Is it better to be good at lots of things or the best at one thing? In a world that demands us to be a little bit of everything, @fleurandrea gives us the pros and cons of spreading yourself too thin when it comes to content creation.
I once posted a poll on Instagram asking if we should strive to be multi-disciplined or specialised when it comes to our career. The results were overwhelmingly in the favour of the first. As a society and, particularly for those of us who have grown up with social media, we’ve been primed to learn a variety of new skills.
It comes against a backdrop of an uncertain world economy and the advancement of AI. Take Instagram. A phenomenon that has surpassed everyone’s expectations and given way to an entirely new industry. The very reason you’re reading this right now. When it comes to learning and up-skilling, you keep up or sit by the side-lines.
Why niche is good
As a blogger that does fashion, luxury lifestyle and travel, I’ve always promoted having a niche. It may seem contradictory but I’ll explain. In a competitive and over-saturated market, you need to use every resource you have to stand out. At the same time you have to know exactly who your audience is, which brand partnerships fit within that realm and what this should look like aesthetically.
The case for diversified content
Pros of being multi-disciplined
- You’ll appeal to a wider range of people
- You’ll have a diverse portfolio of brands
- The jobs you’ll be approached for are more varied which can be enjoyable and challenging
- You’ll get more unique opportunities compared to those who stick to just beauty, fashion or travel
- It’s easier to stand out with your content.
- You’ll move in wider circles within the industry and meet more people. (I’ve got to say that food influencers are the friendliest!)
- Your feed can grow with your preference – I used to take lots of flatlays and food photos for my Instagram and I’ve almost phased this out without anyone protesting.
- You’ll appeal to different price points. I may post luxury fashion but I also do luxury skincare and beauty which is a lot more accessible cost-wise.
The case against diversified content
Cons of being multi-disciplined
- Your engagement may not be as high because, despite knowing that we aren’t one-dimensional beings, people like to know what to expect. For example, last year I posted lots of images of London – one is even displayed in a hotel! But these don’t perform as well as some of my friends who have accounts dedicated to the city.
- Some brands won’t think you’re ‘enough’ of what they’re looking for. I’ve been told I wasn’t a travel blogger, because I don’t post the typical bikini-on-the-beach in Bali photos or riding camels on sand dunes in Dubai.
- It’s harder and takes longer to get your branding right. You’ll have to educate and convince people that what you’re doing ‘works’.
- You have to be confident as a content creator – if you’re photographing a huge variety of things like hotel interiors, landscapes, street style and coffee flatlays, you have to be recognisable. Girls like @isabellath and @icingandglitter do this well.
- It may be harder to convert sales, it’s easy for your page to look more inspirational than a go-to for outfits under £50.
When it comes to deciding whether to branch out and develop other types of content, it’s interesting to take the pulse of the industry at large. Agencies and brands are using software that analyses your audience to pick out what their key interests are. A female between the ages of 22-25 loves entertainment as much as they do style tips and home DIY. Of course, I may be biased but it helps to be one of your audience and be able to relate to them through content you share. As we are hit with more challenges, I’ve found the most important thing to have is an open dialogue with your audience and maintain that relationship any way you can.
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Andrea Cheong is a fashion journalist and an Evening Standard Top 25 Influencer. Based in London, you can learn more about Andrea and her services at thehauteheel.com or follow her on Instagram @fleurandrea.