More Than Money: Everyday Creators Craft Connections Beyond Monetization

Creators come in all shapes and sizes.

But in a world where authenticity is increasingly valued, there’s a certain kind of creator who gets higher engagement than any other. In fact, this type of creator might be the key to customer engagement. No, I’m not talking about MrBeast or Charli D’Amelio. In fact, the creators I’m talking about aren't even really motivated by financial gains or fame. Instead, their content is driven by a genuine passion and a deep connection with their audience.

They are known as niche creators. Some people call them “micro-influencers” or “nano-influencers”. They are regular people with less than 1000 followers making content in niche communities on LinkedIn, Instagram, TikTok and YouTube. In other words: you’ve never heard of them. But their authenticity may hold the key for brands looking to form meaningful, lasting connections with audiences. To understand why, let’s get to know the niche creator a little better.

Have A Niche Day

Recent research by Drew Harwell and Taylor Lorenz from The Washington Post shines a light on the massive scale of the creator economy. Their findings reveal tens of millions of individuals who regularly engage in content creation in the U.S. alone. (Some studies put the figure at 303 million worldwide!) This includes a long tail of niche creators who, rather than seeking fame or fortune, are motivated by a love for their craft or simply to contribute to the communities they’re a part of. Most of these niche creators don’t even think of themselves as professionals. The vast majority make less than $1,000 a year from their work as creators.

In an age where humans are increasingly skeptical of traditional advertising (even “influencer marketing” has started to lose its luster), the genuine enthusiasm and trustworthiness of the niche creator stands out. What they lack in follower count, niche creators make up for in their ability to captivate audiences in a way that big influencers often can't, fostering intimate, topic-oriented communities.

How niche do niche creators get? Here’s one we randomly found on the NewTuber Redditt: “I make videos about Romanian history (for example "why Pepsi succeeded on the communist market in Romania and not Coke) with voice over in Romanian and English subtitles for those who want to learn Romanian.” Talk about a hyper-targeted audience!

Imagine how the above creator’s followers would think about a brand that used their content in a campaign. Now consider that 84% of consumers are more likely to trust a brand’s marketing campaign if it features user-generated content and you start to understand the power of niche creators.

Rules Of Engagement

One of the primary hurdles for marketers in working with niche creators is identifying and connecting with them. Unlike their more prominent counterparts, these creators often operate under the radar, making them harder to identify and get in touch with. Their motivations and expectations differ significantly, centering around community and creativity rather than financial incentives. They may not even understand that they could be licensing their content to brands!

Another challenge lies in establishing fair compensation and collaboration terms. Traditional influencer marketing frameworks don't necessarily apply here. These creators value their independence and authenticity, and they also may not be very knowledgeable in the ways of marketing, making it crucial for brands to approach them with respect and an understanding of their unique needs and perspectives.

Building and maintaining relationships with niche creators requires a nuanced understanding of their content, audience, and personal brand ethos. It's not just about a transaction, but fostering a mutually beneficial partnership that aligns with both the creator's values and the brand's objectives. It’s essential that you have someone on your team (or a trusted expert) curating and understanding your creator universe as you build it.

How To Go Niche

Here’s 5 things to think about when considering different niche influencers:

1. Map The Niches: If you want to find creators in niche markets, you have to map out all the niches that overlap with your brand. If you’re a truck brand, you might look in the camping niche and the construction niches.
2. Make Lots Of Little Bets: Spread the love. Each partnership might not cost you much, but remember, you are supporting a local hero here. Their fans will love you. Your dollars go farther than you think with niche creators.
3. Engagement Over Popularity: We want those influencers whose followers hang on to every word they say, every post they make. So forget the follower count and look for consistency and engagement rates.
4. Content is King: Just because a creator is small doesn’t mean they can’t make amazing content. Camera technology and social sharing platforms have turned us all into storytellers. So prepare to be amazed by what you find.
5. Don’t Go It Alone: With so many niche creators, you might want some help curating, collecting or licensing content. At Catch+Release, we do this for brands and agencies every day. Our platform is designed to ease the complexities of working with this diverse group of creative humans, enabling you to build meaningful connections that resonate with audiences on a deeper, more authentic level. So give us a shout.

P.S. Like the blog’s thumbnail? Shoutout to @rambosphotos from our Creator Community!