Breaking Free from the Box
Why Niche Culture Isn’t the Only Path to Creative Success
One of the things I appreciate about Threads is its ability to show posts that genuinely catch my interest, even from people I don't know or follow. Recently, I stumbled upon a post from a random user in my feed that struck a chord with me. They expressed something like this:
"So, is the secret to gaining popularity on Threads and Instagram to lock yourself in a tiny box and toss away the key? Because that’s not my style—I refuse to be creatively confined."
Their frustration was palpable.
As a long-time non-niche blogger and social media user, I completely relate. After all, I’ve written several blog posts on this very topic over the years. The "find your niche" mantra that promises rapid growth, a loyal following, and the kind of online success dreams are made of has been around since web publishing became mainstream.
But for many creatives, including myself and this person, that advice feels more like a trap than a treasure map—a tiny box with a lock that’s all too easy to close.
The Allure of Niches: A Double-Edged Sword
Niching down undeniably has its perks. It simplifies your message, makes it easier to find your audience, and helps you stand out in a crowded space.
Take one of my Instagram accounts, for example. It’s dedicated to a specific niche within my professional work and side business. That account grew much faster than my personal one, which I’ve nurtured for years. Recently, I even created a Threads profile for the same niche, and the first post gained far more traction than the first post on my personal profile. It gained almost 100 new followers within a couple of days, with a single post. It took me much longer with several posts and engaging with other accounts before I gained that many on my personal account.
This success brings mixed feelings. While I’m glad my work account resonates so well, it’s frustrating that my personal account, which I’ve invested so much time and effort into, is harder to grow. However, I don’t feel I can truly be myself on my niche account since it’s tied to my professional identity.
So, what happens when the very thing that’s supposed to help you thrive starts to feel like a cage?
For multi-passionate creatives, sticking to one theme, one topic, or one aesthetic can feel suffocating. You begin to wonder: Is this really all I’m allowed to be? Am I expected to lock away my other interests, talents, and dreams just to fit into this narrow space?
In my view, the simple answer is: No.
In practical terms, we all know that it’s not that simple.
Embracing Your Multitudes: The Power of Being Unboxed
If you have a niche that you truly, passionately love, you’ve hit the jackpot. You’re well-positioned to thrive in today’s online world.
But if you’re like me and our fellow multi-passionate creatives, we need to carve a different path—one that defines success beyond just numbers.
For us, creativity isn’t meant to be confined. It’s a wild, sprawling thing (much like my own backyard ;)) that refuses to be tamed by a single label. Forcing ourselves into a niche that doesn’t fit isn’t just limiting our potential—it’s cutting off parts of ourselves that deserve to be seen and celebrated.
So, what’s the alternative? It’s time to redefine success on our own terms.
In my case, I’ve set goals that are within my control. For example:
Writing and Blogging: I use my blog to practice my writing skills, develop a portfolio, and connect with an authentic audience. While my personal blog never attracted thousands of visitors, it cultivated a loyal readership that helped me to be named a “Top Blogger” by Fast Company and featured in publications like CNET Asia, Reader’s Digest, The Advertiser, and more.
Professional Growth: The skills I honed managing my blog and social media paved the way for a career as a digital media specialist. This role allowed me to become a speaker and expert in the field, work with top clients like Microsoft, and even launch my own businesses.
Creative Exploration: My explorations didn’t stop there. I was invited to teach art and conducted painting, sketching, and photography workshops. I exhibited and sold my artwork too.
Writing Opportunities: I also landed writing gigs with various publications, both online and in print.
But for me, the most valuable outcome has been the connections I’ve made—genuine relationships with people who resonate with my work. These friends and contacts have helped me stay true to who I am online, regardless of likes, follows, or comments.
So, yes, I may not have huge numbers of followers or fans, but I’ve built a rich and rewarding life online. I believe anyone can do the same.
That’s why instead of locking ourselves in a tiny box and tossing away the key, let’s embrace the full spectrum of who we are. Let our passions coexist and intersect. Share our journeys in all their messy, beautiful complexity.
After all, You Are The Niche. But, if you want an audience, you need to give your readers/viewers a reason to care about you and what you have to say.
The Authentic Path: Finding Your True Audience
In my old personal blog, I once decided to focus on a specific niche after years of blogging without a clear theme. To my surprise, a few readers criticised this shift and said things like, “I read your blog for YOU, not for what you can teach me or the insights you offer. Just be yourself.”
That feedback stung a bit. I had hoped that narrowing my focus would attract more readers, but instead, I ended up alienating my existing audience.
On Threads, there’s a recurring theme among users: the platform's charm lies in its ability to encourage raw authenticity among users. Sure, there are still those "you follow, I follow" posts and individuals aiming for viral fame. But there's also a significant number of people treating Threads as a digital diary—a space to share and experiment with ideas, voice unfiltered thoughts, and post photos that aren’t necessarily "Instagram-worthy."
At its core, people are drawn to authenticity. Sure, finding our footing on such a platform might take time if we don’t niche down, and many of our posts might initially seem to vanish into the void, leaving us feeling like we’re just talking to ourselves.
However, the connections we form will eventually be deeper, more genuine, and far more rewarding. With the right approach, our audience will come to value our diverse perspectives, our willingness to explore, and our refusal to conform to conventional norms.
When we present our true selves—embracing our quirks and contradictions—we attract a community that appreciates us for who we genuinely are, rather than just one facet of our creativity.
Breaking the Chains: Practical Steps to Creative Freedom
If you’ve been feeling creatively confined by the pressure to niche down, here are some steps to help you reclaim your freedom:
Redefine Your Brand: Rather than viewing your brand through the lens of a niche, see it as an expression of your identity. What are the core themes that define you? Are you an artist with a passion for reading and gardening? Or a teacher who’s also a part-time musician and poet? Find ways to weave these elements into a cohesive yet multifaceted presence.
Experiment with Content: Embrace the freedom to try new things. Share various interests, even if they don’t seem to fit together perfectly. Post photos of your collections, share videos of your creative process or jot down your observations. Over time, you'll discover a rhythm that resonates with you—even if it’s a bit offbeat.
Engage with Like-Minded Creatives: Connect with fellow creatives who also resist being boxed in. This was one of the motivations behind starting Story Weavers Society. I hope that through this platform, we’ll be able to connect, collaborate, and support each other. Strength lies in numbers, and together we can challenge the pressures of niche culture.
Trust the Process: Building a brand that genuinely reflects who you are takes time. Be patient, stay consistent, and trust that your audience will find you. The right people will value your authenticity and the full range of your creativity. As André Gide said, "It is better to be hated for what you are than to be loved for what you are not." There’s a profound truth in this.
“It is better to be hated for what you are than to be loved for what you are not.” - Andre Gide
Your Creative Journey, Your Rules
Ultimately, your creative journey is yours to define. Don’t let the pressure to niche down diminish your joy or limit your expression. Break free from the constraints, unlock your potential, and let your creativity thrive in all its vibrant, unboxed diversity. You’re not just one thing—you’re many things, and that’s what makes you truly extraordinary.