Have you ever browsed Youtube and thought, “wow this guy only reviews food” and then scroll again and find another influencer who reviews everything under the sun, like clothes, restaurants and vacation places?

In the dynamic world of influencers and creators, the debate of whether to become a niche influencer or to go generic is a common one.

If you are an aspiring creator, this decision can significantly impact your visibility and overall success in marketing as an influencer. 

So – you want to become a niche influencer, or go generic? Let’s find out.

Understanding the Basics of Being an Influencer Marketing

Before, the concept of creating and being an influencer was often dismissed as a non-traditional form of marketing. Tik Tok, for example, was once regarded as just a place where teenagers waste their time dancing to whatever was cool that time.

Over time, the landscape of marketing has undergone a significant shift. The power and influence that these content creators wield are significant – and many brands recognized that.

Influencer marketing leverages people with a dedicated social following, to promote their products. Idea is to tap into the influencer’s reach, credibility and trustworthiness. 

This strategy can be broadly categorized into two approaches: niche influencers and generic influencers.

Niche? What is That?

In marketing, a niche refers to a specific area of interest or expertise that individuals focus on.

• A niche can be a profession or expertise: accountant, baker, musician, digital marketer.
• A niche can be an interest, too: food, make-up, pets, events.
• A niche can also have a smaller niche: sandwiches, prosthetics, Yorkies, wedding anniversaries.

When you narrow down a topic of interest and you focus on it, it is a niche.

What Is a Niche Influencer?

A niche influencer focuses on a specific area of interest. This specialized focus allows them to build a highly engaged and targeted audience. 

Here are some examples of a niche influencer:

• Beauty influencer who specializes in cruelty-free products
• Tech influencer focusing on wearable gadgets
• An entrepreneur who focuses on industrial machines
• Foodie who reviews snacks from around the world
• Business mogul who buys, improves and sells businesses

Advantages of Being a Niche Influencer

• Higher Engagement Rates: Since your followers most likely have the same interests, they will be highly engaged and will likely take action when you give them a CTA. 
• Authority and Credibility: Specializing in a niche allows you to establish yourself as an authority in that field, which can lead to greater credibility. For example, the industrial machines entrepreneur can visit a seafood plant and inspect the shrimp processing equipment and be credible.
• Targeted Partnerships: Brands looking for influencers in specific areas are more likely to partner with you, since they know the credibility and engagement is high. This will lead to more relevant and potentially lucrative collaborations that produce results.

Disadvantages of Being a Niche Influencer

• Limited Audience Growth: Since you narrowed down on your topics, your market will also be niche. A niche market can restrict your audience growth as you are catering to a specific segment.
• Content Limitations: Focusing on a niche means there is very little wiggle room for the ideas you can have as content.

What Is a Generic Influencer?

A generic influencer, on the other hand, covers a wide range of topics without a specific focus. 

Generic influences typically have a broader audience base. They often engage with followers on various content, from lifestyle and travel to fashion and tech.

Advantages of Being a Generic Influencer

• Wider Audience Reach: Since you cover different topics, you attract different types of audience.
• Content Flexibility: Again, since you can cover many topics, you have the freedom to create content on multiple subjects. This helps prevent getting burned out.
• Versatile Brand Partnerships: Brands from different industries can approach you for collaborations, and you have the power to accept them all or choose just a few.

Disadvantages of Being a Generic Influencer

• Lower Engagement Rates: A broader focus can lead to lower engagement rates. Your subscriber who subscribed for your food content might not be as interested in your travel vlog and hotel recommendations.
• Lack of Authority: This is where the “Jack of all trades, master of none” saying applies. Since you don’t really focus on a specialty, it will be challenging to establish yourself as an authority in any particular field. This lessens the trust and credibility of your endeavors.

How to Decide Which Path to Take

So, you read the difference and pros and cons of both, here’s a quick list that will guide you if you want laser or broad focus for your influencer journey.

Assess Your Interests and Expertise

What are your passions? How about your areas of expertise? Are you deeply knowledgeable in those areas? 

Or do you have a broad range of interests that you enjoy sharing with others? Do you enjoy trying new things?

Evaluate Your Target Market Demand

Conduct market research to understand the demand for content in your area of interest. Are there enough people interested in your niche to build a sustainable following?

Is the market saturated with generic influencers, or is there room for another?

Consider Your Long-Term Goals

Think about your long-term goals as an influencer. Do you want to become an authority in a specific field, or do you prefer the flexibility of covering various topics? 

Test and Iterate

One thing you should remember is that you don’t have to make a final decision right away.

Start by experimenting with both approaches. Create content in your niche and see how your audience responds. Similarly, try covering a broader range of topics and analyze the engagement. Based on the results, you can refine your strategy.

Keep in mind, both approaches are valid and you can shift from one to another if you need to!

Real-World Examples Successful of Niche Influencers

Pat Flynn

Pat Flynn has built a highly engaged audience by focusing on a specific niche, creating passive income, in his blog, “Smart Passive Income”. His insights on building passive income streams made him a credible authority in his field. He authored the bestselling book “Will It Fly?” in 2016.

Rosanna Pansino

Rosanna Pansino established herself as a niche influencer in baking. She mesmerizes audiences with her creative baking tutorials and DIY baking hacks. Her passion for baking shines through her videos and has attracted the attention of bakers, experienced and aspiring alike. She collaborated with major brands like Wilton and in 2015, she released her own cookbook, “The Nerdy Nummies Cookbook.”

Cinema Therapy

This YouTube channel created by therapist Jonathan Decker and filmmaker Alan Seawright, started in 2020, analyzing movies from a psychological perspective. Their engaging and insightful content quickly attracted a large following. The duo collaborated with various mental health organizations and film industry professionals.

Real-World Examples Successful of Generic Influencers

Zoella

Zoella covers a wide range of topics, from beauty and fashion to mental health and travel. Her broad focus has helped her amass a large and diverse following. Zoella collaborated with major brands like ASOS and Topshop.

Chiara Ferragni

She started her blog “The Blonde Salad” in 2009, focusing on fashion, lifestyle, and travel. Her relatable content and high-quality posts quickly gained popularity, and she expanded her reach through Instagram, amassing millions of followers. She collaborated with major fashion brands like Dior and Louis Vuitton. She even launched her own fashion line in 2013.

Conclusion

Remember, the key to successful influencer marketing lies in authenticity, consistency, and providing value to your audience. Whether you choose to specialize in a niche or go generic, staying true to yourself and your audience will always be your greatest asset.