Instagram growth has become increasingly difficult, especially if you are using the wrong strategies. The first and most obvious mistake that newbies make is failing to choose an appropriate niche.

What is a niche, and why the hell should you be in one in the first place?

Let me explain, young grasshopper. A niche is a fancy word for a category, group, or maybe even gang.

A niche is composed of people who share a common interest. This could be: baseball, walkie-talkies, rabbits, gymnastics, or even elephants.

Instagram is made up of thousands of niches and sub-niches. The platform encourages the development of niche pages and automatically looks for evidence to help categorize accounts into their relevant niches.

Just take one look at your explore feed and you will notice that the content has been divided into several different groups at the top.

So why be in a niche?

There are a couple of good reasons as to why you should niche down on Instagram. The first and most obvious reason is that it allows you to grow much faster.

If you were to upload random content from different niches your followers would soon become confused, disengaged, and maybe even annoyed. If a cat lover follows your page to see fur balls running around, you better believe that they will not be impressed by your vuvuzela collection. Don’t even start with your Yu-Gi-Oh cards.

When you upload high-quality material that has a consistent theme, people who are interested in that content will learn to anticipate your posts. They will like them and comment on them, helping you grow your page and ultimately make more money!

Rules for choosing a niche

The key to success when choosing a niche is to ensure that the niche is not too broad to the point of being over-competitive, and not too specific at the expense of having no market.

Think of a niche as a funnel. The top of the funnel holds all the people in the general group. Using fitness as an example, the top of the funnel can include: marathon runners, sprinters, fitness models, powerlifters, strongmen, Olympic lifters and CrossFitters.

Focusing on CrossFit, you might niche down into CrossFitters who are preparing for their first competition.

Targeting just CrossFitters might be too broad as there are many active CrossFit Instagram accounts with large followings. Chasing the CrossFitters who are getting ready for a competition might be a better choice as there aren’t many pages that focus specifically on that.

Another example is the health niche. The top of the funnel could have: Ketogenic dieters, vegans, vegetarians, pescatarians and Paleo dieters. Moving down the funnel we might stumble upon beginner vegans which is a good niche to focus on.

Do your research

As I mentioned before, you want to ensure that a market exists for the niche that you’re pursuing. It wouldn’t make sense to create an Instagram account that was solely focused on Ethiopian kids that are interested in Star Trek. I am not saying that they don’t exist, but the market is not big enough to ensure substantial growth.

The whole point of choosing a niche is that you can DOMINATE that niche. If you chase the big broad topics, you will get swallowed like a guppy. Instagram is full of big dogs that won’t hesitate to eat your page. Chances are you most likely won’t even show up in the hashtags.

Start small and work your way up. As you grow your page and gain authority in your niche you can start expanding into other niches. A page dedicated to luxury Rolex watches can start posting cufflinks and ties, and maybe even suits once it gains a significant audience.

The game has changed, and Instagram has become The Game of Niches. Winter will come a bit too early for you if you don’t start your account off on the right foot!

Choose a niche and begin dominating, my friends!


Isaac Tinashe

Hi, I am Tinashe and I started delving into entrepreneurship in 2015. It started with YouTube, and I was drawn to having my own business even more as time passed. I am now the proud owner of digital marketing agency The Insta Hustle. My team and I work with clients ranging from dentists to real estate moguls and public figures. The world is changing and if you don't keep up you'll be left behind. Let me show you what is possible with digital marketing.