Niche Saturation Syndrome
How to find your place
Niche Saturation Syndrome:
A feeling of anxiety that every niche is oversaturated, with analysis-paralysis as you try to find a way to stand out.
This week’s issue is a short excerpt from one of my all-time favourite creators —
.If you’re an aspiring creator, you've probably felt this:
That dreaded feeling when you see a ‘competitor’ publish content that’s the same as yours
Anxiety that every niche is saturated
Analysis paralysis as you struggle to find a way to stand out.
But here’s the thing: success as a creator often isn’t about winning in a competitive arena; instead it’s about discovering or creating your own arena.
In business strategy, this is the difference between a Red Ocean and a Blue Ocean:
Red Ocean represents a crowded, highly competitive market. Think of niches where everyone’s fighting for the same audience, making the same video ideas, and trying to make as many as possible as quickly as possible. It’s exhausting. And doesn’t feel rewarding.
Blue Ocean, on the other hand, is where you create a new demand by offering something fresh and innovative. It’s a space with little to no competition because you’ve either found a unique twist on an existing niche or carved out an entirely new one. Instead of fighting for scraps in a saturated market, you’re sailing in clear waters where your content can shine on its own.
It’s the difference between Coke competing with Pepsi (Red Ocean) and Air BnBs competing with traditional hotels (Blue Ocean) — or Samsung competing with Apple (Red Ocean) and Netflix competing with Blockbuster (Blue Ocean).
Here’s how you can create your own 'Blue Ocean':
1. Stop Overthinking, Start Creating
A lot of creators hold themselves back by overanalysing everything before they even get started. The truth is, you can’t find your Blue Ocean just by thinking—you have to dive in. Make your first 10-20 videos without worrying too much about where you fit. This phase is all about finding your rhythm and discovering what excites you and your audience.
2. Map Out Your Competitive Arena
This is where you evaluate the Red Ocean you're swimming in. Look at the top 10-30 creators in your niche and assess their tone, style, and content.
Now ask yourself: 'where can I zig when they zag?' Maybe your competitors are formal and polished, and you can offer something more laid-back and authentic. Or maybe everyone’s going broad, and you could laser-focus on one specific topic that’s under-served.
3. Find Your X Factor
Think about how you can leverage your unique skills, background, or perspective to stand out. Are you more relatable? More in-depth? More experimental? The trick is to lean into what makes you, you.
Your journey might start in a Red Ocean, but with enough effort, reflection, and experimentation, you can find your Blue Ocean.
So, ask yourself: what’s your Blue Ocean?
Hope you enjoyed this short read.
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Love the insights and shortness. I needed that as a reminder.
Great to hear this as a creator who is just starting out in step 1 :)