How to nail your niche as the internet gets more fragmented

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Why having a clear niche matters (especially if you want to grow faster)

It’s easy to start anything – a newsletter, podcast, social media account, etc. But if your goal is to grow, you can’t skip the critical step of defining your niche.

You need to understand who you are talking to. If you try to target everyone, you’ll end up speaking to no one. Your message becomes diluted, and you lose direction.

Imagine scrolling your feed, waiting to find something worth your time. You come across your own content, but it’s unclear why it’s important or relevant to your audience. So, you scroll past.

Defining your niche ensures a captured audience.

A captured audience means trust.

Trust means people will listen to your message, stick around, and eventually engage with what you’ve got to offer.

Algorithms are increasingly focused on delivering hyper-personalised content.

Want to be picked up by the algorithm and shared across platforms?

It’s time to define your niche.

Part 1: Define the niche's “job”

How to define your niche?

Start by defining your ‘Why?’
Ask yourself: What specific transformation am I helping someone achieve?

In my case, with Creator Toolkit, my Why is to help creators, entrepreneurs, and marketing teams build universes, not just brands.

The transformation? You go from chasing short term trends to building an interconnected world that grows your audience, deepens loyalty, and drives revenue over the long term. (So you can stop sprinting for every algorithm change and start scaling something that lasts.)

Part 2: The process to use to define your niche

Don’t be vague. 

Start by asking practical questions that force you to think about real people, problems, and outcomes.

Step 1. Picture one person.

Instead of trying to speak to “everyone who makes content,” I’m picturing one specific person.
Right now, it’s an early-stage creator, so someone talented, motivated, and already producing content, but feeling overwhelmed.
 They're watching platforms change faster than they can keep up. Algorithms shift, monetisation rules evolve, and new tools appear every week.

They don't just want to make content, they want to build something that lasts.
They want clarity, strategy, and a path that feels less reactive and more intentional.

Guiding questions to ask yourself at this stage:

• Who is the actual human I want to help?

• What does a day in their life look like right now?

• What are they frustrated by, worried about, or secretly embarrassed to admit

• What are they dreaming about achieving if they can get unstuck?

Step 2. Define the “job” your audience needs done.

Regardless of creativity, every product, service, or idea is essentially being “hired” to accomplish a task.
The job isn’t just “help me post more on Instagram.”

It’s bigger: "Help me stay ahead of platform changes, build a smart strategy I can stick to, and create a sustainable business around my content."

Creator Toolkit is part insight, part strategy, part support system.

Questions you should ask yourself:

• What job are they “hiring” me (or my content) to do for them?

You read this newsletter because you want to build a sustainable universe around your content that attracts the right type of audience. 

• What specific transformation would make your audience feel, "That was worth it"? 

If you read this newsletter and you end up defining your niche, well, it was worth it.

The problem was solved.

Step 3. Check if solving that problem is valuable enough.

Okay, so it’s time to test whether the problem is worth solving. 

Would someone actually pay either with their money, their time, or their loyalty to have this problem solved?

And the answer is yes.

Creators and brands realise that reacting to trends isn’t a real strategy. 
They’re looking for people who can help them design systems, build resilience, and somewhat future proof what they’re building.

Questions I’m asking to validate this:

• Is this a big enough problem that someone would invest in solving it?

• Would solving it save them time, money, reputation, or opportunity?

• Are there already people succeeding in this space (which signals demand)?

Part 3: Niche down and then down again

Broad niche: [Who is your larger audience?]

Niche down: [Who in that broad niche are you focusing on?]

Deep niche: [What’s the specific trait, challenge, or mindset that makes your audience unique?]

So in my case, it would look like this: 

Creators (broad term, I know!) → Serious, business-minded creators → Creators building sustainable systems and long term brand universes.

Part 4: Choose your fighter

Analyst? Expert? Curator? Entertainer? 

For my niche, the character type that fits best is Expert with a bit of Curator.

Part 5: Testing, not guessing 

Step 1. Sharpening content direction:

• What topics resonate most with my audience?

• Which themes align with my long term vision?

• How can I provide actionable, lasting value in the content I create?

Step 2. Making decisions about what NOT to write about:

• Which topics feel like distractions or short term fixes?

• What content doesn’t align with the brand universe I’m trying to build?

• Are there any ideas that don’t help my audience achieve?

Step 3. Clarity for future monetisation:

• What products, services, or tools can I create to help my audience build sustainable brands?

• How can I leverage my expertise for consulting or coaching opportunities?

• What digital tools or resources could I develop to create real value for my community?

Now, keep in mind, you don't need to have it 100% figured out.

You just need to start defining and iterating.

Instagram

• added a new ‘Overlays’ editing feature for Reels.

• no longer allows screenshots of DM chats that can only be viewed once.

YouTube

• added a custom split-screen view and a redesign on TV, voice replies in comments.

LinkedIn

• is performing a purge of inactive accounts

READ: The antitrust trial against Meta continues to unfurl as it enters its second week.

LISTEN: If you're a fan of entrepreneur creator Alex Hormozi, then this is my PSA to let you know that he’s recently appeared on a podcast. You’ll hear business advice that is succinct and easy to understand, which is why he’s the only podcast guest I’ll re-listen to.

WATCH: I absolutely love it when they greats break down what makes them great. In this case, Zach King - the king of going viral, shares his method for consistently attracting a high view count YouTube.

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