Finding your UGC niche: not more content, a clearer position

Plenty of new UGC creators do the same thing: shoot a few videos in every category and put them all in the portfolio. Skincare, coffee, phone cases, pet food. The logic: the wider I go, the more brands will pick me.

In practice the opposite happens. When a brand looks for a creator, it has a specific product, audience and type of video in mind. If your portfolio shows a bit of everything, it can't clearly see what it's looking for, so it moves on.

You don't need more posts. You need a clearer position.

A niche is where three questions meet

Thinking of a niche as a category name ("beauty", "tech") makes it harder. A more useful definition: who are you making content for, about which problem, in which format?

• Who for: who actually uses the product? Not "women", but "busy people who can't spend more than five minutes on a morning routine".
• Which problem: what does that person get stuck on day to day? Brands want their product shown as the answer to a problem.
• Which format: which video do you shoot best? Unboxing, before and after, a one-take explainer, street-interview style.

Where the three meet is your position. "The creator who shows quick routines for busy people in one-take explainers" is far easier to remember than "I make beauty content".

Work backwards from your own videos

You don't need to sit and wait for inspiration to find a niche. You already have data: the videos you've made.

• Line up your recent videos. Which ones made time disappear while you were shooting?
• Which ones got questions from brands or viewers? "Where did you get this", "could you shoot this for us too".
• Which ones did you finish without reshooting? Work that flows easily is usually where you're strong.

The product type and format that repeat across those three lists are the shortest path to your niche. Instead of guessing, you're reading your own track record.

A niche isn't a cage

The most common worry: if I narrow my niche, I'll miss the other brands. Choosing a position doesn't mean turning down other work. It decides what brands see on the first screen of your portfolio.

Brands often bring work from neighbouring categories to a creator with a clear position, because they know what that creator does well. A vague portfolio struggles to win even the work in its own category.

Try your position for a few months, look at the offers that come in and adjust if needed. A niche isn't a label you pick once and carry forever. It's a description that grows with your work.