How to Define Your Instagram Niche


If you’re just starting out as an influencer, it’s easy to feel overwhelmed by the size and scope of the existing social media landscape. With hundreds of thousands of influencers out there, how do you make sure you’re standing out?    

Finding the right niche can help you grow your audience quickly by filling a specific need. If you spend some time reflecting on your calling, you can more quickly set yourself apart.

Find what you’re good at.

Many influencers create content around popular topics like beauty, fashion, and travel, but there’s a lot more out there to focus on. In fact, finding something outside-the-box might be the key to building an audience.

Are you a writer, artist, or scientist? Or do you know something about woodworking or baking?  Think about what you’re an expert in and create content about that topic. Even more importantly, choose something you’re passionate about. Because if you can’t get excited about what you’re posting for the long-term, you’re going to have a difficult time maintaining momentum.

Do your research

After you’ve determined what you want to post about, do some snooping around Instagram and Facebook to find out who’s creating similar content. What accounts are most popular, and what hashtags are they using? You can also find popular hashtags an sites like

Also pay attention to which brands are working consistently with influencers in your area of interest. If a specific brand is especially appealing to you, check out which influencers they are working with by following their campaign hashtag. As you start creating content, you can gear it in the direction of that brand’s interests.

Get specific

During your research, keep an eye on any topics within the space that aren’t getting the attention they deserve. For example, if you’re researching beauty, is there a shortage of accounts focusing on hypoallergenic beauty products? Or perhaps you only want to post vegan, cruelty-free products. Finding a specific focus within a broader category is essential to nailing down niche and targeting the audience that is waiting just for you.

Think aesthetic

Once you’ve determined what it is you want to post about, the next step is to consider how you want your content to look. If done well, your aesthetic can be a niche in itself, attracting an audience that’s interested in the look and feel of your feed.

There are tons of articles on the Obviously blog that can help guide you through creating an aesthetic, but choosing a color scheme is a great place to start. You can also get inspiration from accounts you find appealing and build up on those concepts.  

Stay consistent

The final step to defining your niche is sticking to it. Once you’ve found something that works for you, it’s your responsibility to curate your content, making sure that everything you post is a good fit for your feed as a whole. People are drawn to you for a specific reason, and they’ll keep coming back if you’re doing it well.

Consistency is also important in terms of timing. Keep to a schedule and make sure you’re always posting around the same time, so your followers know when to expect something new from you. You can use Instagram stories to keep in touch on the days between scheduled posts.

While getting started as an influencer can feel daunting at first, finding the perfect niche is a great way to set yourself on the path to success.

Interested in collaborating with great brands?  Don’t forget to join Obviously’s influencer platform.

Emily BarozComment