Creators: go small. It’s your edge.

Joan Westenberg
5 min readFeb 10, 2024
Photo by KAL VISUALS on Unsplash

Far too often, the creator economy revolves around viral sensations.

The large figures hog the limelight. We focus on followers in the millions as if only mind-blowing audience numbers matter.

But there’s value and strength in staying small. Niche creators, who immerse themselves in their passions and cater to specific audiences, are reshaping the concept of community-building.

Think about it. You stumble upon a YouTube channel dedicated to restoring vintage books or a podcast discussing the nuances of Tolkien’s Silmarillion. These creators aren’t chasing the next big trend or trying to appeal to everyone. Instead, they’re honing in on what they love and sharing it with a community that values their expertise.

Micro creators thrive in this environment by catering to specialised communities and addressing specific needs that mainstream content producers have overlooked.

One of the defining characteristics of small-scale creators is their emphasis on quality over quantity. Unlike mass media influencers, whose success is measured by the number of views or followers, niche creators prioritise the depth of engagement with their audience. They don’t shoot for viral fame. They focus…