Go Niche Or Go Home: Why Niche Influencers Can Do Wonders For Your Brand

A very common influencer marketing misconception is that influencers only create content around beauty, fashion and lifestyle. While many indeed fit these categories, they go much beyond that. 

An influencer can actually be anyone who is seen as a thought leader in any topic. Think about the people you like to follow online—those who share opinions about financial education, sports, household hacks, political issues or even organization tips. There are strong and inspiring voices that speak about every topic and all of these people can be influencers.

Creators who are specialists in a specific topic are considered niche. Despite what many may believe, “niche” is a spectrum: the more specific the topic, the more niche the influencer.

As an example, think about influencers who share their daily lives (a.k.a. lifestyle influencers): you will probably see the restaurants they like to go to and cooking tips of their favorite recipes, along with other content themes like their favorite TV series and decor hacks. Food influencers, on the other hand, are the creators who focus more specifically on food—they are already more niche than lifestyle ones. But, within the “food” topic, there are endless content possibilities, for example vegetarian diets, healthy eating, junk food… you get the deal. These creators are even more niche than food influencers.

Consequently, the more niche, the higher the authority they have to speak about that subject and the more audiences tend to trust their opinion. Their power isn’t defined by the number of followers they have, but instead the message they deliver and the category they are delivering it in. 

But, regardless of how general or specific are the topics they talk about, niche influencers are a very effective way of reaching specific audiences, and make your business stand out in a competitive social media environment.

The Power Of Niches

One of the main advantages of working with these experts is that they can help you cut out the biggest challenge: finding and reaching relevant people that will move the needle for your business. And what’s more, they do it passionately and with charisma.

In working with Omron to showcase their nebuliser, we’ve created a multi-tiered strategy with the niche category of mom influencers who are passionate about sharing valuable information that would help their fellow mothers. We’ve seen incredible results, as niche influencers are natural conversation-starters who can open new communication channels with hard-to-reach target audiences that trust their opinions—much more than brands, and more than other influencers.

Therefore, these creators can play an essential role in helping your business become more trustworthy and relatable; introduce you to new audiences; and ensure that you have all of the support you need to get seen by niche and hard-to-reach communities.

Authentic Connections That Drive Engagement And Positive Sentiment

These influencers are people who have built a community around a common niche interest. Through an honest conversation around their shared passions, they have created a strong bond with their audience, translated into raw and real content and follower relationship. 

They are the highest authority in their fields—true role models who speak with conviction, empathy and relatability on topics they are passionate about, making their communities even more engaged and inspired. For this reason, they feel much more like a friend and have the power to move hearts and minds.

Niche influencers are a powerful resource to convey the right message to the right audience, and therefore drive positive impact in brand love, sentiment, and ultimately conversions.  They can make an instant, appealing connection to an audience that might never have found you otherwise. 

Do you want to work with niche influencers and reap the benefits they can bring to your brand? We can help you!