Read Time: 1 min 49 secs

Hey — Ryan To here.

In today’s edition we’ll be covering:

Becoming ‘the niche’ is overrated…

And before you get offended, let me make my case & what to do about it:

Some creators preach that ‘becoming the niche’ is the key to success…

To overshare everything: your 20 different hobbies, your latest ‘side quest’, and whatever random interests you picked up in the last few weeks

Well here’s the difficult truth:

Your follower growth + monetization will decline every video you make ‘being yourself’

Look, I’ve been on both the creator and brand side for six-figure deals, so if you are:

Here’s the Niche Identity Framework I’d use to get the biggest ROI on content:

It’s the same framework that’s helped creators I’ve worked with close deals with brands like Paypal, Robinhood, and Vanguard

Let’s get into it:

Positioning your brand successful starts with defining your target market

What group of people is your content meant for?

Depending on how viral you want to go, you can broaden your target market (TAM)

Here are examples of broad vs. niche markets:

Next Steps:

Then there’s this concept called your Second Act…

It’s where you pivot from who the viewer first sees you as, to who you want to be known as next

It’s not just a “new niche”

It’s retaining your audience, while expanding your reach

The best way to do this?

Niche Wide Content

Ask yourself: What’s the type of content that appeals to your current niche but broadens the audience one step further?

Check out @askcatgpt who went from teaching AI hacks to helping people escape the negative effects of technology

This genius strategy got her 2.8M views on this video:

And another 11.1M views on this one

For a breakdown of her full content strategy, watch my collab with her (it’s a fun one!)

So now you’ve figured out how to attack your target market and expand it…

But how do your position yourself as a ‘real personality’?

A personality that viewers love like a friend, and that customers will buy anything from?

The answer is Personal Content:

Showing your life, values, and story outside of pure education, is what creates real connection

Thanks for showing up this week ❤️