“The riches are in the niches.”—Pat Flynn
TAYLOR SWIFT
Taylor Swift is an extraordinary artist whose music has touched the hearts and souls of millions across the globe. Her songs have become the voice of her generation, expressing the struggles and joys of life in a way that resonates with her fans.
When Taylor Swift started her career, she loved country music. However, she realized the genre was too broad of an audience. She decided to focus on creating music specifically for teenage girls. Swift’s gift for crafting relatable and emotive lyrics for her niche audience set her apart. Drawing on her own experiences with love and heartbreak, she wrote music that spoke directly to her fans.
Swift also researched the intricacies of teen girls’ culture and psychology, using her findings to develop a strong brand identity. She spoke their language and leaned into her girly fashion sense and bubbly personality. Embodying these elements allowed each of her fans to see themselves in her.
Swift’s success shows how influential creators can become when they dominate a small target audience. Her clearly defined focus enabled her to build a loyal fan base of teenage girls passionate about her music and message. As her popularity grew, she eventually expanded her audience to include other demographics.
THE MAGNIFICENCE OF THE NICHE
A niche audience is a relatively small group of people within the broader population of your industry who share a common interest, passion, or demographic characteristic. Age, gender, geographic location, hobbies, beliefs, and culture are a few factors that can define a niche. They often have unique needs and preferences, and they tend to seek out content, products, and services that cater to their specific interests and desires.
It’s common for business owners to say their target market is “everyone,” but seasoned entrepreneurs know that trying to acquire the widest market possible will lead to failure. Instead, to build massive businesses, successful entrepreneurs identify and solve a problem for a small niche. Take Warby Parker, for example. This affordable online eyewear company started in 2010, targeting college students looking for stylish glasses. They recognized that many students couldn’t afford the high prices of traditional eyewear brands and offered a trendy affordable alternative. This made them the ideal target, and they quickly gained a loyal following in this niche. From there, they expanded to other audiences, such as young professionals and urban residents, while still maintaining their core values of style and affordability. In 2022 Warby Parker’s revenue touched $600 million as it continued to be a leading eyewear brand.
Starting with a niche is undoubtedly the best way to spread your creations. Creative geniuses across many fields also use this tactic to grow their audience. Film director Tim Burton is known for creating stories dedicated to his audience of fans who appreciate his quirky, gothic, and dark humor. His films often explore themes of otherness, misfits, and outcasts, which resonate with a niche who may feel like they don’t fit in with mainstream society.
Identifying your niche can be challenging. You may feel like you have so much to offer the world that it feels like you’re doing your craft a disservice by focusing on a small audience. Don’t be tempted to please everyone. Targeting a small but growing group of people with common problems, desires, and interests is the first of many markets you will dominate.