When the global pandemic hit, and our lives changed. Remote work became our new normal. Our homes became quarantine shelters. Many of us had to re-examine our relationship with the aspiratory social media posts that we had become accustomed to, as they now seemed so out of touch with our new reality. Most Brands put their influencer-led marketing campaigns on hold as a result. Niche influencers such as travel bloggers suddenly found themselves unable to deliver relatable content.
The new normal we found ourselves in has exposed specific verticals of influencers as out of touch; it has strengthened users’ connections with niches we never thought possible. Since we are stuck at home, humanity has shifted its attention towards making the most of being trapped behind four walls and at the behest of digital screens.
Below are five niche influencer trends we are confident you have never heard of:
1- Plant influencers
Millennial living is increasingly defined by living in cramped apartments in the concrete jungle. To add some color to their lives, apartment owners have started a trend that involves investing in house plants. This trend has become a popular way of adding some diversity and greenery in homes. This trend quickly found a home on social media. Many plant owners have started calling themselves plant parents; it is no surprise that a new crop of plant-influencers has begun to establish themselves and solidify the earning potential of what was once a niche corner of Instagram. This has seen the houseplant and home gardening craze grow with plant-influencers opening new revenue streams such as book deals, partnering with brands, and starting podcasts.
2- Farmer Niche Influencers
In today’s world, where consumers are now more aware of where their food comes from and diligently follow the farm-to-table processes in food production, farmers have found themselves amassing followings for sharing their day to day activates. This desire to access the unvarnished truth about farm life has created a niche in the influencer trend. In addition to content such as pictures and videos, farmer influencers also focus on educating followers about the agricultural industry. Such content helps farmers connect with the people who benefit from the crops and livestock they produce.
3- Teacher Influencers
Remote learning has kicked off at a frightening pace, and teacher influencers are now trending. These academic rock stars reveal what goes on behind the scenes in their classrooms to share their color-coded bookshelves and the infinite amount of worksheets they deal with daily. It is not surprising that these niche influencers attract the attention of fellow teachers, home-school moms, amongst many other followers’. It is not surprising that hashtags such as #TeacherLife trend on Instagram under posts of bright and lively content found in these virtual classrooms. Teacher influencers are monetizing their content by sharing sponsored posts and promoting educational tools use.
4- Therapist Niche Influencers
Therapists have found contemporary relevance on social media; most licensed marriage and family therapists or counsellors share the good advice they would usually share in a counselling session. They share everything from constructive criticism to self-help activities to help you cope with a variety of situations. While they’re not going to send you a diagnosis straight to your DMs, the posts are remarkably informative and offer widely relevant mental health advice. To help develop their brand as a therapist, many of them use their Instagram profiles, seeing customers the rest of the week when they don’t post material. Their material is similar to a self-help book but is available so that most resources for mental wellbeing cannot match.
5- Memes Influencers
Meme accounts provide us with relatable content, and there is an account for every mood. Since we are staying indoors, memes entertain us and have become a way of self-expiration. This has made memes a part of our lives. It’s not surprising they are growing in popularity across all leading stream social media platforms. Particularly Facebook and Instagram, with meme accounts so popular on Instagram such that in August of 2019, Instagram announced that they would be hiring their first-ever “meme manager” to focus on strategic partnerships with digital publishers. Memes are shared over seven times more than other content on Instagram, with these meme accounts are monetizing their content through relatable brands.
Within the past couple of years, we have seen new tiers of influencers arise, and brands employ nano and micro-influencers that provide relevant content. Social media has become populated with content creators dedicated to every facet of our lives. These recent trends in niches may lack the general appeal of their trending counterparts; these current trends provide a more targeted channel for brands looking to make new connections.