Practitioner pattern · Canyon Pergande (Co-founder of SideShift, which sells the creator marketplace, campaign manager network and organic-to-paid ads product he recommends)
Pick a niche that seems too small, like knitting or ballet, then widen
Customers report more conversions and longer-lasting formats; niche ceiling ~$10K/month
Workedpositioning-nicheorganic-short-video
What they did
Choose audiences so narrow they feel too small: knitting, ballet, wrestling/MMA. Content speaks to a very specific audience, and with few competitors winning formats are easier to find and last longer. Most such niches can comfortably reach ~$10K/month; to grow past that, pull in adjacent audiences (e.g. from ballet to the whole dance community) with new product capabilities, formats and personas, and grow the market itself by bringing in people who didn't care before. Contrast: the broad 'monetization' niche (side hustles, UGC, crypto, settlements) is saturated, formats get cloned by dozens of teams and die quickly.
What happened
Canyon says he has seen and heard from many SideShift customers that narrow-niche content converts much better than broad niches, and formats last longer.
In their words
The Superwall Podcast · Canyon Pergande - How To Grow Your App 23x Faster Than The Competition“this might be like knitting, this might be ballet, this might be wrestling in MMA.”
“not only have I seen and heard from a lot of our customers that those pieces of content convert and per- and just drive many more conversions as opposed to like super generic, broad niches, but it's actually a lot easier to find those winning formats and have them last a lot longer”
“if you can find a way to get into, you know, the entire dancing community and find ways to go after these adjacent markets, I think that's where you can actually grow the product much more quickly.”
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