What are the best niches for influencer marketing?
There are many different niches on social media websites like YouTube, but one of the top questions we get from brands who want to explore influencer marketing is, “what are the best?”
Well, like most things in life, it depends. This week, we take a look at niches in content creation, and which seem to be the most effective for influencer marketing from the perspective of brands.
Before we get started, if you’re looking for a primer on influencer marketing and whether it’s even effective, check out our previous post on the subject. Spoiler alert: it is.
Understanding niches in influencer marketing
So, what’s a niche anyway, and why do I have to be interested in it as a marketer? Merriam-Webster defines niche in the relevant context simply as “a specialized market”, which we think is a pretty lousy explanation for what we’re actually discussing. We’d say a niche [in this context] is more like a specific topic or area of interest that a content creator specializes in.
For example, some content creators may specialize in cooking. Others might have considerable expertise in sports.
These pockets of interest captivate many, and in some cases, not-so-many people. And while you might think that niches with not-so-many viewers are low-value; we’d implore you to think again. The value of a niche is much more than simply the quantity of people are interested in that specific topic. What really defines the value of a niche is audience engagement, market demand, and content versatility, among other things.
Selecting a niche
Now that we have a basic understanding of niches as they apply to influencer marketing, how does one go about selecting one to market to? We generally tend to help decision making on this front by means of four criteria:
Audience interest: how interested, in general, are people in this niche, and what are the typical levels of engagement observed?
Market demand: What is the commercial potential in this niche, and more specifically, what are the opportunities for partnerships and sponsorships like?
Content richness: What is the potential for the niche for generating diverse and engaging content? Is there depth to the content?
Growth potential: What are the future prospects and sustainability of the niche? Is it temporarily being elevated due to current events? Does the niche look like it will continue to grow in the future?
Interestingly enough, some niches come and go, but a few have solidified their place in terms of being quite valuable on the influencer marketing front.
Top niches for influencer marketing
We’re going to go through some of our favorite niches, particularly on long-form platforms like YouTube. They aren’t just our favorite because they are interesting. They are our favorites because they perform well in the influencer marketing space. These are not ordered in any particular way.
Health and Wellness
Sub-niches: Fitness, mental health, nutrition, alternative medicine.
Why it works: People can connect with health and wellness stories. This niche is filled with transformation journeys, personal accounts of change for the better (think weight loss, for instance), and more. Popular in this niche is product endorsements and content integrations.
Beauty and Fashion
Sub-niches: Makeup, skincare, street fashion, luxury apparel brands.
Why it works: This niche is huge for viewer inspiration. Men and women flock to this category to get inspired on how to dress, which skincare products they should use, and how to improve their outward appearance, in general.
Technology and Gadgets
Sub-niches: Smartphones, computers, gaming, software reviews, tech tutorials.
Why it works: Techies and non-techies alike flock to this category for the latest in the tech world. They watch unboxings, tutorials, get tech tips, and more. Plus, new tech is constantly coming out, so this niche stays fresh with new content. This category is popular with both tech and non-tech brands.
Food and Cooking
Sub-niches: Home cooking, food reviews, vegan and other dietary lifestyles, meal prep.
Why it works: Who doesn’t like a good meal? Whether it’s looking for a recipe, getting the low-down on a fancy new restaurant, or just endlessly watching food challenges, this category is huge and applies to all demographics.
Travel and Adventure
Sub-niches: Budget travel, luxury destinations, adventure sports, cultural exploration.
Why it works: This niche is ripe with evergreen content that appeals to the masses. From travel vlogs, destination guides, all the way to travel hacks, brands looking to get extraordinary value from partnerships with creators are smart to choose this category.
Personal Finance and Investing
Sub-niches: Budgeting, real estate, stock market, cryptocurrency.
Why it works: This niche has absolutely blown up over the past few years. More than ever, viewers have taken an interest in financial matters in hopes of improving their own financial situations. So, brands looking to appeal to cost-conscious, can-do viewers can be found dabbling in this niche.
Entertainment and Pop Culture
Sub-niches: Movie reviews, celebrity news, comic books, fan theories.
Why it works: This niche may not be for everyone, but it attracts a lot of attention from viewers from around the work. Videos in this niche include reaction videos, event coverage, and even interviews. It’s interesting, and brands have added it to some of their favorite niches.
Of course, this isn’t an exhaustive list, by any stretch of the imagination. Brands would also be wise to consider emerging niches, such as sustainable living (in light of inflationary conditions), mental health awareness, and even e-sports.
How to choose the right niche for your advertising campaigns
So how can you determine what is, and what is not the “right niche” for your business’s advertising campaigns?
It starts with your product or service. Who is it appealing to? Men? Women? Now consider what those people might be interested in. For example, if you’re looking to sell backpacks, it might be product to watch to work with an influencer in the travel and adventure niches.
Not only are you identifying the person you’re trying to get your product, you are also aligning your brand’s ethos with a content creator’s audience. It’s about building a meaningful connection, after all.
Beyond selecting niche, it’s also paramount to acknowledge and leverage the passion content creators have for what they do. You want that creator to be as passionate about the product or service they are endorsing as much as they are in whatever else they do. In addition, you’re also looking for niches that boast great engagement. Engagement is your key to converting an impression to a sale.
It can be initially confusing; but the rewards can be outstanding
We still speak to brands on a regular basis that are apprehensive about influencer marketing. They just aren’t sure whether it would be a good use of their advertising dollars when Facebook, Instagram, and TikTok ads seem to be doing “just fine”. But consider, do you have more to gain than to lose? Moreover, is it worth missing out on potentially outstanding rewards due to uncertainty?
Still not sure? Try one or two smaller campaigns (say, short integrations in a creator’s video) and decide whether or not it’s worth expanding. If it doesn’t work, at least you tried. If it does, well, you’ve just opened up a door to even more opportunities for your brand.
Need help or want to talk things through? Be sure to reach out. We love talking influencer marketing.
