TikTok Niches: How to find Yours & Why it Matters
- Bryan Olivares
- Apr 22
- 6 min read
Information in this blog post was obtained from Hubspot.
TikTok Niche
If you've read my last post, "TikTok Algorithm: How It Works & How to Use It," you may already have a strategy for creating engaging content. Well, what type of content are you going to actually make? Are you planning to follow every trend that pops up, or are you ready to narrow your focus and build within a niche? Trying to make content on everything and anything can be overwhelming, discouraging, and can hurt your visibility on TikTok's algorithm. In this post, you'll learn what a niche is and how to find it by narrowing your content's focus, learn how to build a niche, and explore different strategies to keep your niche relevant.
What is a Niche?
Niches are specialized or specific categories that exist within broader markets. They help you carve out a space where your content can really resonate with a targeted audience. For example, the broad category might be Health and Wellness, but your niche could be Hiking and Camping for Beginners or even Solo Hiking Tips. The more specific you get, the easier it becomes to build authority, attract a loyal audience, and create content that feels personal and consistent. TikTok favors this type of content, and here’s why: the algorithm is designed to serve content to users based on consistent behavior and interests. If one day you're posting videos about gaming and the next day you're breaking down the history of a car company, you’re sending mixed signals. These are two completely different audiences. Neither group is sure what to expect from you. People who follow you for car content might not care about gaming, and vice versa. Not only do you lose the chance to build authority in one area, but TikTok may also struggle to figure out where to place your content in users’ FYP. When your content is too broad, you dilute your reach and make it harder for the right audience to find you. It is far better to be specific and build trust and authority among your targeted audience. Creators, such as pepper.steps, have a successful TikTok following of 70.5K followers with 1.7 million likes (at the time of writing this). She has found her niche in outdoor exploring and gained authority, as proven by her analytics.
Finding a Niche
The easiest and most effective way to find your niche is to analyze your own interests. Ask yourself questions like:
What hobbies or skills come naturally to me?
What do I enjoy learning?
How do I spend my free time?
Asking yourself these questions can help narrow down content topics and/or ideas that feel authentic to you. TikTok viewers can instantly tell when you're genuinely interested in what you're talking about. You may also want to look at your behaviors online to learn about the content you consume and ask yourself:
What type of TikToks do I watch most?
Why do I follow specific creators? Is there a pattern?
Which videos do I interact with? How do I interact with them?
Your interests as a consumer often reflect what you might enjoy as a creator. On rare occasions, you might be good at something that isn't directly your passion. An example could be creating educational content on how to understand the housing market and communicating that to your audience. You may find the topic of the housing market - a niche found in the broad category of finance - boring but enjoy helping people such as your audience.
Finding a niche can be both easy and frustrating. On one hand, you may know what you're looking for, and on the other, you may have too many interests to choose from. Using the questions above will help narrow down your niche and can help you plan content, but you first need to know what your content pillars are within your niche.
Building a Niche
You have your niche - great! But what do you actually plan on showcasing within that niche? You can think of content pillars as sub-niches or core themes/topics that your content will consistently revolve around. When you're building a niche, you want to remain consistent with your content pillars to build a personal brand. Here's why:
People will know what to expect when they follow you
Helps the algorithm categorize you correctly
You won't have to think too hard for ideas on a daily basis
Helps build authority
Using pepper.steps as an example - within her niche of outdoor exploring - she has content pillars that align with her personal brand and are all consistent. Her content pillars are:
Gear Tips
Safety and Survival
Fitness and Training
Outdoor Education
Mindset and Motivation
When people follow pepper.steps, they know what they're getting in terms of content. Why? Because she remains consistent with her content pillars, and as a result, her personal brand has gained an authoritative presence within the broad category of Health and Wellness, in the niche of Outdoor Exploring. For more information on personal brands, check out McKinsie Woodworth's post here.
Niche Strategies
Once you find your niche through your interests and build it through content pillars, you need to know how to keep your niche relevant in the ever-changing algorithm of TikTok. What this means is don't become boring. TikTok thrives on fresh and engaging content. Even within a specific niche, your audience expects variety, creativity, and value. If you're posting the same type of video over and over, people will scroll past it no matter how good it is. How do you keep your content relevant? At the beginning of the post, I mentioned that following these trends can get you lost in the sea of content. However, in the case of niches, it is typically a smart strategy. This doesn't mean copying someone else's popular video. Instead, pay attention to their format/style. Are they using one of the following formats/styles for their content:
How-tos
Storytimes
POVs
Vlog
Duets/stitches
Voiceovers
Interview
Some content creators even take advantage of series/playlists on their TikTok profile, a section where you can create a list of videos that can be dedicated to a single content pillar. Another strategy is checking to see what is trending when you search for your content pillars. When you search Safety and Survival, do you see more topics on how to start a campfire, how to filter water in emergency situations, etc. As a content creator, you must adapt to trends, listen to feedback, and evolve with your audience. This will help you identify your niche content pillars and aid in personal brand growth. For more information
Be Consistent, Remain Relevant
Finding your niche can be a hit or miss, especially when it comes down to deciding what you will have your content revolve around. It's a big commitment because you'll spend time and resources producing content for the niche. It may seem obvious to make content on what you like doing or what you're good at, but some would rather follow trends and that's okay too. It is the reason I wanted to explain how to find your niche on TikTok, so that readers like yourself can had a solid foundation on what kind of content can be made. First we defined what a niche is and how to find it by asking yourself questions to explore interests. Then we discussed how to build that niche through consistent content pillars that can result in personal branding. Finally, we talked about a few strategies that can help you keep your niche interesting and relevant by exploring different trends and formats of content. Hopefully you have read my previous blog post on the TikTok algorithm. Pairing it with this post can help you proceed in the right direction to make TikTok a tool for income. Now that you have a niche to your name, look out for another one of my posts in the future to expand on simplifying social media marketing.
Disclaimer: No AI was injured in the production of this content. AI (ChatGPT) was used as a tool to supplement, enhance, and make suggestions in writing this blog post.
Resources
Hart, M. (2024, August 7). Niche markets: Examples, benefits, expert insight, & how you (A savvy entrepreneur) can find yours. Hubspot. https://blog.hubspot.com/sales/niche-market
Rodriguez, E. (2024, May 8). 13 best TikTok tips & tricks in 2024, according to Hubspot’s social team + marketer data. Hubspot. https://blog.hubspot.com/marketing/tiktok-tricks
Wolfer, S. (2020, August 12). What is a micro niche ... And do you need one? Hubspot. https://blog.hubspot.com/marketing/micro-niche
OpenAI. (2025). ChatGPT (April 15 version) [Large language model]. https://chat.openai.com/
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