The Truth About “You Are the Niche” – Why This Advice is Keeping You Stuck on Instagram

There’s a piece of advice floating around in the personal brand and Instagram growth space that goes like this: “You are the niche.”

Sounds great, right? Post whatever you like, share your journey, talk about your interests, and somehow, magically, you’ll grow an engaged audience.

Here’s the problem: It doesn’t work like that when you’re just starting out.

If you’ve been following this advice and wondering why your Instagram isn’t growing, this post is your reality check.

The Real Problem With “You Are the Niche” Advice

Look, I’m not saying this advice is complete BS. The people pushing this idea—guys with massive personal brands—aren’t wrong.

But what they forget to tell you is that this only works once you’ve built a following.

When you’re brand new to Instagram, here’s what happens when you follow this advice blindly:

1️⃣ You post a little bit of everything – Your morning routine, your weight loss, your business ideas, your favorite Netflix show, your dog, your thoughts on life, your dinner… all in the same week.

2️⃣ You confuse the algorithm – Instagram doesn’t know what your page is about. One day you post a fitness video that gets 1,000 views, the next day a business tip that gets 100 views, and the next day a cat video that gets 10,000 views. No consistency = no growth.

3️⃣ You confuse your audience – Someone follows you for fitness, but then they see five random posts about real estate, motivation, and your trip to the zoo. Now they don’t know what to expect, so they stop engaging.

4️⃣ You never get good at making content – Creating great content takes reps. When you’re bouncing between topics, you never get the chance to improve in one specific area. You’re just stuck making average content that never takes off.

What You Should Do Instead

Forget the idea that you can post about everything and grow. Instead, start with ONE theme and ONE post series.

Step 1: Pick a Theme for Your Page

Your theme is what your page is known for. It’s what people follow you for. It’s what you’re focused on right now in your life.

✔️ Are you in a weight loss phase? Make your page about fitness.
✔️ Are you obsessed with business? Make your page about entrepreneurship.
✔️ Are you growing your real estate career? Make your page about real estate.

Your theme can change over time (mine has), but you need to commit to ONE focus first.

Step 2: Create ONE Post Series

Your post series is a repeatable content format that you post again and again.

Examples:
✅ Fitness Theme: “What I Eat in a Day” posts
✅ Business Theme: Daily short-form business lessons
✅ Real Estate Theme: “Property Tour of the Day”

Your post series makes it easy to create content because you’re not reinventing the wheel every time you post.

How to Expand Your Content the Right Way

Once you’ve built momentum with one theme and one post series, then you can gradually add new content series that relate to your original theme.

Example:

• If your page is about fitness, you can add a nutrition series.
• If your page is about business, you can add a sales strategy series.
• If your page is about real estate, you can add a home renovation tips series.

This way, everything still makes sense on your page. You’re not suddenly posting about your dog when people followed you for business advice.

Why Big Personal Brands Can Post Whatever They Want

Once you have a huge audience, you can post whatever you want because your followers are already invested in you.

Look at guys like Alex Hormozi, Grant Cardone, and Ryan Pineda. Today, they post about everything—business, personal life, motivation, etc.

But go back and look at their early content. What do you see?

🔹 Alex Hormozi → Business & sales tips
🔹 Grant Cardone → Real estate & money
🔹 Ryan Pineda → Real estate & flipping houses

They focused on ONE thing first.

Once they built trust, credibility, and an audience, then they expanded their content.

Final Thoughts: Stop Overcomplicating This

If you want to grow on Instagram, keep it simple:

✅ Pick ONE theme
✅ Create ONE repeatable post series
✅ Post consistently and improve with every post
✅ Once you have momentum, expand

That’s it. Master the basics first. Then, when you have a following, you can post whatever the hell you want.

Now go get to work. 🚀