With the fragmentation of social media into endless content bubbles, we’ve learned that hitting niche audiences often outperforms going for mass appeal. Riches are in the niches, you might say.
Micro-cultures have their own language, memes, and traditions that influencers are fluent in, offering authentic entry points for brands. Brands are leaning into the unique language these communities create, turning niche trends into global conversations. Phrases like "let him cook" or “delulu”, which started in specific regions or communities have sparked widespread interest.
The most savvy brands are now diving into comment sections and using these trends as inspiration, replying directly or creating videos to keep the conversation going. This shift has transformed how brands interact, showcasing personality and building trust through authentic engagement.
Take note: Using cultural lingo can feel forced without audience trust. Collaborating with creators builds credibility while staying authentic to your brand. Engage in comment sections and trending sounds to join the conversation naturally.
Megan Boni’s mega-viral "I'm looking for a man in finance" video is a prime example of how niche moments are exploding into mass culture – the original video is close to hitting 60 million views. A humorous, hyper-specific TikTok turned into a viral sensation, inspiring DJ remixes, prompting hundreds of thousands of spinoffs, and sparking collaboration from brands like Fruit of the Loom, Crocs, and Mr. Clean.
TikTok’s content-first algorithms represent a step away from the creator-first strategies that defined the Web 2.0 era of social media. Unlike Instagram or YouTube, where follower counts and personal brands often dictated visibility, TikTok prioritizes engaging and relevant content over the creator’s social capital. This means any video, whether from a seasoned influencer or a new account, has the potential to go viral if it resonates with the audience.
With 2.34% average Engagement Rate vs. Instagram Reels (1.48%) and YouTube Shorts (0.91%) — TikTok is the most shareable platform for niche content with viral reach.
TikTok's algorithm turns niche interests into mass trends through personalized exposure, which means even the most obscure content finds its way to the screens – and into the shopping carts – of millions.
Marketer tip: Don’t use influencers as megaphones. The shift towards content over creators signals the importance of embracing a community-first approach over the traditional demographic-first strategies.
Rather than narrowly targeting traditional demographic markers, brands should focus on creating content that aligns with the interests, behaviors, and cultural nuances of specific communities. TikTok’s algorithm connects content to people based on shared values, humor, or trends, making it a powerful tool for brands to connect with their audience.
We take a deep dive into how brands can find their riches in the niches in our State of Influence report.
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