The Trap of Niching Too Narrowly (And How to Escape)
For years, creators and business owners have been told to find a niche and stick to it. But after working with hundreds of clients on their personal brand, I’ve seen how this advice often hurts more than it helps.
So many clients and students have confessed: they feel boxed in by the pressure to only share one side of themselves. They’re multifaceted, with evolving interests and layered stories. And trying to squeeze all of that into one narrow identity doesn’t just feel suffocating — it’s unsustainable.
The truth is, it feels unnatural because it is unnatural. You’re not just one thing. None of us are.
The Problem with the “Pick One Thing” Advice
Picking one niche can feel tempting. It’s often sold as the key to success on social media — the idea that if you narrow down, you’ll gain more followers and grow quickly.
But here’s what usually happens (and I’ve seen this time and time again): niching down may bring the illusion of short-term clarity, but it rarely lasts. Over time, it feels restrictive. And worse, it zaps your energy. Every time you want to post, you run through the same mental gymnastics: Does this fit my niche? Will people be confused if I share this? Will I lose followers if I go off-script?
The truth is, you’re going to keep changing. Your interests change. Your story changes. And if your platform is built on one narrow identity, people aren’t actually connecting with you, they’re only connecting with a small facet of what you choose to show.
The Shift: From Social Media to “Interest Media”
Algorithms have changed, and so has the way people consume content. Feeds today aren’t built on who you follow, they’re built on what you’re interested in.
That means the more you share about what you genuinely care about, the more likely you are to reach new people. One post may reach readers who care about home. Another may reach people who care about writing. Another may connect with those interested in work or business.
Sharing many parts of yourself is not a weakness, or an inability to “niche down.” It’s exactly how people discover you.
You Are the Niche
The paradox is this: when you stop worrying about “niching down,” you actually become the most powerful niche there is — yourself.
Your audience is smart. They can understand that you’re a business owner and a mom. A coach and a writer. A home-renovation enthusiast and a storyteller.
When you show up authentically, sharing your interests, your stories, and your perspective, you create a brand that rises above time and trends.
That’s the ultimate goal: building a community of people who aren’t just there for one thing. They’re there because they enjoy following you.
Playing the Long Game
Yes, you might lose followers when you change your direction and start to share new things. I have. I did. When I stopped writing about lying alone and dating in Boston and began sharing about my relationship, I lost followers. But I also gained new ones who resonated with where my life was heading.
That’s the point. Your audience will evolve as you do.
The only way to sustain a creative career online is to share from a place that feels true to you now, not the version of yourself you’ve outgrown.
Final Thought
If you ever feel like you’re “too many things,” you’re not. You don’t need to find some illusive niche. The truth is, you are the niche.
Your mix of interests, experiences, and stories is what makes your presence online magnetic. When you share from that place, without censoring those parts of yourself, you build a brand that feels alive, authentic, and is truly sustainable.
And, hey, if you want support learning how to share your story in a way that resonates and grows your audience, join me inside Personal Brand Accelerator. We would love to have you.
