Picking a niche feels impossible.

You’ve got too many interests, too many ideas, and every YouTube guru keeps yelling, “Stick to ONE niche!”

But… what if that advice is actually holding you back?

I’ve been there - stuck, overwhelmed, and second-guessing every decision.

So, in this newsletter, I’m breaking down:

• The myths about niching that might be keeping you stuck
• Why most creators don’t even start with a niche (and why that’s totally okay)
• How to actually choose the right niche for your channel

My Personal Struggle

If you’re like me, you’ve spent hours watching videos on how to pick the “perfect” niche - only to be bombarded with conflicting advice and that nagging feeling you’re doing it all wrong.

I threw myself into the music niche when I started two years ago because I loved it.

But soon, I found myself buried in a massive music niche hole I couldn’t escape.

I know that internal conflict and exhaustion all too well, and I’d hate for you to go through the same struggle.

So today, I’m here to help you avoid those mistakes.

Debunking Niching Myths

Myth #1: You Need to Be an Expert First

Ever thought, “I can’t start a YouTube channel because I’m not an expert in anything?” That was one of my first misconceptions.

Basically, being an expert isn’t a requirement for success on YouTube.

Thinking you need to be an expert leads to one problem... you wait until you feel "ready"

And the problem with waiting until you feel “ready” is that you’ll never start.

But the funny thing is that the fastest way to become an expert is to literally just start.

I wasn’t an expert when I began making music content.

I was just one step ahead, sharing what I was learning.

This process, which I call content synthesis, goes like this:

• Learn it: Pick something you’re curious about
• Apply it: Try it out in your own way
• Share it: Make a video about what you discovered

Even if your knowledge feels basic, trust me - what’s simple for you could be a breakthrough for someone else.

Myth #2: You Must Niche Down Immediately

Another myth is that you have to lock yourself into one niche right away.

This often leads to analysis paralysis, where you never make a single video.

For beginners, the focus should be on creating videos and improving by at least 1% each time - not on obsessing over the perfect niche.

You might start in Niche A, experiment with Niche B, and eventually find your “thing” in Niche E.

Even YouTube’s biggest creators experimented with different niches before finding what truly clicked. So when someone tells you to “niche down,” remember - you’re absolutely fine to work your way through multiple niches until you discover the content you love.

The Niche Funnel: Hitting the Right Audience

Basically, when it comes to choosing your YouTube niche, it’s not an all-or-nothing decision. Instead of locking yourself into one rigid category, think of your content ideas as flowing through a niche funnel - a simple way to ensure each video reaches the right audience.

Here’s how it works:

• Broad Topics:​
  These are general subjects that cast a wide net. For instance, on a football channel, a video like “Top 10 Football Drills for Beginners” attracts new viewers, casual fans, and even superfans who appreciate the basics.
• Focused Topics:​
  These videos get a bit more specific. They’re designed for viewers who already have some background knowledge about your niche. Again, for a football channel this would be something like “Mastering the Cruyff Turn: A Step-by-Step Guide.” This is just for the causal fans & superfans.
• Super-Niche Topics:​
  This is deep dive content for your hardcore audience. For example, “Decoding Guardiola’s High Press: Advanced Defensive Tactics”. This speaks directly to superfans who crave in-depth analysis. Sure, it won’t pull in absolute beginners, but it builds trust and loyalty among your most dedicated viewers.

Why does this matter?

By categorising your content into these three levels, you can:

• Attract new viewers with broad topics
• Build a loyal following with focused content
• Deepen engagement with superfans through super-niche videos

The best part? As you experiment and see which type of content performs best, you can double down on what works and grow your channel even faster over time.

In short, the niche funnel gives you the flexibility to grow your channel by reaching the right audience at each level - so you’re not forced to pick one type of content forever.

When to Choose (or Pivot) Your Niche

Deciding whether to niche down can feel like a life-changing choice. In some ways, that's actually the reality—the niche you choose can change your life (it definitely changed mine!).

So, before you even decide, ask yourself:

• Why are you on YouTube? Is it just for fun, or are you building something bigger - like a business?
• Does this niche align with the vision for your life? Will you enjoy it long enough to stay consistent?

When I started, making music videos was fun until the grind set in and I realised I didn’t have a strong “why.” Running a channel as a business is different - the missed targets hit harder, but if you love what you’re building, the work feels like play.

Answering these questions is key because success isn’t just about picking a niche - it’s about picking the niche that's right for you.

Pivoting Successfully

But what if you choose a niche and later realise it’s not right?

When I started on YouTube, I made content around music production & music theory. But when that passion turned into work I didn't enjoy, I decided to pivot.

I experimented with multiple different niches, which helped build my business and even land clients. But it wasn't too long before I landed on the one that completely had my heart: YouTube Strategy.

Now, while I pivoted through those multiple niches, my subscribers became confused (and honestly, they had every right to be!). This meant my videos took a while to get early traction, and there were low seasons where views and growth felt painfully slow. But I kept pushing because I knew that if I stayed resilient and trusted the process, I’d eventually land where I wanted to be.

So, if you're going through a tough season and struggling to find your niche, just keep creating. Keep going. You’ll eventually discover the content you truly love making.

Be true to yourself and ask: "Does what I'm doing right now align with the vision for my life?"

When you find that alignment, everything else falls into place.

Your Niche Decision Framework

Being a YouTuber isn’t easy... unfortunately, you don’t just post videos and go viral.

In 2024, I finally went all-in on a niche that combines my skills, passion, and years of YouTube knowledge. Now I get to do what I love: help other creators grow.

I gained clarity by asking myself some hard-hitting questions. So, here’s a framework to help you decide on the niche you want to build your channel around:

1. What interests you?
2. Why are you doing YouTube?
3. Who are you making videos for?
4. What content fulfils your goals?
5. Where do you want to be in 10 years?
6. Where do you want to be in 2 years?
7. What is your vision for your life?
8. What do you want to learn?
9. What’s sustainable for you?

There’s no “right” or “wrong” way to start - the most important thing is to start before you’re ready.

As you gain experience, and keep creating videos, your niche will become clearer, and you’ll learn what works best for both you and your audience.

Keep creating,

Nat

P.S.

If you're ready to take your channel to the next level, I’m offering a free 20-minute call for actionable, personalized YouTube advice. If you want to pinpoint exactly what you can improve right now to speed up your channel's growth, I'd love to chat with you :) Spots are limited, so book your free call today.