Once you've established credibility in one area, you can leverage that personal brand to expand into other topics. Don't worry that diversifying your content will dilute your original brand; your audience follows your communication abilities, not just your initial expertise.

Contrary to the 'niche down' mantra, discussing diverse personal interests (like sports or hobbies) creates more attachment points for your audience. This broad appeal can indirectly strengthen your core business by building a multi-faceted personal brand that people connect with on different levels.

Instead of centralizing all content on one brand account, ClickUp creates an ecosystem of pages like "ClickUp Comedy" and "ClickUp Memes." These niche accounts build their own dedicated audiences and can grow faster than the main brand page, creating multiple entry points into the ClickUp universe.

Unlike Twitter which may reward niche wit, Instagram virality depends on broad shareability. A product management meme account grew to 55k followers by focusing on relatable tropes (e.g., the PM vs. engineer dynamic) that professionals in adjacent roles would share with their peers, expanding the content's reach beyond its core audience.

Social media has shifted from 'social' to 'interest' media, where the algorithm targets users based on the content they consume. Making hyper-specific content for your target audience is the most effective form of targeting. Resist making broad content for vanity metrics, as it won't reach qualified buyers.

You don't have to only post about your business. Create content about your personal interests (e.g., golf, TV shows). The algorithm will show it to people with similar hobbies, who then discover your business through your bio or a soft call-to-action.

Instead of guessing your content niche, find the overlap between topics your inner circle seeks your advice on and the content your ideal clients already consume. This data-driven approach combines perceived personal expertise with proven market demand, ensuring relevance and authority.

To grow on platforms like Instagram, design content with a broad, intriguing hook on the first slide or in the first few seconds. This captures a wider audience beyond your niche. Then, use the subsequent content to deliver your specialized value, converting interested viewers into followers.

Stop creating broad content to chase views. Algorithms are so effective that creating hyper-specific content for your ideal customer is the most efficient way to reach them. The content itself is now the targeting mechanism.