Niching Down Isn’t the Problem. Clarity Is.

Why staying vague is costing you brand deals.

I keep seeing creators say “I am the niche” as a way to avoid being specific about what they do.

And I get it. You’re multidimensional. You have a lot of interests. You don’t want to be stuck talking about the same thing forever.

No one is saying you have to commit to ONE thing. (I have no idea where this concept came from.)

No one is saying you have to commit to ONE thing FOREVER.

The creators who get to say “I am the niche” earned it. They spent years being known for something specific. They built trust with their audience in that lane. Then they expanded into other areas.

They didn’t start by doing everything. They started by mastering something.

It’s like how Beyonce can drop an album with no press run and drive massive sales.
That wasn’t always the case. Even for her. She put in years of work before she had that kind of pull.

So when a creator who’s still building their audience says “I am the niche” to justify being vague about what they do, I have to be honest:

You haven’t earned that yet.

How to think of niching down

Somewhere along the way, “niching down” became a dirty phrase.

Creators hear it and think: “You want me to talk about one thing forever. You want to put me in a box. You want to limit me.”

That’s not what it means.

Niching down is simply becoming known for something specific.

It might be one thing. It might be three to five things. But it’s something identifiable. Something your audience can associate with you. Something brands can look at and say, “This creator makes sense for our campaign.”

You can absolutely have multiple niches. But you need to be known and trusted in each one.

If you put “beauty” in your bio but there’s no beauty content on your page, you’re not a beauty creator. You just like makeup. That’s not the same thing.

The disconnect creators don’t see.

Here’s what I’ve observed from working with brands:

Brands are extremely specific about the creators they want. They come with detailed requests. Specific niches. Specific audience demographics. Specific content styles.

And then there are creators who want to be considered for campaigns but have no clear positioning. They post random content. Their page doesn’t tell a cohesive story. You can’t identify what they’re known for or what kind of audience they’ve built.

So now there’s a gap.

Brands want specific. Creators want to stay vague.

And then creators wonder why they can’t land campaigns.

Why this hurts you more than you realize.

When a brand is building a campaign, they’re not looking for “someone who posts cool stuff.” They’re looking for a creator who can convert in their niche.

If you’ve never posted about athletic wear and suddenly you want the Adidas campaign, what exactly am I supposed to tell the brand?

You haven’t built a case for why you’d be a good fit. There’s no content to point to. No proof your audience cares about fitness. No data showing you can convert in that space.

It doesn’t matter how much you love the brand. Love doesn’t get you on the campaign. Proof does.

And proof comes from having clear positioning, consistent content, and an audience that trusts your recommendations in that area.

The fear underneath the resistance.

I think creators resist niching down because they’re afraid of getting bored. Afraid of being stuck. Afraid of painting themselves into a corner.

But here’s what they don’t realize:

You’re allowed to evolve.

You can pivot. You can expand. You can add new pillars over time. Plenty of creators have done it successfully.

But they did it strategically. They didn’t start vague and hope to figure it out later. They built trust in one area first, then grew from there.

Clear positioning isn’t a life sentence. It’s a starting point.

What clear positioning actually looks like.

It’s being known for something specific.

It’s being able to solve a specific problem for your audience.

It’s having expertise that people recognize and trust.

It’s creating content consistently enough that your audience knows what to expect from you.

It’s having a page that tells a clear story so brands can immediately understand who you are, who you serve, and why you’d be a fit for their campaign.

That’s it. That’s all niching down means.

You’re not trapped. You’re focused.

The path forward.

If you’re still building your audience, here’s the framework:

Find your lane. What are you good at? What do you love talking about? What do people come to you for?

Own it. Create content around it consistently. Not once a month. Regularly.

Master it. Become the go-to person for that thing. Build trust with your audience.

Then expand. Once you’ve established yourself, you can grow into new areas.

This is how you build a community of people who actually care about what you have to say. And that community? That’s what brands want access to.

I’m not asking you to shrink yourself. I’m asking you to focus on getting clear on your influencer brand.

“I am the niche” sounds great. But it’s a statement you earn after years of showing up, building trust, and proving yourself in a specific space.

If you’re not there yet, that’s okay. But don’t use it as an excuse to stay vague.

Clear positioning isn’t a box. It’s a foundation.

Build it first. Then expand from there.