Have you ever considered starting a highly specific podcast but feared no one would listen? The creator of every successful niche podcast probably had that same thought. However, they still went ahead with it (and you should too!). In a world with over 5 million podcasts, their value is in how unique their content is.
A niche audience might elicit the idea of a small group of fans repeatedly talking about the same topic. In reality, you’d be surprised about the number of people worldwide who might be interested in the same distinct subject you like.
Think Discord channels, Reddit subreddits, and the rise of Facebook groups and Twitter communities—where people convene to discuss anything from the broadest to the most targeted themes. Sometimes, these spaces even become social movements that ignite change.
So, podcasts can be a shift in format for these niche communities. As the number of podcast listeners grows, so does the variety of topics discussed—no matter how particular they are. Let’s explore the power of having a niche audience and three reasons to start a podcast with seemingly no audience.
Fan Loyalty Is a Given
Trends don’t often sway followers of niche industries: They stay loyal to their niche topic and stand by their community even when popularity is gone. Likewise, since there are few or no other places they can turn to for content like yours, they’re more likely to stick around.
For example, when Italian tennis player Matteo Berrettini made it to the final of Wimbledon in 2021, casual fans of the sport became avid fans of Italian tennis players for some time. Eventually, Berrettini got injured and took some months off the tour to heal properly—and the big fanbase of casual followers waned. However, dedicated fans of the nation’s players stayed until he made it back after the injury.
Keep in mind that fans of hyper-specific subjects usually become experts on them, that’s why they prefer detailed, knowledgeable content. Your listenership won’t be big, meaning defining your podcast audience depends on the research, dedication, and creativity you pour into your episodes.
Once you’ve hooked fans of a particular theme with quality content, they’ll likely stay for the long haul. Here’s proof: If we think of listeners as customers, retaining them is key to keeping your niche podcast going, and loyal customers have a 60% to 70% conversion rate, compared to 5% to 20% of new ones.
The value of your content also breeds opportunity within your niche. If your podcast is engaging and well thought-out, it can turn casual fans into loyal ones. While you might not attract millions of followers with your particular scope, growing your listenership of loyal fans at a low but steady pace is always a win for a niche podcast.
Being a Big Fish in a Small Pond
One advantage of microtargeting an audience is competition will be smaller. However, a knowledgeable community rewards passion and commitment.
Other more popular but less specific podcasts might delve into your subject for one episode, but you and your community are all about it. Someone might become invested in the topic and run from the bigger podcast to find you—the voice of the small community.
For example, let’s say a big music podcaster has a section on legendary rock bands of the 90s, and one day they mention Radiohead’s OK Computer. Turns out, the band’s third album is your forte and your podcast’s main topic. Listeners of the big podcast could look deeper into the album, realize they’re keen to know more about it, and find you as the expert on the subject.
Being the big fish doesn’t come automatically, though. If you were already a niche member but never stood out as a pioneer or innovator, strive to ascend to this category with your podcast. Becoming the voice takes effort, even for a small audience, and audience trust and content quality will be the forces to get you there.
Never Running Out of Podcast Ideas
Many people might think a niche topic will run its course over time, but it’s the opposite. An audience of a unique subject often sticks around for the longest, fueled by updates and new angles.
The world constantly changes, and the news cycle doesn’t stop even for the smallest of subjects. You can become a news source for your niche audience and relate broader industry news to your theme.
For example, if your podcast is about Miami Heat’s Big Three era, how would the current dominating NBA team fend against prime LeBron James, Dwayne Wade, and Chris Bosh? Or if your subject is Latin-influenced jazz from the 70s, how do musicians back then compare to this year’s Grammy winner of Best Jazz Instrumental Album?
Content is endless when it’s for niche industries; it’s all about your creativity. Staying in the loop and being an active member of your niche will give you all the ideas you need to keep the show running.
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