I’ve been noticing something really interesting in the creator space: talent moving from one niche to another.
And I love it. Human beings shouldn’t have to be one thing forever.
But putting the philosophy aside for a second, there’s something particularly interesting about this from an influencer marketing perspective. We’re seeing creators change direction, take their audiences along for the ride and sometimes surpass the numbers and engagement they had in their previous niche.
Recognising influence beyond the category
At Colony, we’re always looking beyond the obvious when it comes to influencer marketing. Because great partnerships aren’t simply about matching a brand to a creator’s niche or follower count. They’re about understanding the person, the audience they’ve built and the potential to create something genuinely meaningful together. In a creator landscape that’s constantly evolving, we believe the real opportunity lies in recognising influence beyond the category.
Which makes me wonder: is what a creator talks about really as important as who the creator is?
Creators who have successfully changed niches
A few examples come to mind.
🍷 Gary Vaynerchuk (GaryVee) started out with Wine Library TV, reviewing wines and sharing his knowledge of the industry, before pivoting into digital marketing, entrepreneurship and motivational business content.
🎧 Marques Brownlee (MKBHD) is globally recognised for his consumer tech content, but he’s also been playing Ultimate Frisbee for 17 years. In 2024, he spoke about the sport and how the professional league gives him a way to share that side of his life with a wider audience. Rather than a complete pivot, it’s an example of a creator bringing different interests into the same public identity.
🎬 ToddyBoya has moved from gaming into pop culture and film content. I was recently on an Oz Comic-Con panel with him, so it’s been great to see that evolution firsthand.
🚴 JackOGFreak is someone I know from a previous role, when I worked extensively with him through the Chiefs Esports Club. Since then, it’s been great to see him take his interests beyond gaming and into gravel cycling, showing how creators can bring their personality and community into entirely different spaces.
🍳 Michael Finch, once known as one of Australia’s original beauty gurus, has successfully pivoted into food and cooking content, becoming a recognised food creator in the process.
Different creators, different journeys, but an interesting common thread: their audiences aren’t necessarily there just for the niche. They’re there for the person behind it.
What it takes for a creator to change direction
Putting my strategic communications hat on, I can’t help but appreciate what these transitions take.
It’s not as simple as waking up one day and deciding to make different content. There’s the challenge of retaining existing followers, finding a thread that connects the old and new, staying true to yourself and bringing your audience along for the journey. There’s gradual integration, audience education and inevitably, the subscriber tax. You will lose people.
But if you get it right, you can also build something bigger than the niche you started in.
What this means for brands and creator partnerships
For brands, I think there are a few takeaways:
- Don’t overlook creators in seemingly strange or unexpected niches. Their value might extend well beyond the content they’re currently making.
- Work with a good influencer specialist/team who can recognise talent, understand the person behind the metrics, and sometimes see potential before the rest of the world does.
- Support creators through burnout or a changing relationship with their original niche. Sometimes, the best thing you can do for a creator partnership is give someone the room to evolve.
- And experiment! Don’t be so attached to what a creator has always done that you miss what they could do next.
Because audiences can follow interests, but they can also follow people.
And nobody remembers boring.
