A perfect springboard off the last one, yes, there is a homogeny in the space, yes, everyone's seen the same things, gimmicks, niches often work, it is harder to get widespread huge success, it's harder to grow a niche account to 500,000 followers, but it might be easier to grow it to 20,000 or 30,000 followers and maybe inside of that niche you can become a superstar. This is your classic big fish little pond, but I don't think of it in a negative connotation, and as far as will people be interested in the niche? There's a billion Instagram users, one billion, okay, 30% of them never use it, there's 700 million people logging into the site, you're trying to get a 100,000 followers, you can definitely, doesn't matter what your niche is, my assumption is that there is a following out there that is interested in it, finding that the following can be very difficult.
Again, as we were saying with using our example of communities and punk, the more niche an interest, the more they guard their communities. I'm a cyclist, Tim's a runner, these are niche small communities that have hierarchies inside them and have rules about how you can dress, what you can wear, in cycling the big differentiator is like shaving your legs or not. These things matter if you show up to a group ride and you have the wrong jersey on and your legs aren't shaved, people look at you and say this person doesn't know what they're doing.
I think that if you look at the beauty community, or beauty as a community they are probably more accepting, but as you zero into a very small niche in beauty and say, "Okay, I'm just going to speak to this tiny community," I think they generally would be more protective of that community, so it'd be harder for you potentially to come in and get that community to look at you as a leader, because being passionate about something that is weird and different, it's a very specific type of person that involves themselves in those communities and that person is generally quite passionate, quite invested, they love this weird thing that they're into, so I think you have to be that much better to be successful in that niche.
There's pros and cons of both sides of speaking to the masses and doing something more broad and trying to do it that way and in going into something super niche, I think if you again, your North Star should be what am I passionate about, what are the things I like? If you are a beauty influencer and you're thinking what this isn't really getting me out of bed anymore and what I want to talk about is wood working, then you should fucking talk about wood working, I mean, my feed, again I'm not an influencer by any means, but if you look at a couple years ago I almost exclusively talked about fashion, and then I almost exclusively talked about cycling, and now most of my followers are y'all, my engaged followers are influencers, so more and more I am still documenting my life, but I'm trying to talk about influencers and talk about the space, and weave some of that in because that is who my following is, I do think that you can change and try different things, and just because you built a following one way doesn't mean that those people won't be interested in something else, and you should just do it you're into. If you're super passionate about something I think it'll come off and people will enjoy following that, and if they don't though unfollow you, who fuck cares, go find someone else to follow you that cares about what you have to say. I think end of the day, the goal is to be interesting. You got to ask yourself in what place, in what community, in what vertical can I create the most interesting, entertaining and educational content and do that, do it well, do it consistently, enjoy it.
- Campaign Effectiveness, Lookalike Influencers, Niches