You may have the brightest advertising concepts, however in the event you’ve chosen a distinct segment market with low engagement and fierce competitors it can really feel such as you’ll have one hand tied behind your again. Model strategists and managers seeking to sharpen their aggressive edge and enhance their return on funding must faucet into rising developments and the area of interest markets that pop up consequently.
Our The State of Influencer Advertising and marketing 2024: Benchmark Report underscores the worth of reaching a particular, devoted viewers over a broad group. We discovered that much more manufacturers plan to rely totally on nano-influencers, up from 39% in 2023 to 44% in 2024.
Listed below are the preferred and worthwhile influencer niches for digital entrepreneurs and influencer advertising companies, together with concepts on goal buyer segments extra successfully.
Prime 11 Most Worthwhile and Trending Influencer Niches in 2024
1. Well being and Wellness (Health, Psychological Well being, and Effectively-Being)
Whereas Googling your signs is seldom a good suggestion, social media platforms have grow to be a hub of well being and wellness content material. Along with the overall health and psychological well-being ideas, there are additionally health-related sub-niches like holistic wellness, psychological advocacy, and health transformations rising.
The well being influencer area of interest is considerably extra well-liked amongst Gen Z and millennial customers. In response to EMARKETER’s 2023 US Digital Well being Survey, practically 1 / 4 (24.5%) of millennials observe and interact with well being influencers whereas 28.9% of Gen Zers have interaction with (however don’t observe) influencers on this class.
Alternatively, lower than 10% of Gen Z and child boomers observe and interact with well being influencers on social media.
Supply: emarketer.com
For instance, Gymshark, a British-based, multinational health attire retailer, makes use of influencer advertising, particularly on TikTok. As the corporate’s mission is to create a fan-led group, this advertising technique matches as completely because the merchandise they’re promoting. Home of Entrepreneurs, one of many high TikTok influencer advertising companies that helped the model to onboard Instagram influencers too, shares in considered one of their influencer advertising success tales that with assist of influencers Gymshark grew to a enterprise value £100 million in simply seven years.
@jessicabickling A sports activities bra and sweats combo on higher physique day is undefeated @Gymshark ♬ The Machine – Reed Surprise & Aurora Olivas
2. Sustainable Dwelling and Eco-Pleasant Merchandise
Sustainability is greater than a pattern. It’s a high concern that drives shopper habits, particularly amongst Gen Z and millennials. In response to Deloitte’s 2024 Gen Z and Millennial Survey, 62% of Gen Zers and 59% of millennials reported feeling anxious about local weather change prior to now month.
Much more are actively taking motion. The identical survey discovered that over 70% of Gen Zs and millennials are taking motion to cut back their affect on the atmosphere.
For a model like The Physique Store that makes use of uncooked, pure substances of their merchandise, it is smart to work with influencers who put up about skincare in addition to sustainable practices. To draw influencers in these niches, they’ve created an influencer program.
They’ve, for instance, labored with Gemma Kinds, an award-winning podcaster and pro-planet Instagram influencer with over 10 million followers, and Kaushal, an influencer who promotes wellness acutely aware residing.
3. Private Finance and Monetary Literacy
As soon as a area reserved to conventional settings like lecture halls and newspapers, private finance is now a subject that resonates throughout social media, particularly YouTube and X. Finance influencers like John Liang, Josh Rincon, and Delyanne Barros are taking it upon themselves to bridge the generational hole and make monetary literacy extra accessible by leveraging the platforms youthful audiences frequent.
This shift is partly fueled by the rising want for monetary literacy amongst millennials and Technology Z. In response to a survey accomplished by EMARKETER, solely 39.6% of Gen Z save for long-term objectives like retirement.
In 2024, finance influencers began posting extra steadily they usually’ve been rewarded with extra put up impressions as the typical month-to-month put up impressions jumped from about 3,300 to almost 4,200 in a 12 months. This exhibits that audiences are receptive to studying extra about finance by way of platforms which can be related extra with socializing than strategizing.
Supply: sproutsocial.com
The demand for monetary information, merchandise, and apps makes this a worthwhile area of interest for manufacturers. Sprout Social estimates the typical worth of finance influencer posts for manufacturers at between $1,400 and $1,750.
4. Parenting and Household Life
Parenting is a high-engagement area of interest for manufacturers in child care, dwelling merchandise, and family-focused content material. In response to information pulled from Tagger by Sprout Social, parenting influencers boast a median put up engagement charge of about 6%.
Supply: sproutsocial.com
Our The State of Influencer Advertising and marketing 2024: Benchmark Report places the typical engagement charge at 2.05% for Instagram and between 1.9% and three.47% for YouTube. Which means relying on the platform and influencer’s viewers measurement, you’ll be able to anticipate double (if no more) the typical engagement charge on this area of interest.
For an instance of a worthwhile parenting influencer partnership, you’ll be able to take a look at how Hannah & Henry, an internet retailer promoting diaper baggage created for busy dad and mom, used influencer advertising to develop gross sales. With the assistance of Referwo, an influencer advertising platform, they recognized 40 influencers to achieve new audiences. They solely needed to publish 62 items of content material to generate over 27,000 likes and feedback and virtually $9,000 in gross sales.
5. Gaming and Esports
To present you an concept of gaming’s recognition amongst Gen Z audiences, take into account the next stat:
Almost half of US Gen Zers observe influencers who put up gaming content material, making it the preferred area of interest amongst this demographic.
Then, in the event you take into consideration what number of web customers play video games, the gaming phase’s enchantment and attain throughout age teams and gender grow to be extra evident. Greater than 90% of male web customers between the ages of 16 and 44 play video video games. Plus, just a few % fewer females on this age bracket share the identical passion.
For an instance of how one can entice audiences throughout age teams, you’ll be able to take a look at the work Cloutboost, one of many main gaming influencer advertising companies, did for PONOS Company. They re-engaged present gamers in addition to attracted new ones to rejoice the 10-year anniversary of The Battle Cats cell sport.
For this gaming marketing campaign, they solely labored with two YouTube influencers, showcasing the huge attain of YouTubers on this area of interest. The one video posted by Caylus generated over 250,000 views, 1000’s of likes, and lots of of feedback.
In complete, the marketing campaign generated practically 30 million impressions, over 410,000 views, and near 9,000 likes.
6. Vogue and Magnificence (Sustainable and Inclusive)
After digital merchandise, magnificence and skincare is the principal product class bought by content material creators within the US.
Plus, shopper considerations surrounding sustainability and inclusivity have turned sustainable trend and inclusive magnificence into highly effective actions, with content material posted about these matters driving greater engagement and model loyalty.
This has additionally given rise to a variety of key sub-niches like:
- Thrifting
- Measurement-inclusive trend
- Vegan magnificence
It’s particularly the environmental affect of quick trend that has given thrifting a brand new lease on life. For instance, Sutton Stracke, American businesswoman, socialite, and one of many Actual Housewives of Beverly Hills, is exhibiting along with her personal sustainable trend model—Sutton Manufacturers—how trend might be each trendy and sustainable. By selling the reuse and repurposing of clothes and choosing timeless classics, influencers like Sutton Stracke, highlights the worth of lowering waste and lengthening the life cycle of clothes.
Then, if manufacturers use various sizing choices and fashions of various physique sorts, they’ll create a way of belonging amongst extra customers. When clients see themselves represented, they’re extra more likely to have interaction with and stay loyal to these manufacturers.
Simply as customers search sustainability in trend, they’re additionally gravitating in direction of vegan and cruelty-free magnificence merchandise. Like with sustainable trend, influencers on this area of interest focus a whole lot of their content material on educating their audiences about the advantages of plant-based substances and the significance of moral sourcing.
In actual fact, these sub niches may overlap as this put up by Dana, a sustainable trend and wonder blogger illustrates. Whereas she encourages customers to change to vegan-friendly make-up manufacturers, she first asks them to make use of what’s left as a substitute of including a usable product to the garbage bin.
7. Residence and DIY Crafting
As high-performing niches like sustainable residing and inclusive magnificence have proven, social media areas have grow to be locations the place private expression and creativity are celebrated. This helps to provide conventional classes like DIY and residential décor a brand new lease on life.
Plus, with environmental consciousness on the rise, many creators are doing precisely that
by upcycling and repurposing outdated supplies. Different developments in dwelling décor, group, and DIY that make this a high-engagement area of interest embrace:
- Maximalism embracing daring colours
- Good dwelling integrations
- Customized wall artwork
- Multi-functional residing areas
For instance, this paid partnership between Katie Sharpe, who shares DIY tutorials and residential décor ideas, and transform.ai, a house renovation and design app, appeals to eco-friendly dwelling renovators, leveraging two high-performing influencer niches concurrently.
As for the worth that these kinds of posts can supply manufacturers, Sprout Social estimates the earned media worth (EMV) at about $1,500 per put up.
Supply: sproutsocial.com
8. Meals and Beverage (Vegan, Clear Consuming, and Micro-Cuisines)
Clear-eating and vegan influencers, with their devoted followings and robust moral stances, supply a singular enchantment. As they’re usually dedicated to a life-style that goes past mere dietary preferences, seeing it as an ethical or health-centric alternative, it’s one of the crucial genuine influencer niches.
Plus, the worldwide shift in direction of more healthy and extra sustainable residing has expanded the viewers for vegan and clean-eating content material. With extra customers all for plant-based diets and sustainable meals decisions, these influencers have an increasing attain past simply area of interest audiences.
It’s fascinating to notice how the curiosity in plant-based diets sharply will increase at the start of the 12 months, in accordance with Google Tendencies. Shoppers usually add diets as a brand new 12 months’s decision, making it an excellent time for manufacturers to launch a marketing campaign with vegan influencers.
Alongside vegan and clean-eating influencers, there’s additionally a rising curiosity in these selling regional or micro-cuisine content material. These influencers carry distinctive cultural views and flavors to the desk, interesting to meals lovers wanting to discover new culinary horizons.
Regional and micro-cuisine influencers may help manufacturers join extra authentically with native audiences. Their intimate information of native tastes and traditions permits them to create content material that resonates on a cultural stage, making them superb companions for manufacturers seeking to broaden their attain in particular markets, like this marketing campaign between Edwin Tan (aka Dutch Eats) and the burger restaurant Smash Rotterdam to promote their veggie burger exhibits.
TikTok and Instagram particularly are nice platforms for meals manufacturers making an attempt to achieve youthful audiences. About 70% of Gen Zs have listed TikTok as their most precious social platform for meals suggestions.
9. Luxurious and Excessive-end Way of life
Few have the luxurious to buy high-end objects on-line. That stated, these that may afford, like to have interaction with manufacturers on social media. About half of prosperous customers internationally both adopted, preferred, or beneficial a luxurious model, as revealed by a world survey about social media exercise in relation to luxurious manufacturers accomplished at the start of 2024.
Prosperous feminine customers usually work together extra with luxurious manufacturers on social media, with greater than half partaking with their manufacturers’ content material.
These stats present that aspirational content material is not restricted to shiny journal spreads or TV advertisements exhibiting unattainable existence. Luxurious influencers are making opulence really feel accessible, customized, and genuine. They share a mixture of high-fashion, journey escapades, and positive eating, all infused with a private contact that invitations their followers into their world whereas sustaining an aura of exclusivity.
Surprisingly, although, it’s youthful customers that have interaction extra steadily with luxurious manufacturers. About 60% of prosperous customers of their 20s and 30s work together with luxurious manufacturers on social media, in comparison with solely 40% aged 40 and older.
And, it’s not simply restricted to likes and feedback. About 45% of all luxurious items spending internationally have been made by millennials. Excessive-end magnificence merchandise particularly are a worthwhile product class. A 2023 survey reveals that about 70% of US millennials are prepared to spend extra on luxurious magnificence merchandise.
10. Know-how and Digital Innovation
Tech influencers are expert at breaking down advanced expertise into digestible content material, typically taking the type of unbiased critiques. Not solely do customers belief their trustworthy assessments, however as they’ve their finger on the heart beat of the most recent tech developments their insights information customers’ buying decisions.
When working with influencers within the tech area of interest, Fb isn’t the very best platform, although. Information shared by Statista places the common engagement charge for tech and software program posts on Fb at 0.03%, half the general common put up engagement charge of 0.06%.
Moburst, one of many high tech influencer advertising companies, had nice success working with tech influencers on Instagram and TikTok to assist Trucaller differentiate its model and talk its worth proposition. In response to the case research about Truecaller’s influencer advertising marketing campaign, it labored out to solely $0.04 per view and $0.82 per engagement. Engagement reached 5%, properly above the typical charge.
11. Journey
About six out of 10 social media customers really feel that journey influencers are a helpful supply of knowledge, in accordance with a survey measuring the perceived usefulness of influencers accomplished in 2024. What’s extra, about the identical share (62%) who use social media for journey planning have booked a visit due to social media content material.
The journey area of interest is equally profitable for influencers. An evaluation accomplished by Statista Analysis Division in Might 2024 estimates that Alex Ojeda, a high TikTok journey influencer, can earn about $13,500 per put up. On common, although, journey influencers cost simply over $200 per sponsored put up in accordance with Sprout Social, guaranteeing that it stays a worthwhile area of interest for manufacturers.
As for engagement charge, you’re taking a look at something from about 2.5% to three.3% on common. What’s fascinating to notice is that per Sprout Social’s information the engagement charge for journey influencer content material spiked in January 2024 to achieve practically 3.85%. Equally to how curiosity in plant-based diets picked up at the start of the 12 months, this means that an influencer area of interest like journey additionally enjoys boosts throughout sure seasons when customers are feeling extra impressed to plan their subsequent journey.
That stated, you don’t need to restrict your self to single-digit engagement. A collaboration between Catarina Rivera and Go to Utah reached an engagement charge of 81.9% in accordance with a case research shared by Captiv8.
Key Standards for a Worthwhile Influencer Area of interest in 2024
When evaluating the profitability of an influencer area of interest, it’s essential to look past follower counts. Key standards value contemplating embrace:
- Alignment with model values
- Product-market
- Engagement charges
- The shopping for energy of the area of interest’s viewers
- Lengthy-term development potential
True success in influencer advertising is achieved when goal audiences view influencers as genuine. For this to occur, there must be a harmonious alignment between the influencer’s content material and the model’s values.
This establishes a real connection between manufacturers, influencers, and their followers which in return builds belief, pivotal in driving viewers motion.
Not solely ought to values align, but it surely also needs to be attainable to combine the product into the content material organically. When an influencer’s viewers is already all for a product class, the partnership seems seamless. This pure match enhances the credibility of each the influencer and the model, resulting in greater engagement charges.
The upper the engagement charge, the extra doubtless viewers members are to take motion upon influencers’ suggestions.
Whereas model alignment is essential and may drive engagement charge, the precise shopping for energy of the viewers ought to nonetheless be saved in thoughts. In any case, likes, shares, and feedback aren’t an actual foreign money.
Search for influencer niches with audiences which have disposable earnings. As influencer campaigns principally occur on-line, they need to additionally habitually store on-line.
As an illustration, tech influencers who cater to early adopters with excessive shopping for energy current profitable partnership alternatives for manufacturers launching new devices.
Past fast gross sales or engagement boosts, worthwhile niches additionally boast an upward trajectory when it comes to viewers development and relevance. Niches aligned with rising developments or rising industries can present sustained engagement and model visibility over time.
Platform-Particular Insights: The place These Niches Thrive
To establish the fitting platform for optimum attain inside every area of interest, it is advisable perceive your viewers and analyze their engagement model. It’s a mixture of discovering the platform the place they’re most lively and one which fits your model of content material (for instance, static posts with lengthy descriptions, long-form video critiques, brief clips, and so forth.).
It would take some experimentation. You’ll first begin with just a few platforms and use platform analytics to check which of them work finest.
That will help you get began, right here’s an outline of which social media platform finest helps the preferred influencer niches primarily based on elements like person demographics and engagement types.
Due to its sturdy visible nature, Instagram is finest for:
- Vogue
- Health
- Meals
- Journey
- Magnificence
Whereas it’s additionally a well-liked supply for parenting ideas (and humor) in addition to dwelling décor, remember the fact that its largest viewers are aged between 25 and 34 with 28.3% of US customers falling into this age group. As such, maintain your content material aimed toward youthful dad and mom with toddlers and budget-friendly DIY ideas.
TikTok
Like Instagram, TikTok can also be an excellent platform for influencers within the following niches:
- Meals
- Health
- Magnificence
- Residence décor
One key distinction between Instagram and TikTok, although, is that TikTok attracts a youthful crowd. In response to information about the distribution of TikTok customers, about 35% of its world viewers are aged between 18 and 24.
As such, maintain the content material enjoyable and entertaining and let TikTok developments information you. Assume health challenges, recipe hacks, and wonder routines.
YouTube
YouTube’s longer video format makes it higher fitted to influencer niches that require in-depth critiques, explanations, or tutorials like:
- Health
- Meals
- Journey
- DIY
- Private finance
- Gaming
- Know-how
You’ll’ve observed that a number of platforms can help a distinct segment like health, for instance.
Nonetheless, to make it work, you’ll want to regulate your content material technique barely.
As an illustration, on Instagram, you’ll put up a video that demonstrates one stretching train or yoga pose, whereas on YouTube you’ll be able to share a complete health routine that features this one motion. Then, on TikTok, you’ll be able to flip it right into a health problem.
As YouTube’s extra well-liked amongst males than ladies (12.1% are male customers between the ages of 25 and 34), tailor your matters to this gender group. For instance, as a substitute of sharing your DIY hack for flip a wooden pallet into a conceit dressing desk, somewhat create a tutorial for the way it can function a instrument field.
Whereas a platform like LinkedIn isn’t essentially linked with influencer advertising it holds the important thing to B2B advertising. Greater than 70% of Linkedin customers worldwide are between the ages of 25 and 54.
Know-how, enterprise capital, and investing are a number of the most adopted hashtags on LinkedIn, making the platform higher fitted to tech and private finance influencers.
Key Methods for Profitable Area of interest Influencer Advertising and marketing: Identification, Genuine Partnerships, and Aim Setting
Manufacturers seeking to establish the fitting influencers inside a distinct segment must make data-driven decisions. There are a variety of free and paid instruments that will provide you with metrics wanted for influencer choice.
You may, for instance, take a look at Seopidty’s free area of interest finder instrument. It identifies long-tail and low-competition key phrases that you should use to search out markets that aren’t as saturated but and may current extra alternatives.
Then, that can assist you with the precise influencer choice inside these untapped markets, you should use influencer analytics instruments like:
When you’ve onboarded related influencers, the main target ought to shift to constructing a relationship. Influencer advertising is all about genuine partnerships—between model and influencer and influencer and audiences.
Method influencers as companions, not simply promoters. It’s best to take the time to grasp their content material and elegance as a way to really feel snug to encourage their inventive freedom. In any case, influencers know their viewers finest and when their content material displays their distinctive voice and elegance that their followers have come to like, you’ll get the very best outcomes.
That stated, whereas influencers needs to be given sufficient room to be their genuine selves, there ought to nonetheless be clear, niche-specific marketing campaign objectives. For instance, in case your area of interest is sustainable trend or residing, getting clients to donate to a charity when making a purchase order might be simply as an enormous win.
TLDR: Folks Over Revenue Is Driving Profitability
It’s fascinating to notice that lots of the most worthwhile influencer niches give attention to sustainability. For manufacturers to drive profitability, they should work with influencers who can drive dwelling the message that they’re within the enterprise of creating eco-friendly decisions.
This theme of sustainability is echoed in a number of niches. For instance, in the event you’re seeking to faucet into the house décor market, you’ll must give attention to concepts that incorporate a component of upcycling. Even a distinct segment like trend that’s historically related to opulence is changing into extra inclusive and environmentally pleasant.
Certain, matters like journey and tech are nonetheless top-performing classes. That stated, going ahead, influencer advertising campaigns that may discover a technique to incorporate sustainability organically will thrive.
Continuously Requested Questions
What’s the finest influencer area of interest?
Among the finest influencer niches are:
- Well being, health, and wellness
- Magnificence
- Private finance
- Gaming
- Meals
- Know-how
- Journey
- Residence décor, inside design, DIY, and crafts
- Vogue
- Parenting, household, (and pets)
What are probably the most worthwhile niches for social media influencers?
In response to information pulled from Sprout Social, trend is likely one of the most worthwhile niches with trend influencers charging about $2,000 per sponsored put up on common. Meals and residential are additionally worthwhile niches for social media influencers with common charge per sponsored put up roundabout $1,700.
What platforms are finest for various influencer niches?
The target market and sort of content material will decide which platform is finest for which influencer area of interest. That stated, Instagram and TikTok are usually the popular alternative for trend, magnificence, meals, and life-style. For niches like expertise and gaming that want extra complete content material like a assessment or tutorial, YouTube is a more sensible choice. X, alternatively, is finest for influencer niches that depend upon information updates like private finance.
How do influencers monetize their content material in varied niches?
Listed below are some ways in which influencers can monetize their content material:
- Sponsored content material
- Internet online affiliate marketing
- Merchandise
- Unique content material like a paid electronic mail publication
- Lengthy-term model partnerships
- Workshops or themed occasions
Is it attainable to achieve success in saturated niches like magnificence or health?
Sure, it’s nonetheless attainable to achieve success in a distinct segment like magnificence or health the place it is advisable compete towards many different influencers. That stated, it’s finest to slim your focus and restrict your content material to, for instance, hair merchandise or pilates, or a sub-niche like inclusive magnificence. As it will likely be tougher to be worthwhile, you’ll want to search out methods to face out and differentiate your self from others. It would even be essential to remain on top of things with trade and content material developments.
Can I change niches after constructing a following?
Sure, you’ll be able to change to a special area of interest after you’ve constructed a following. It’s finest to do that regularly by including just a few posts concerning the new subject at a time. As influencer advertising is all about authenticity, it may also be a good suggestion to be upfront about your plan and share along with your viewers that you just’ll be beginning to put up a couple of totally different subject.
Concerning the Writer
Author
Koba Molenaar brings practically a decade of wealthy expertise in content material writing, specializing in digital advertising, branding, SaaS, and eCommerce. Her ardour for serving to manufacturers, from solopreneurs to established firms, join with their audiences shines by means of her work. As a member of the Golden Key Worldwide Honor Society, Koba’s dedication to excellence is obvious in her work, showcasing her as a relatable and educated voice within the trade.
