What To Post If You Don’t Have An Instagram Niche
Looking for an Instagram niche? If you’ve been on the platform as a new business owner there is a stilettos high change you’ve seen regurgitated advice along the lines of “the riches are in the niches” or “niche down to blow up.” It’s true that marketing to everyone is marketing to no one. But it’s a false choice between having a business niche and Instagram marketing success.
In this guide, I’ll show you how to create an instagram content strategy even if you’re multi-passionate or haven’t commitment to a business niche. I’ll introduce to you the concept of transformation-based marketing, which lies in relaying the true mission and message behind your brand to make sales without coming across as salesy.
What is a Niche on Instagram?
A niche is a set of clients or customers with unique needs or specific preferences or those with a defining characteristic that naturally segments them from the broader “mass” market.
When you “niche down,” you’re speaking to a hyper targeted group of individuals.
As Social Sprout explains, many companies adopt this strategy to support an underserved population and reap the rewards of brand loyalty.
Markets with the “niche” definition are subsets of larger markets with their own unique preferences and needs. For instance, the “makeup” sector is broad, but within that market, there’s also makeup for problem skin, makeup for professional artists and so on.
Instagram Niche Examples
Art & Design Digital artists, traditional painters, calligraphers, tattoo artists, illustrators, etc.
Photography: Landscape photography, portrait photography, drone photography, wildlife photography, etc.
Mental Health & Wellness: Mindfulness practices, meditation, self-care routines, personal growth tips, etc.
Business & Entrepreneurship: Startup stories, business tips, digital marketing, e-commerce, etc.
Instagram For Multipassionate Entrepreneurs
But what if you’re a multipassionate entrepreneur? Or being boxed into a niche makes you claustrophobic?
As fitting as a niched down strategy might be for some entrepreneurs, others might feel alienated by this infamous advice. Rest assured you’re not alone.
There are many Multi-passionate entrepreneurs — self included — that also get itchy at the thought of containing all their ideas and passions into one box or only speak to one type of person.
I was relieved to find out their are many examples of successful multipassionate entrepreneurs who just so happen to be multimillionaires — as Rich Barton, the founder of Expedia, Glassdoor, and Zillow, can attest to.
New York Times Best Seller and Host of Marie TV, Marie Forleo, is perhaps on of the most iconic niche-less content creators. While others many tell us “women who want to start a business” isn’t narrow enough, Marie begs to differ.
What Is Transformation Based Marketing?
There are better ways to define your audience than by starting with finding a niche. Instagram, with its billions of users, is a hotbed of various niche communities. From food bloggers to adventure enthusiasts, from makeup artists to DIY crafters, every possible niche exists on this platform.
For entrepreneurs looking to market on Instagram, the challenge becomes: How do you attract a varied audience without becoming too generic or losing the essence of what you offer? Transformation-based content marketing focuses on showcasing the outcome or the value your product or service provides, rather than just the product or service itself.
For example, instead of marketing a skincare product, you focus on the transformation – from blemished skin to clear skin. This kind of content appeals to a broader audience because it focuses on outcomes and experiences.
My experience as a journalist has taught me the power of storytelling and its universal appeal. In my former career as an NBC journalist and magazine editor, a day could start with a charity bake sale and end with a town hall showdown. Versatility mattered.
But it wasn’t just about being multifaceted — it was having a big picture understand of how all the pieces fit together to best serve the readers and viewers in those community.
Whether it was covering groundbreaking events or ecological concerns, the essence remained the same: communicating effectively to the audience.
Using transformation-based content marketing on Instagram, you can narrate stories of how your product or service brought about change, resonating with audiences.
Benefits Of Transformation-Based Content Marketing
Transformation based content brings the roadmap to life. When you express how you can get a potential client or customer from A to B you can expect benefits like:
Emotional Connection: By focusing on transformational stories and results, you tap into the emotional psyche of your audience. This creates a deeper bond and trust.
Valuable Content: Rather than just listing features or benefits, transformation-based content marketing demonstrates the actual value of a product or service in real-world scenarios.
Higher Engagement: Transformation stories, especially when visually represented, can lead to higher engagement rates on social media platforms, as they are relatable and inspiring.
More Sales: When potential customers see real results and transformations, they are more likely to make a purchase.
Supports Higher Pricing: Brands that can demonstrate tangible value and transformation can often command a premium price.
Content Consistency: Transformation-based content pillars provide a consistent narrative for content, ensuring that brand messaging remains coherent across different platforms and channels.
What To Post If You Don’t Have A Niche
Outcomes Focused
fI you want to be a career coach but aren’t sure if you want to help college kids or Fortune 500 CEOs, what’s the through line transformation you provide?
What can you share about that end goal for both those groups? What feelings come out of the transformation? What expertise helps them get to the other side? Talk about that.
As you tackle content creation from this angle, think of content as a living, breathing portfolio of what you can do with your skill set. Let your content celebrate that the transformation you provide doesn’t have to be limited to one group of people!
Swipe the transformation-based content strategy that grew my client’s Instagram reach by more than 200%. It’s inside Content Crafters.
2. Focus on Expertise & Values
What makes you qualified to do what you do or talk about what you are talking about in your content?
This works really well for service-based businesses.
Gaining trust comes from showing your chops and not going out of your way to becoming the “expert” in your field.
Similarly, it works for product-based businesses. An artist, for example, could show her process, her inspiration, how she chooses her color, etc.
I love the concept of showing people how you’re improving at your craft. It’s excellent behind the scenes for all businesses.
3. Know What’s Valuable
Valuable content is content that provides significant benefit to its intended audience, meeting their needs, answering their questions, or solving their problems.
It resonates with readers or viewers, offering them something they consider to be of worth, whether that's in the form of knowledge, entertainment, inspiration, or guidance.
Context is key. Comprehensive content that covers a topic in depth can be more valuable than superficial content, especially for readers looking for detailed information or guidance. Share your experience, infuse your view points, how do your passions intersect?
Have fun trying out different content and exploring other avenues while using some top copywriting tips.
Most importantly, make sure you focus on providing value to your audience no matter what. As long as you put them first and have fun doing so, I have no doubt that you’ll stumble onto the content you love to create.
Create A Transformation-Based Content Plan
You don’t have to niche down before you’re ready — and I am so glad I didn’t. I’m so thankful, I didn’t have to become something that limited my capabilities and interests. Like, “the copywriter for interior designers of multimillion estates” or “the content strategist for Pilates instructors.”
Instead, I get to work with business owners in both niches, and more niches, by creating content that attracts clients who benefit from my work instead of appealing to one tiny segment of all the people I am qualified to serve. This is what I call transformation based marketing. By focusing on ideal buyer outcomes creating content is easier to speak directly to the dream audience you’re hoping to connect with.
Transformation based marketing has been the foundation for my content strategy and those of my content marketing consultancy clients. Over the last year threes, it’s lead to booked out workshops, eye-poppingly profitable launches, and partnerships with next-level one-on-one clients.
Ready to build your own transformation-based content strategy? Learn how and swipe all my templates, prompts, and plus monthly content calendars inside the Content Crafters membership.
