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