Why the algo loves niche content (and why you should, too)

Mass appeal who?

Dead. Buried. RIP.

Right now, it’s all about the niche. Hyper specific, deeply personal, gloriously weird and unapologetically not for everyone.

It’s the 'I’m not like other girls,' but for marketing.

The brands that thrive in this new landscape aren’t even trying to please the masses.

They’re zoning in on micro-communities, speaking their language, and delivering products and campaigns that feel tailor-made.

Welcome to the age where smaller is not just better. It's the only way forward.

Nobody wants to feel like they’re one of a million, consumers included. We want to feel like the one.

So, if you’re still clinging to that one-size-fits-all marketing playbook, it’s time to Marie Kondo it and lean into the power of the niche.

But wait, why are niches popping off?

Social media algorithms absolutely love niche content.

TikTok’s algorithm, for example, is practically designed to shove your hyper-specific guilty pleasures into your face. (#goblincore, anyone? Oh, sorry, you’re #gremlincore? My bad.)

On the platform, the suffix -core is frequently used as a modifier to describe a type of niche or aesthetic.

You’re into frogs? #frogcore. You like a maximalist life and house full of trinkets? #cluttercore.

The niche-ification of the platform has carved out small corners of the Internet for every special interest, mood, hobby, like, dislike, and aesthetic you can conjure up.

But wouldn’t that be, like, a super small audience with no engagement?

Quite the contrary, my friend.

The more niche you go, the better the engagement—and the better the engagement, the more likely your content will find its freaky little tribe.

Case in point: #booktok has turned obscure fantasy novels into overnight bestsellers. It’s practically a billion-dollar revenue stream.

Micro-communities are the new social.

If you’re speaking to everyone, you’re speaking to no one. And that’s facts.

Today, consumers are retreating to smaller, more intimate digital spaces where they feel truly seen. Discord servers, Reddit, private Facebook groups (yes, those still exist), Substack, and Twitch are the new digital hangouts.

Brands can use this to their advantage and tap into these micro communities where they are. And trust me when I say, the ROI speaks for itself.

The post-pandemic search for identity.

After years of global collective trauma (fun!), people are sooo over the 'we’re all in this together' messaging.

They want to stand out and feel special—and that means gravitating toward brands that speak to their quirks.

So, who’s crushing the niche game right now?

1. Parade

The niche: Gen Z’s gender-inclusive, body-positive underwear brand.

How they’re crushing it: Parade has made itself the go-to for young shoppers who prioritise comfort, inclusivity, and sustainability.

Their Instagram feed is a rainbow of diverse bodies, bold colours, and unapologetic messaging about breaking taboos around lingerie.

They’ve also nailed limited-edition drops tied to cultural moments (like Pride Month) and hyper-specific collaborations with artists that resonate deeply with their audience.

2. Oatly

The niche: Plant-based milk drinkers who want quirky vibes with their morning coffee.

How they’re crushing it: Oatly isn’t just selling oat milk, they’re selling a worldview. Their packaging is covered in irreverent, self-aware copy that makes buying milk feel like a personality trait.

They’ve leaned into their niche by going after environmentally conscious consumers who also love a bit of irony. And their campaigns feel more like inside jokes than ads.

3. Who Gives a Crap

The niche: Eco-conscious toilet paper buyers who love humour.

How they’re crushing it: Yes, they sell toilet paper, but they do it with a wink and a smile. Their playful, irreverent branding makes a mundane product feel exciting.

Their niche focus on sustainability speaks to consumers who want to make environmentally responsible choices. Every roll is plastic-free, and they donate 50% of their profits to build toilets in underserved areas—a cause that resonates deeply with their socially-conscious niche.

How to go niche without falling flat.

Let’s face it: jumping into niche marketing isn’t as easy as slapping a hashtag on a campaign and calling it a day. It’s actually lowkey pretty daunting.

So, here’s how to do it without embarrassing yourself:

Find your people.

Your audience is out there, and they’re probably nerding out about something very specific in some corner of the internet.

Your job? Find them.

Social listening tools like Sprinklr or just good ol’ Reddit can help uncover where your audience hangs out and what they care about.

Pro Tip: Don’t try to own a niche you don’t understand. If you’re a skincare brand, resist the urge to jump into #CottageCore just because it’s trendy. Stick to your lane—or risk getting roasted online.

Speak fluent niche-ese.

Corporate jargon has no place here. To connect with niche communities, you need to sound like one of them.

This doesn’t mean dropping slang for the sake of it—it means adopting the tone, values, and humour of the community.

Example: Manscaped gets away with crude humour because their audience of young men finds it hilarious. Mejuri, on the other hand, nails the aspirational-yet-approachable tone for their minimalist jewellery crowd.

Make it exclusive.

Nothing fuels niche loyalty like feeling special. Limited-edition products, hyper-specific merch, or even gated content can make your audience feel like they’re part of an insider club.

Example: Supreme’s drop culture is more than just a strategy—it’s an entire hype-boys religion.

Stay authentic.

Here’s the thing about niches: they evolve. What’s cool today could be cringy tomorrow. Stay agile, keep listening, and be ready to pivot when the cultural winds shift.

But wait, what’s the catch?

Niche marketing isn’t all sunshine and dopamine hits. There are pitfalls, too.

• Over-personalization: Go too niche, and you risk alienating other parts of your audience.

• Trend fatigue: Niches can be fickle—what’s a hot topic today might be dead in a month.

• Inauthenticity: If you force your way into a niche without understanding it, you’re going to get called out (and not in a cute way).

The takeaway.

Niche marketing is where the magic happens.

It’s not about shouting louder than your competitors—it’s about whispering the right thing to the right people. Oooo. Goosebumps.

Brands that embrace this shift won’t just survive; they’ll thrive.

So, go ahead. Ditch the crowd-pleasing campaigns (please) and dive head-first into the wonderfully weird.

Because when it comes to modern marketing, the riches are in the niches—and the rest?

Well, they’re just background noise.

-Sophie, Writer