there’s been a palpable shift in how folks are desiring to lead over the last few months.
(I’d argue that it’s gotten even louder over the last few days.)
blame the stars, blame The Horrors™️, blame the english teacher who believed in you in high-school — but the proof is in the pudding either way.
it’s like we all woke up one day and realized, wait, I’m a whole fucking PERSON. I have all these hobbies, and interests, and curiosities, and dimensions, and values, that I’m dying to talk about.
and suddenly, we’re saving examples of content in those niches, even though they have nothing to do with our work. we’re looking up to those leaders even though they haven’t stepped foot in our industries, at all.
• the recipe creator who’s brand deals you’ve been envying
(even though you’re a copywriter)
• the author who’s threads feed you refresh hourly
(even though you’re a bookkeeper)
• the pilates instructor who’s sequences you’ve been saving
(even though you’re a web designer)
• the ceramicist who’s reels you rewatch over and over
(even though you’re a health coach)
• the personal brand who’s political perspectives you repost
(even though you run a bakery)
you’ve heard a million people say (probably me, even) that you CAN share all parts of you on the internet — that it’s all the stuff beyond your business that builds trust.
but I’ll be honest, there’s a missing link there.
while it’s complete FACTS that your business will see more success (and longevity) if you start sharing more sides of yourself, you still need a strategic bridge to bring you from being known as you are → being known as you are.
and you might already be learning that the hard way.
if you’ve actually pressed publish on content that’s different from your norm, the response is… lukewarm. engagement isn’t stellar, and growth is nonexistent. you assume “the algorithm is confused” and start considering a completely new account to solve for the shift (or just decide to stfu about it again, because feeling invisible when you’re sharing shit you love sucks ass. period.)
what’s actually happening isn’t an algorithm problem, it’s a relational one.
when you’re known for one thing — let’s say it’s financial tips for creatives — the dynamic is obvious:
• you’re trusted and respected in one lane, and so when you drop something to that note, the people who already follow you celebrate it.
• the people who don’t follow you see it on their FYP, go over to your main account, and see that you share tons of bangers just like that. fab. they hit follow!
when you start to pivot — let’s say you want to add beauty tutorials into the mix — things get stickier
• the people who know you and recognize your face will respond positively because they are down to ride with whatever you have to say / share, even if the subject matter isn’t super up their alley.
• the folks who are a little more removed from your leadership, who followed you for finance but don’t know a ton about you as a person, will have a choice: engage if they’re into it, ignore if they’re not.
• the folks who have never met you before will see your fire beauty tips on their FYP, get excited, but then likely not hit the follow button when they see your page is mostly finance (unless they just so happen to be interested in that niche, too).
to expand outside of your current niche smoothly without…
→ confusing anyone in your existing community
→ losing followers who don’t want your new content
you need a bridge strategy that connects the topic you’re already known for with the new endeavour you’re wanting to share.
this way, you’re attracting community members based on shared values, instead of specific content expectations, and you’re also strategically guiding folks from one conversation into the next in a really natural way.
(and, by the way, in order for this strategy to truly stick as a pivot, it has to be on the FEED! not just hidden away in stories, a footnote in your newsletter, or a mention on your podcast. sorrrryyyyyy.)
let’s keep going through this example for our finance pro x beauty lover ↓
phase 001: values-based theming
the first thing they’ll want to do is revisit their content themes.
while originally they may have gone through this process thinking exclusively about their finance expertise, they’ll now want to open up the options to include their beauty content. this means thinking about what values both audiences share, so that everything they create will appeal to all parties in some way.
for example:
“empowered decision-making” could be a theme that connects with both finance and beauty, depending on the way it’s positioned.
phase 002: merging topics
once they’re feeling solid in their new themes, I would recommend that the first introduction to the new topic be in combination with the topics folks already know.
this is where the true bridging comes in — it’s like a trojan horse for your new endeavour. for example, “trying new lipgloss shades while we talk about simple savings tips” or even starting to use more beauty brands in their lifestyle content as image or b-roll backdrops of their finance tips.
phase 003: full strategy
after a few weeks of the merged content style, they’ll have built up more association with the beauty space, and can start creating beauty-exclusive content. their existing audience won’t be surprised, and now, when new folks find it, they’ll see lots of other beauty content (even if it was merged with finance chats).
at this stage, they could be creating all three types of content:
→ finance only
→ beauty only
→ beauty x finance merged
and their themes will be answering the “how does this all make sense together” question, while continuing to call in new community members who are excited about finding it all in one place.
k, now to regroup:
how does this all feel, when you think about your own multi-niche endeavours?
if you’re keen to create a strategy that supports ALLLLL your facets, life of the party is the place where we do that together.
where you’ll embrace the potent power of being your whole self online.
where you’ll attract community for what you love, not just what you know.
where your multitudes to become a differentiator, not a deterrent.
