For new creators, posting about various interests is a useful tool for discovering a potential niche. However, this exploratory period should be viewed as research and self-discovery, not a strategy for audience growth, as it lacks the focus required to attract and retain a consistent following.
While modern algorithms allow for growth without a niche, a specific focus is non-negotiable for three key outcomes: building a recognizable brand, creating a viable business, and cultivating loyal 'superfans' who engage deeply and consistently. General growth does not equal a sustainable enterprise.
Before becoming massive platforms, many successful companies started with a narrow focus. Instagram was for bourbon drinkers, Amazon for used books, and Facebook for Harvard students. This strategy built a loyal early user base and refined their product before expanding to a broader market.
Unlike older algorithms that recommend content based on long-term follow history, TikTok's model prioritizes recent engagement. This 'TikTokification' across platforms means algorithms can now find an audience for off-niche content if it aligns with a viewer's immediate, short-term interests.