trends gain popularity because they can work into any number of niches and communities. When trends start cropping up, ask yourself if your niche can fit into it. Does your content relate to it somehow? Would it make sense here?
One easy trend our painter would fall into is spooky or Halloween content. They can teach us how to create the perfect sheet ghost, how to handmade some cool decorations, or how to paint a pumpkin the right way. The goal isn’t to insert your content into every single trend but to find the right trends for your content. Quality over quantity.
#5. Use Influencers and Celebs 💃
One of the easiest ways to start a trend or make a niche mainstream is to find a connection to a celebrity or influencer. That doesn’t mean making them work on your videos or trying to collab with them. It just means using their interests to your advantage and tapping into their fanbase.
We’re going to throw it way back to the book community as an example. Book reviewers will read a celebrity’s favorite book or recommended reading list. This taps into the celeb’s fanbase and is the equivalent of waving a giant “your fave is over here!” sign in the air. If the celebrity is big enough (like Jack’s Chris Evans plug) their fanbase is huge. You’ll stay within your niche and create content you excel at, but tap into a whole new audience and fanbase.
And, if this is something fairly new to a big celebrity’s fanbase, it’ll be its own micro-trend.
Your Magic Formula ✨
Good news: a combination of these five tips will help you take your niche to the larger community. Bad news: we can’t tell you which ones it will take. Sorry! You’re going to have to find your own recipe for success through trial and error. It also isn’t a one-and-done type of thing. You’ll have to work at it and continue inserting yourself into the conversation. Social media is the long game, so get comfy and make sure you’re enjoying yourself.
Want to learn how to start trends? Check out our ultimate guide to creating your own trends!