“Niching Down” Is Killing Your Reach

Niching down doesn’t grow your social media reach. It shrinks it before you even start.

Here’s why…

Social platforms only care about one thing: keeping you on their apps.

When you post a video, the algorithm tests it with a small sample audience.

If this group is only your narrow niche, you reach fewer people who might engage. This smaller audience results in fewer reactions making it less likely for the platform to boost your content.

Think of it this way:

Smaller niche audience = Fewer engagements = Lower algorithm reach.

But if your content hooks the average viewer, platforms reward you by amplifying it:

First 10,000.

Then 100,000.

Then a million and beyond.

Now, you may ask: Why reach people who won’t buy my product?

Let’s math it out:

• Reach 5,000 people, convert 10% = 500 leads
• Reach 50 million people, convert just 0.1% = 50,000 leads

The only way to reach that scale is to make your content universally accessible.

This is where we apply the Generalist Principle to social media. Winning brands present niche expertise in a way that appeals to everyone. By making your content universally accessible to all, you unlock the potential for the broad reach that algorithms reward.

Here’s how Honour Health uses it to break down the benefits of supplements.

Most people would scroll right past a science infodump in their feed but Honour Health reframes magnesium as the cause of real challenges like stress and hair loss.

Suddenly, complex science becomes instantly relatable. This is the Generalist Principle at work.

You can do the same by asking yourself: What’s something the average person cares about that connects to my niche?

Next week, I’ll show you why content ideas without research are quietly tanking your performance.