To Niche or Not to Niche
- Sharine Taylor
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When I first started writing, I didn’t really have a particular beat – which is a journalism term for an interest or topic that one would write about. I knew I wanted to write and my personal stories seemed like a good place to start—they were also the most familiar to me—so the early clips in my writing portfolio are filled with personal essays. As I began to write more, I found that I liked writing about music and culture, and specifically, Jamaican and Caribbean music and culture. These two topics are the subjects I write about the most, but once in a while, I may get into my personal essay bag.
As an influencer, both emerging and established, it is good to be cognizant of what kind of content you want to create, which will help you be mindful of who you’re marketing to. Are you interested in lifestyle? If so, is it travel? Make-up? Beauty? Fashion? All of the above? If not, let’s say it’s strictly fashion. Is it thrifting? Designer? Knowing the answer not only helps you, but helps potential clients, brands and companies who are considering working with you have a clear idea of whether or not you’d be a good fit for their campaign or project.
If you know what your interests are, pat yourself on the back. If you’re still wondering, fear not. Give it some thought. Ask yourself what kind of campaigns or projects would you like to be part of, and create small goals that will help you achieve them. Do you want to be invited on destination trips? Start up that Instagram page travelling locally. Consider a theme or colour palette to give your images a more cohesive look (you can find really great ones on Creative Market)!
Ultimately, you decide on whether or not you want to pursue one or multiple interests. The great thing is is when you are your brand, sometimes you don’t even have to limit what kind of interests you have. We’re all dynamic and complex individuals. So long as it makes sense, it shouldn’t be a problem, otherwise you’ll find yourself in undesirable situations like marketing contradictory products or campaigns. Secure the bag, but secure it with strategy!.