To niche or not to niche is the big question on social media nowadays, and I have my own perspective on it.

In this 3 minute read, you’ll find out why most advice on this topic is just wrong!

Niching Down has become surprisingly controversial

Half of the internet says you must niche down, and the other half says that it’s killing your brand. The truth Is that it’s more nuanced than either side admits.

Most people either go too broad or too narrow, because they misunderstand what their audience is. They either try to be everything, or they become just a resource, but resources get replaced & choosing everything is choosing nothing.

So today, I’ll show you how to build a brand around a niche—without getting trapped in it.

It’s all about Expectations

When people browse social media, they don’t always know what they’re looking for, but they do know what they like. If they liked a few videos by a creator & that same creator pops up, they’re more likely to stop. This is because that creator has set & met their expectations.

This is what your niche is for. People need something to connect you to, whether it be a topic, a format, or a style that you replicate. If you made a video about a healthy burger, i’ll probably also watch your video on healthy tacos too. Where creators mess up, is by creating one video about healthy food, then the next about healthy relationships. The problem is; I don’t trust you in that area. In fact, I barely trust you for healthy food.

Having a niche is important so that you can gain trust in one area first. And you’ll gain trust by repeatedly meeting or exceeding the expectations of your audience.

It’s Never Forever

A lot of people reject having a niche because they want to avoid being locked into one topic. But, this is a misunderstanding of how trust works. Once you’ve gained enough trust in one area, that trust becomes a transferable currency.

Let’s look at a company like Tesla for example. They started as a car company, and now they’re making humanoid robots. They can do this because the car has earned so much trust from their audience, that people believe their next product will be great too.

Content creators are businesses too, and it’s the same principle. If you’ve provided tons of videos worth of value on one topic, I’ll trust you as a quality creator. And if down the road, you start giving relationship advice, i’ll probably give you a chance there too. Where you start is not where you have to end, but it’s important to start somewhere.

Join The Foundry

If you want to see real results on social media, hooks are THE way to get there. And the content foundry is the best way to improve your hooks!

We’ll show you the exact framework for better hooks & I’ll look over them personally to critique & improve them every week.

5% better every single week is our way of life.

Keep creating, keep doing your thing, talk to you soon.

Ryan