One of the biggest myths in social media, content creating and working in the influencer space? Being “too late” to the game. I speak with aspiring creators and their unanimous hesitation usually stems from feeling like they can’t break into the “saturated” market. I’m going to go ahead and burst your bubble: there’s no such thing as an “oversaturated market” if you’re great at what you do. Let’s dive into a few ways anyone can level up their content and make it in the social media world.
Always Evolve
What’s trending? Social media platforms are constantly evolving, introducing new features and updates to keep users engaged. It’s wild to think that Instagram began as a photo sharing app. As a creator and consumer, the shift from chronological content, a deep emphasis on video media, location tags and trending audio are a few of the more prominent changes. Sometimes it feels impossible to keep up! This dynamic environment creates a continuous demand for fresh and creative content. As a content creator, adapting and utilizing these new features is key.
Continuing to evolve with the “trends” is essential when it comes to growth and success in socials. What’s loved by one audience doesn’t always translate to another. For example. my Facebook following has a vastly different response to the exact same post I share on Instagram. The same with Tiktok, Pinterest and the newest platforms popping up each day.
Niche Content
To Niche or Not to Niche? Broad niches may seem crowded, but there are countless sub-niches that make it a little less overwhelming. For example, being a “foodie” account gives you the freedom to explore eats, share recipes and everything that lands in the consumable category. Focusing on a specific niche allows you to cater to a targeted audience, build a dedicated following, and establish yourself as an “OG” or specialist in that area.
When to Expand: In my early days, nearly all of the content I pushed focused on clothing. After having my children, evolving into an overall lifestyle page made the most sense. Trading in one super specific niche allows me to bring my audience along with everyday life in the most genuine tone. Social media has really shifted from the “picture perfect” vibe. Consumers crave a more authentic, “you’re my internet bestie” tone in content.
When looking to expand, try a formula like this:
👉🏼 70% of content should continue to focus on the original niche utilized to built your audience. When expanding into an overall lifestyle niche, I kept 70% of content in the style category so it wasn’t a total shift for my following. This keeps the bulk of content relevant with the community you’ve built, while giving you wiggle room to grow.
👉🏼 20% of content can move into your secondary niche. Before you get too excited, I would suggest creating a bundle of draft content. One of these categories for my content is family. Followers always wanted more family photos, behind the scenes on birthday party planning, what to pack for a family getaway, etc! Ensure it’s something you really love discussing and can see being an asset to your audience.
👉🏼 10% of content can be reserved for whatever you choose. For me, at least 10% of content is focused on what I’d like to emphasize in future content. For example, I love sharing home decor and DIY projects. Making sure a minimum of 10% of content showcases this helps blend it into my feed, get audience response and hopefully help in pitching brands for future partnerships.
Each platform and audience will have a different response in broadening your content. These are just suggestions if you’re looking for a place to start. I currently focus my breakdown into 40% style, 20% travel, 20% family, 10% DIY and home content, ending with 10% towards helping other creators with suggestions like these Tip Tuesday posts. No matter how you end up dividing your focus, maintaining a genuine connection with your audience is the most essential focus.
Consistency is Key
Think about it this way: why would someone hire you if you had big gaps in your resume? The same is to be said when it comes to landing partnerships. Your social media is your resume. When you treat something like a hobby, it’ll always remain a hobby. Without consistency, content creation cannot feasibly become your career.
95% of the time my job is doing what every small business owner is doing: every little task to keep it running. I play secretary, accountant, advertising team, photographer… I try to increase my skills in the ever-changing content world and trends. Not to mention, showing up consistently with my audience. Being consistent in every area is essential, even when it’s not what you envisioned in this line of work.
So, what do you think? Ready to join in the crazy world of content creation? Let me know your thoughts below!
