How I stop worrying about niche

The BBC's framework to engage a diverse audience

Author

Valentin Farkasch
December 06, 2024

Hello friend đź‘‹

If Becca sent you, welcome! It’s really nice to have you here.

This week I took two big steps forward to host an international creator event next year. After meeting with a fellow media startup and an event organizer I have a much clearer picture of what the event will be and how feasible it is.

It’s a bit early to share details but all I can say is I hope to show you Vienna in the Fall.

đź’› Valentin

Why You Don’t Need a Niche

This week I had a chat with Chris Cammarano and like many creators he is struggling to define his niche. As a creative individual it’s hard to put yourself in a box and stay in it but personally I completely stopped worrying about niche after learning about this one framework for sustainably engaging your audience.

The Six Audience Needs

Developed by the BBC World Services, to engage a diverse global audience, this framework gave me a completely new perspective on why people choose to watch channels, programs and creators over others.

Their insight was that people watch media because it meets specific needs.

  • Update: Providing the latest news and developments to stay informed.

  • Give Perspective: Offering context to help understand events.

  • Educate: Delivering information to enhance knowledge on specific topics.

  • Keep On Trend: Highlighting trending stories to surface current conversations.

  • Amuse: Providing entertaining content to engage and delight.

  • Inspire: Sharing uplifting stories that motivate and encourage.

➡️ Now pause for a moment and ask yourself: "What does your content do for a viewer?" Does it fill one of those needs?

These needs are universal and show up in every niche.
As an example let’s apply this to the crowded niche of tech reviews:

Update: The Verge, Unbox Therapy

Perspective: MKBHD, Becca Farsace

Educate: LTT, JerryRigEverything

Trend: MrWhosetheboss, SuperSaf

Amuse: SAMTIME, Austin Evans

Inspire: iJustine, Sarah Dietschy

There is definitely some overlap between all the creators and no one serves just a single need but they all have one quality that stays consistent. Giving them a very clear tone.

Applying this framework made it so much easier for me to move forward with confidence. Instead being confined by a niche and worrying about what to make videos about,
I just have to answer: Will this video inspire someone to take their next step?

✍️ To break free from the niche you are in, or want to be in, take 5 minutes today and write down the established channels in it. Which audience need do they serve? Is there an area untapped? How do you make your viewers feel right now?

Ultimately your niche is only what you talk about, but how you make people feel is what really brings them back. So, what feeling do you want to leave your viewers with?

Hit reply and share your finding with me. I’d love to get your perspective.

My favorite things this week

Damie Lee designing a Bat Cave for regular people

Enrico Tartarotti explaining why everyone loves Spotify wrapped

Hank Green on why bluesky is eating twitters cake

What’s been your favorite content this week?

PS: The channel is getting close to 100K all time views.
Help me cross that line before the end of the year.
All you gotta do is share one video with an (aspiring) creator you know.