Do You Really Need a Niche in 2026? My Answer Will Surprise You - 869

Summary

Episode Overview

Podcast: Build Your Tribe | Grow Your Business with Social Media
Host: Brock Johnson
Episode: Do You Really Need a Niche in 2026? My Answer Will Surprise You (#869)
Date: January 26, 2026

Main Theme:
Brock Johnson dives deep into the evolving importance of “niching down” in social media, especially looking ahead to 2026. He challenges prevailing advice about the necessity of having a niche, analyzes why the niche conversation remains both relevant and controversial, and ultimately delivers a nuanced perspective: you don’t strictly need a niche to grow—but you might want one for certain goals. The episode blends creator perspectives, historical context, key social media trends, and actionable advice for entrepreneurs and creators.

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1. The Niche Debate: Setting the Stage

• Creators Speak Out: The episode opens with soundbites from content creators expressing frustration with the pressure to “niche down.”
  • “The more I was posting about just one topic, the more I was trapping myself into that topic.” – Content Creator 1 (00:00)
  • “The worst thing you could do on TikTok is just pick a niche and stick to it… You’ll just become a one trick pony.” – Content Creator 2 (00:05)
  • “You, my friend, are the niche. Being for one thing is outdated…” – Content Creator 3 (00:29)
  • “What’s not been done is you. You’re the niche.” – Content Creator 4 (00:37)

Tone: Real, candid, and slightly rebellious. The setup frames the central question: Is having a niche still required in today’s landscape?

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2. Defining “Niche” and Why It Mattered

• Brock's Definition: Niche = “The who and the what”—the specific demographic or subgroup you are targeting and the main topic you post about. (00:49)
• Historical Examples:
  • Social apps started niche: Instagram began as “Bourbon,” a platform for bourbon drinkers. “It’s because of that super clear niche that it was able to build raving fans early on…” – Brock Johnson (01:55)
  • Other brands: Amazon (used books), Facebook (Harvard only), Airbnb (air mattresses for conference-goers), eBay (Pez dispensers).
  • Early influencers: Perez Hilton, Tila Tequila, Fred, Kim Kardashian—all initially grew without strict niches, often just posting about themselves. (04:26)

Notable Quote:
“Instagram, the platform that now has 3 billion monthly active users, got its start in a super niche way.” – Brock Johnson (01:55)

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3. The Algorithm Changed Everything

• Pre-algorithm Era: You could become famous for your personality; uniqueness and novelty were enough.
• 2016: Algorithm Arrives:
  • Instagram’s first algorithm started categorizing content. If you wanted to grow, you needed a niche for three main reasons:
    1. Algorithm Favor: Easier categorization, better targeting.
    2. Creator Clarity: Knowing what to post avoids “analysis paralysis.”
    3. Audience Clarity: Followers know what to expect and can consistently find content they like.

Notable Quote:
“In the very, very early days of … the Internet, we followed people because we thought their personality was interesting and unique… But now there are millions of [similar creators], so it’s less novel.” – Brock Johnson (07:41)

• Data Point: ManyChat’s 2025 Creator Report—number one reason people say they follow someone is “they post content I consistently find useful or entertaining.” "Consistently" is key. (08:44)

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4. The New Era: TikTokification and Algorithm Speed

• Major Shift:
  • The “TikTokification of Social Media” has made the algorithm faster and more responsive.
  • Algorithms now prioritize current interests (this hour, this day) over general past interests. (09:19)
• Platform Examples:
  • Instagram now also focuses on current engagement, not just who you follow.

Scenarios:

• Example: If Brock, usually shown cooking videos, suddenly binges Formula One content, TikTok and now Instagram will start showing F1 posts—fast. (10:30)

Key Insight:
“If you create content that people would be interested in, the algorithms theoretically should show it to the people who would be interested in it, even if that content is different than what you normally post.” – Brock Johnson (11:28)

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5. Creators & Audiences Want Variety

• Burnout: Both creators and audiences get tired of the same content/niche over and over.
• Example: Marques Brownlee (MKBHD), a major tech creator—most fans don’t watch every single upload, and long-term repeated engagement is rare, because people crave variety. (12:23)

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6. Brock’s Surprising Answer: “Do You Need a Niche in 2026?”

No, you do not need a niche to grow on social media in 2026. but… (14:10)

When a Niche Still Matters

Brock outlines three critical circumstances where having a niche remains “essential”:

i. For Loyal Followers (Superfans) [14:10]

• Niche is key to creating “superfans”—people who advocate for and return to you repeatedly.
• Reference: Pat Flynn’s book Superfans.

Quote: "If you can't get those followers to continually come back to your posts... then having a large number of followers is really not that impressive." – Brock Johnson (14:35)

ii. For Building a Brand [19:26]

• Brands have “pillars” or “cornerstones” that people consistently count on.
• If you want to build a recognizable personal or business brand, you need a niche.

iii. For Building a Business [20:13]

• All major businesses started with a strong, clear niche before expanding.
• Brock’s “tree” analogy: Start with a solid trunk (niche), branch out later.

Quote:
“If you are branching out too soon, you’re not going to be this big beautiful tree. You’re going to be this little tiny bush… Or even worse, a weed … never reaching your full height and potential.” – Brock Johnson (20:51)

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7. Advice for New Creators

• If you’re just getting started and exploring what to focus on, experiment with different content—a period of non-niche creation is OK for self-discovery.
• But: Don’t expect rapid growth in this phase.

Quote:
“If for you, creating content is just an art form… then no, you don’t need a niche. Post … whatever you’re into.” – Brock Johnson (21:54)

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8. Takeaways & Action Steps

• If you want maximum growth & engagement: The algorithm now allows you to experiment—but clarity around niche is still powerful for loyal audiences, branding, and business-building.
• If you're in it for creative self-expression: Niche less important, post what you love.
• For building a sustainable online business: Start with a focused niche, expand once established.

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9. Notable Quotes

• “You, my friend, are the niche.” – Content Creator 3 (00:29)
• “[Having a niche] gives you clarity as to what you can and should post about each day.” – Brock Johnson (06:48)
• “The algorithm now cares about what you are immediately interested in…” – Brock Johnson (09:30)
• “No, you do not need a niche to grow on social media in 2026. But…” – Brock Johnson (14:10)
• “My guess is, that’s not you. And so that’s why I’m going to ask you to subscribe to this podcast.” – Brock Johnson (21:54)

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10. Key Timestamps

• 00:00-00:49: Creators voice anti-niche perspectives
• 00:49-04:26: Brock defines “niche” and gives business/social media history
• 06:46-09:17: The algorithm's effect on niche necessity
• 09:19-12:23: Rise of TikTok, algorithm speed, and changing user behavior
• 12:23-14:10: Variety & creator/audience burnout, transition to Brock’s new answer
• 14:10-20:51: When a niche is still essential – superfans, brand, business, tree analogy
• 21:00-end: Advice for new creators and closing thoughts

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Overall Tone & Utility

• Tone: Direct, enthusiastic, slightly irreverent, practical.
• For Listeners: The episode gives permission to experiment, but reinforces the importance of a niche for long-term business and brand success. Brock balances changing trends with foundational principles.
• Ideal For: Anyone questioning whether to niche down on social media—or feeling stuck, burnt out, or ready to branch out.

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In short:
You don’t need a niche to get started or to grow on social media in 2026, thanks to fast-moving algorithms and changing culture. But if your goal is loyal superfans, a strong brand, or a successful business, choosing a clear niche is still the best way forward.

Transcript

[Content Creator 1]

I used to try to niche down, but I realized the more I was posting about just one topic, the more I was trapping myself into that topic.

[Content Creator 2]

The worst thing that you could do on TikTok is just pick a niche and stick to it. If you just pick a niche and all you do is make these like Pizza Hut videos, then all you're gonna be able to do is post Pizza Hut videos and nobody will care what you have to say or what kind of clothes you like, or what you like to eat or what TV shows you like or anything that makes you you. You'll just become a one trick pony. And you need to stop letting people tell you that you need to niche down to get a following.

[Content Creator 3]

You, my friend, are the niche. Being, for one thing, is outdated because the moment you post about your other interests, no one engages.

[Content Creator 4]

People want to be original. I want to break through. I want my own niche. I want my own lane. They're all taken. They've all been done. What's not been done is you. You're the niche.

[Podcast Host]

Do you really still need a niche in 2026? My answer might surprise you. But before we talk too much about whether or not you currently need a niche, and it's important to understand what the heck even is a niche. And how did we get to the point where this conversation has become such a heated debate? There are lots of different definitions for the word niche and even multiple ways of saying it. Some people say niche, some people say niche, but I specifically define niche as the who and the what, the demographic or subgroup within a population that you

[Podcast Co-host]

are going to be posting for.

[Podcast Host]

And the specific topic that you are going to be posting about. The year is 2010. There's a social media app that is blowing up in popularity called Bourbon. Bourbon was a social media app that was just for, you guessed it, bourbon drinkers.

[Podcast Co-host]

It was kind of like Yelp, but

[Podcast Host]

specifically for people who were avid fans of the alcoholic beverage bourbon. And so bourbon drinkers could talk about the local pubs and bars in their area.

[Podcast Co-host]

They could check in, add photos, add

[Podcast Host]

comments, use different filters on their pictures of their bourbon, and just generally use

[Podcast Co-host]

it as a social media platform.

[Podcast Host]

So specifically for this one community. Now, you probably haven't heard of bourbon unless you've heard me speak on stage or you've heard me tell this story before. But bourbon was super popular within its niche community. It was super popular within the community of bourbon drinkers. And bourbon, because of that, continued to grow, it continued to evolve, it continued to forget about or remove the features that people weren't really using and continued to double down and expand upon the features that people were using, like the ability to post photos and comment on each other's photos and add special filters to the pictures that people were posting. And eventually Bourbon grew and expanded to the point that they realized we have a real gold mine on our hand. This can be a social media app that's not just for bourbon drinkers, but for people all over the world. And so Bourbon rebranded and became Instagram. That's not hyperbole, that's not a joke. That is a true story. Instagram, the platform that now has 3 billion monthly active users, got its start in a super niche way. And it's because of that super clear niche that it was able to build raving fans early on. And because of those raving fans, it was able to figure out what its strengths were, what its weaknesses were, what it could double down on, and what it could forget about. And so it could eventually change and rebrand and grow and evolve, and less than three years later, become the billion dollar business that that meta purchased. So, truly, since the dawn of Instagram, or maybe I should say Bourbon niche has been key. But Instagram isn't the only platform to get started with a super clear niche. Some other notable companies that you may have heard of that got started with a specific niche are Amazon, who got its start as an online used book resale website. Facebook got its start as a social network specifically for Harvard students. Nobody else. Airbnb got its start as a rental platform for air mattresses. That's where air and Airbnb comes, but specifically for business conferences. So if you were going to a business conference, you could stay on someone's air mattress in their apartment and rent that out. Ebay got its start as a platform to sell collectibles, specifically Pez dispensers. I could keep going, but I'll stop. Because contrary to some of these really big businesses, a lot of early influencers and creators didn't really have a niche in the early days of the Internet. There were mom bloggers, there were influencers, there were people who were gaining a lot of popularity without one specific thing that they were focused on. For example, there was Perez Hilton, who didn't really have a clear niche and just kind of talked about anything that was going on in the tabloids. Drama, chaos, anything. There was Tila Tequila, who was a Facebook influencer, who was pretty much just famous for being famous. She posted about whatever she wanted to, everything in her lifestyle, every part of her personality. And that's why people became fans of hers. I know that as a kid, I followed Fred on YouTube, who was a character. He didn't have one specific thing in all of his videos. He didn't make content about one specific topic. He was just kind of a funny character who posted on YouTube. And of course, maybe the most famous example of all is Kim Kardashian, who, yes, might have initially became famous for one specific thing, if you know what I'm talking about. But generally she became popular for her personality. And the Keeping up with the Kardashians show, which premiered in 2007, really just followed her and her family through all the different things that they did in their life, documenting their entire lifestyle without a clear value proposition or unique niche or lane that they were in. But in March of 2016, that changed forever when Instagram introduced their first algorithm. And the job of the algorithm to define it loosely is to show people the kind of content that they would be interested in. And in order for Instagram or any algorithm to determine what kind of content you would be interested in watching, it has to categorize content. It has to differentiate between NASCAR and nail techs. And so this was the dawn of the niche era within social media. Essentially, if you wanted to grow, you needed to have a niche, and that's largely how things have stayed for the last 10 years. For the last 10 years, having a clear niche has been essential for three key reasons. Number one, we kind of already talked about it. The algorithm. When you have a clear niche, or when you consistently post about one topic over and over again, the algorithm can learn what that topic is, and it can better categorize your posts, thus allowing you to show up in the feeds of people who would actually be interested in seeing your posts. Number two, it provides clarity for you. You now know what to post about. While I know there might be some people listening today who feel like having a niche is going to be too constricting or niching down is going to pigeonhole themselves, and they're not going to be able to talk about all the different interesting things that they're interested in.

[Podcast Co-host]

But I know for a lot of

[Podcast Host]

other people, having a niche provides clarity. It's kind of like the paradox of choice when you open up an entire wardrobe and you have hundreds of different shirts and pants and combinations you can wear. Sometimes people get analysis paralysis and they can't make a decision because they're presented with too many options. Instead, when you limit those options, or in social media's case, you limit the different things you could post about to just your niche or maybe your niche and a couple other little things. It makes posting much easier for you. It gives you clarity as to what you can and should post about each day. And third, probably most importantly, it provides clarity for your potential followers. In the very, very early days of social media and the Internet, we followed people because we thought their personality was interesting and unique. But the reality is there were so few people posting online regularly pre2010, especially compared to nowadays.

[Podcast Co-host]

That personality stood out much easier if

[Podcast Host]

you were a mom blogger.

[Podcast Co-host]

That was revolutionary.

[Podcast Host]

There weren't very many mom bloggers at the time. And so even if you didn't have a crazy personality, just by simply posting about your life without a niche, people would be willing to follow you because you were unique. It was revolutionary, it was new. But now there are hundreds of thousands, probably millions of mom bloggers, millions of moms posting about being a mom and posting about their lifestyle on Instagram. And so it's less novel, it's less unique, and it's less worth following nowadays. And really, for the last 10 years, we follow people because we're interested in their niche. We follow people because we say, oh, hey, they can teach me something. They can create content we're interested in. In fact, Even just recently, ManyChat put out a creator report where they polled people on a variety of things, including why they follow. And according to said report, by far the number one reason even to this day that we say we follow someone is they post content I consistently useful or entertaining. And I think there's one key word there consistently. They are consistently posting something that I am interested in. And if you are posting about all of your different interests and passions and hobbies, it's very unlikely that someone is going to be interested in all seven of those topics. And if they're only interested in one or two, then when you post about the other five or six, you're not going to get very much engagement and a lot of your followers are going to be left in the shadows. So like I said, for the last

[Podcast Co-host]

10 years or so since Instagram introduced

[Podcast Host]

their first algorithm, that's how things have pretty much progressed.

[Podcast Co-host]

That's why every social media expert for

[Podcast Host]

the last decade has been preaching about the importance of niche. But things have changed. Number one, the TikTokification of social media has occurred.

[Podcast Co-host]

Just like in 2016, Instagram introducing their

[Podcast Host]

algorithm revolutionized social media. TikTok introducing their algorithm in 2019 revolutionized social media all over again. But it's just taken a few years for all of the other social media apps to catch up. And essentially what the TikTokification of social media means is that the algorithm is much faster than ever before and the algorithm now cares about what are you immediately interested in? Basically today or this hour or within the last few minutes, what are you most interested in? What are you most paying attention to? And can we show you posts relating to that rather than the way the Instagram algorithm has functioned for the last decade, which is what topics are you generally interested in? Who have you followed in the past, and how can that help us predict what things you would be interested in today? For example, for the last decade, if on Instagram, I have been following people who make cooking videos, I've been following people specifically in the high protein niche or in the meal prepping niche within cooking, well then Instagram's algorithm is going to think, okay, Brock wants more cooking videos and it's going to continue to show me posts from other people who make meal prep high protein cooking videos. But then if on one specific day I'm hyper fixated on something, let's say it is the Formula One World Championship and I'm watching a bunch of videos and I'm consuming a bunch of content about that, for the last 10 years, the Instagram algorithm hasn't really adapted very quickly. It's still going to keep showing me food content, even though I'm telling it today. Right now I'm interested in Formula One. What TikTok said is we're going to care a lot less about who you've followed, even who you followed recently, and we're going to prioritize the content that you've engaged with recently. So the TikTok algorithm can say, yeah, Brock, you have been following food creators for the last 10 years, but today you're interested in the Formula One World Championship. And so we're going to show you more videos relating to that. And that's why TikTok blew up in 2020 and has stuck around ever since. That is also why Instagram, Facebook, YouTube and all these other platforms have quickly TikTokified their own algorithms to prioritize this same thing, to prioritize speed and what you are interested in today rather than who you followed and what preferences you've shown in the past. And the way that this has impacted niche is pretty drastic. Now if you create content that people would be interested in, the algorithms theoretically should show it to the people who would be interested in it, even if that content is different than what you normally post. For example, if all of my posts are about rock climbing tips for women in their 40s who are getting into rock climbing. And I make one specific post about Stranger Things and the different hairstyles in the Stranger Things finale and how people achieve those different hairstyles. Well, then the algorithm will show it to people who are interested in Stranger Things and who are specifically interested in the hair of the 80s in Stranger Things. So, in a pretty major way, the TikTok ification of social media has made having a consistent niche far less important. The second major thing that's changed in the last 10 years is that many creators and many consumers have become burnt out over just hearing about the same topic over and over and over again. I think about even some of the biggest creators in the world who have a specific niche, like Marques Brownlee, mkbhd, who pretty much exclusively posts tech reviews. There's a pretty good chance you've seen one of his videos before. I know, I've watched quite a few of them. He's a great storyteller, he's a great content creator. And I am in no way saying that his channel is dying. He's got over 20 million subscribers and he's continuing to grow. However, I must admit, even myself personally, and maybe this applies to you as well, I don't consistently watch every single thing that he uploads every single week. And if you do, if you do watch every single video that he puts out every single week, my guess is that you haven't been doing that for years. My guess is that 95 to 99% of his audience has not been watching every single upload for more than a few months. And that's just the reality of human nature. Both as a creator and as a consumer, we crave variety. We crave the different things that we are interested in. Right? We're all a unique butterfly with all of these different interests and passions and hobbies. And so it makes sense that many creators struggle to stick to a niche and many consumers struggle to just consistently consume one person's content over and over and over again. With some exceptions, of course. So with all this being said, my answer, no, you do not need a niche to grow on social media in 2026.

[Podcast Co-host]

But.

[Podcast Host]

And there's a pretty big but, and I cannot lie, while you do not need a niche in general, I do believe that it is necessary for the following three things. Number one, having a niche is still essential if you want loyal followers, which is, I think, something that we all want. Getting a bunch of followers is cool, but if you can't get those followers to continually come back to your posts. If you can't get those followers to become customers every time, to sign up for everything that you put out, and to engage with everything that you create, then having a large number of followers is really not that impressive.

[Podcast Co-host]

Essentially, what I'm talking about here is

[Podcast Host]

superfans, and there's a great book by my good friend Pat Flynn who called Superfans that talks more about this topic. But one of the core principles of building superfans is having a clear demographic or having a clear niche, or having a clear problem that you can solve for a group of people. That's what allows you to be known. That's what allows them to flock to you, recommend you to their friends, and become not just followers, but super fans of you or your brand. Speaking of brand, the second thing that having a niche is essential for is a brand.

[Podcast Co-host]

As someone who cooks about 95% of their meals at home. And no, that's not an exaggeration. Usually the only meal that Tay and I eat out each week is our Sushi Saturday. What we eat, what we prepare, it

[Podcast Host]

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[Podcast Co-host]

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[Podcast Host]

Whether your brand is your business or your personal brand, brands oftentimes have cornerstones. Or to use another architecture analogy, they have pillars, they have certain things that are not going to change, certain things that people can count on and keep coming back for. If you want an entire episode about personal branding, I did that a few weeks ago and I think it's super valuable, super underrated episode, so I'll link that somewhere so you can go check out that. But in order to have a brand, I talk about it quite a bit in that episode. A niche is key. And then the third and final circumstance where having a niche would be essential is having an actual business. Like we talked about at the beginning of today's episode, pretty much every big business that you can think of in the world got its start with a clear niche. I like to think of it kind

[Podcast Co-host]

of like a tree.

[Podcast Host]

You build the trunk first, and I know this isn't how trees grow, but just stick with me for a second. You build the trunk first, you grow the trunk first. And the trunk is just one singular thing. It's not branching off in a million different directions. It's just one singular clear focus. And then eventually, once it gets big enough, once you're happy with the size, then it can branch out, then it can pivot, then it can rebrand, then it can kind of lean and grow in different directions. But in order to be this big beautiful tree that's reaching people all over the world, you have to start with that solid foundation. If you are branching out too soon,

[Podcast Co-host]

if you're posting about all of your

[Podcast Host]

interests and passions and hobbies and everything that makes you you in the early stages, then you're never going to become known in the first place. And you're not going to be this big beautiful tree. You're going to be this little tiny bush on the ground. Or even worse, you're going to be this weed that's kind of growing out in all directions, but never truly reaching your full height and potential. And so if you're just getting started and you have no idea what you want to post about or what you want to be known for online, knock your socks off. Post about everything that you're interested in, but don't expect to grow very much during that period.

[Podcast Co-host]

Instead, that period of time is going

[Podcast Host]

to be used to discover what sort of niche you might want to have, what specific topic you're going to focus on, what specific demographic you're going to lean into. If for you, creating content is just an art form, you never really want to monetize it. Like, sure, it would be great if you made some money, but your goal is not to build a business. Your goal is not to build customers or clientele or anything like that. You just want to creatively express yourself. Then no, you don't need a niche. Post about and create content about, make videos and take photos about whatever you're into on that particular day and time. My guess is that's not you. And so that's why I'm going to ask you to subscribe to this podcast.

[Podcast Co-host]

Because every single week, I put out

[Podcast Host]

helpful tips to help you grow your online business, increase your following or your views or your engagement on social media,

[Podcast Co-host]

and build your tribe.

[Podcast Host]

Thank you so much for being here. And as always, happy networking.