You possibly can have the brightest advertising concepts, however in the event you’ve chosen a distinct segment market with low engagement and fierce competitors it is going to really feel such as you’ll have one hand tied behind your again. Model strategists and managers seeking to sharpen their aggressive edge and enhance their return on funding must faucet into rising traits and the area of interest markets that pop up consequently.
Our The State of Influencer Marketing 2024: Benchmark Report underscores the worth of reaching a particular, devoted viewers over a broad group. We discovered that much more manufacturers plan to rely totally on nano-influencers, up from 39% in 2023 to 44% in 2024.
Listed here are the preferred and worthwhile influencer niches for digital entrepreneurs and influencer advertising businesses, together with concepts on the best way to goal buyer segments extra successfully.
High 11 Most Worthwhile and Trending Influencer Niches in 2024
1. Well being and Wellness (Health, Psychological Well being, and Nicely-Being)
Whereas Googling your signs is seldom a good suggestion, social media platforms have develop into a hub of well being and wellness content material. Along with the final health and psychological well-being ideas, there are additionally health-related sub-niches like holistic wellness, psychological advocacy, and health transformations rising.
The well being influencer area of interest is considerably extra fashionable amongst Gen Z and millennial customers. Based on EMARKETER’s 2023 US Digital Well being Survey, almost 1 / 4 (24.5%) of millennials observe and interact with well being influencers whereas 28.9% of Gen Zers have interaction with (however don’t observe) influencers on this class.
Alternatively, lower than 10% of Gen Z and child boomers observe and interact with well being influencers on social media.
Supply: emarketer.com
For instance, Gymshark, a British-based, multinational health attire retailer, makes use of influencer advertising, particularly on TikTok. As the corporate’s mission is to create a fan-led group, this advertising technique matches as completely because the merchandise they’re promoting. Home of Entrepreneurs, one of many top TikTok influencer marketing agencies that helped the model to onboard Instagram influencers too, shares in one among their influencer marketing success stories that with assist of influencers Gymshark grew to a enterprise price £100 million in simply seven years.
@jessicabickling A sports activities bra and sweats combo on higher physique day is undefeated @Gymshark ♬ The Machine – Reed Wonder & Aurora Olivas
2. Sustainable Residing and Eco-Pleasant Merchandise
Sustainability is greater than a pattern. It’s a prime concern that drives shopper habits, particularly amongst Gen Z and millennials. Based on Deloitte’s 2024 Gen Z and Millennial Survey, 62% of Gen Zers and 59% of millennials reported feeling anxious about local weather change previously month.
Much more are actively taking motion. The identical survey discovered that over 70% of Gen Zs and millennials are taking motion to cut back their impression on the atmosphere.
For a model like The Physique Store that makes use of uncooked, pure elements of their merchandise, it is smart to work with influencers who submit about skincare in addition to sustainable practices. To draw influencers in these niches, they’ve created an influencer program.
They’ve, for instance, labored with Gemma Types, an award-winning podcaster and pro-planet Instagram influencer with over 10 million followers, and Kaushal, an influencer who promotes wellness acutely aware residing.
3. Private Finance and Monetary Literacy
As soon as a subject reserved to conventional settings like lecture halls and newspapers, private finance is now a subject that resonates throughout social media, specifically YouTube and X. Finance influencers like John Liang, Josh Rincon, and Delyanne Barros are taking it upon themselves to bridge the generational hole and make monetary literacy extra accessible by leveraging the platforms youthful audiences frequent.
This shift is partly fueled by the rising want for monetary literacy amongst millennials and Technology Z. Based on a survey accomplished by EMARKETER, solely 39.6% of Gen Z save for long-term targets like retirement.
In 2024, finance influencers began posting extra often and so they’ve been rewarded with extra submit impressions as the common month-to-month submit impressions jumped from about 3,300 to almost 4,200 in a yr. This exhibits that audiences are receptive to studying extra about finance by way of platforms which might be related extra with socializing than strategizing.

Supply: sproutsocial.com
The demand for monetary information, merchandise, and apps makes this a worthwhile area of interest for manufacturers. Sprout Social estimates the common worth of finance influencer posts for manufacturers at between $1,400 and $1,750.
4. Parenting and Household Life
Parenting is a high-engagement area of interest for manufacturers in child care, house merchandise, and family-focused content material. Based on information pulled from Tagger by Sprout Social, parenting influencers boast a median submit engagement price of about 6%.

Supply: sproutsocial.com
Our The State of Influencer Marketing 2024: Benchmark Report places the common engagement price at 2.05% for Instagram and between 1.9% and three.47% for YouTube. Which means relying on the platform and influencer’s viewers measurement, you possibly can count on double (if no more) the common engagement price on this area of interest.
For an example of a profitable parenting influencer partnership, you possibly can take a look at how Hannah & Henry, a web-based retailer promoting diaper luggage created for busy mother and father, used influencer advertising to develop gross sales. With the assistance of Referwo, an influencer advertising platform, they recognized 40 influencers to succeed in new audiences. They solely needed to publish 62 items of content material to generate over 27,000 likes and feedback and nearly $9,000 in gross sales.
5. Gaming and Esports
To present you an thought of gaming’s reputation amongst Gen Z audiences, take into account the next stat:
Almost half of US Gen Zers observe influencers who submit gaming content material, making it the preferred area of interest amongst this demographic.
Then, in the event you consider what number of web customers play video games, the gaming segment’s appeal and reach across age groups and gender develop into extra evident. Greater than 90% of male web customers between the ages of 16 and 44 play video video games. Plus, only some p.c fewer females on this age bracket share the identical pastime.
For an instance of how one can appeal to audiences throughout age teams, you possibly can take a look at the work Cloutboost, one of many leading gaming influencer marketing agencies, did for PONOS Company. They re-engaged present gamers in addition to attracted new ones to have fun the 10-year anniversary of The Battle Cats cellular recreation.
For this gaming marketing campaign, they solely labored with two YouTube influencers, showcasing the huge attain of YouTubers on this area of interest. The one video posted by Caylus generated over 250,000 views, hundreds of likes, and a whole lot of feedback.
In complete, the marketing campaign generated almost 30 million impressions, over 410,000 views, and near 9,000 likes.
6. Style and Magnificence (Sustainable and Inclusive)
After digital merchandise, magnificence and skincare is the main product category sold by content creators within the US.
Plus, shopper considerations surrounding sustainability and inclusivity have turned sustainable trend and inclusive magnificence into highly effective actions, with content material posted about these subjects driving increased engagement and model loyalty.
This has additionally given rise to quite a lot of key sub-niches like:
- Thrifting
- Measurement-inclusive trend
- Vegan magnificence
It’s particularly the environmental impression of quick trend that has given thrifting a brand new lease on life. For instance, Sutton Stracke, American businesswoman, socialite, and one of many Actual Housewives of Beverly Hills, is exhibiting together with her personal sustainable trend model—Sutton Brands—how trend might be each trendy and sustainable. By selling the reuse and repurposing of clothes and choosing timeless classics, influencers like Sutton Stracke, highlights the worth of lowering waste and lengthening the life cycle of clothes.
Then, if manufacturers use various sizing choices and fashions of various physique sorts, they’ll create a way of belonging amongst extra customers. When clients see themselves represented, they’re extra more likely to have interaction with and stay loyal to these manufacturers.
Simply as customers search sustainability in trend, they’re additionally gravitating in the direction of vegan and cruelty-free magnificence merchandise. Like with sustainable trend, influencers on this area of interest focus quite a lot of their content material on educating their audiences about the advantages of plant-based elements and the significance of moral sourcing.
The truth is, these sub niches can even overlap as this submit by Dana, a sustainable trend and sweetness blogger illustrates. Whereas she encourages customers to modify to vegan-friendly make-up manufacturers, she first asks them to make use of what’s left as an alternative of including a usable product to the garbage bin.
7. Residence and DIY Crafting
As high-performing niches like sustainable residing and inclusive magnificence have proven, social media areas have develop into locations the place private expression and creativity are celebrated. This helps to offer conventional classes like DIY and residential décor a brand new lease on life.
Plus, with environmental consciousness on the rise, many creators are doing precisely that
by upcycling and repurposing outdated supplies. Different traits in house décor, group, and DIY that make this a high-engagement area of interest embody:
- Maximalism embracing daring colours
- Good house integrations
- Customized wall artwork
- Multi-functional residing areas
For instance, this paid partnership between Katie Sharpe, who shares DIY tutorials and residential décor ideas, and transform.ai, a house renovation and design app, appeals to eco-friendly house renovators, leveraging two high-performing influencer niches concurrently.
As for the worth that a lot of these posts can supply manufacturers, Sprout Social estimates the earned media worth (EMV) at about $1,500 per submit.

Supply: sproutsocial.com
8. Meals and Beverage (Vegan, Clear Consuming, and Micro-Cuisines)
Clear-eating and vegan influencers, with their devoted followings and powerful moral stances, supply a singular attraction. As they’re sometimes dedicated to a life-style that goes past mere dietary preferences, seeing it as an ethical or health-centric selection, it’s probably the most genuine influencer niches.
Plus, the worldwide shift in the direction of more healthy and extra sustainable residing has expanded the viewers for vegan and clean-eating content material. With extra customers considering plant-based diets and sustainable meals selections, these influencers have an increasing attain past simply area of interest audiences.
It’s fascinating to notice how the curiosity in plant-based diets sharply will increase firstly of the yr, in keeping with Google Traits. Customers sometimes add diets as a brand new yr’s decision, making it a really perfect time for manufacturers to launch a marketing campaign with vegan influencers.
Alongside vegan and clean-eating influencers, there’s additionally a rising curiosity in these selling regional or micro-cuisine content material. These influencers carry distinctive cultural views and flavors to the desk, interesting to meals lovers wanting to discover new culinary horizons.
Regional and micro-cuisine influencers may also help manufacturers join extra authentically with native audiences. Their intimate information of native tastes and traditions permits them to create content material that resonates on a cultural stage, making them superb companions for manufacturers seeking to develop their attain in particular markets, like this marketing campaign between Edwin Tan (aka Dutch Eats) and the burger restaurant Smash Rotterdam to promote their veggie burger exhibits.
TikTok and Instagram particularly are nice platforms for meals manufacturers attempting to succeed in youthful audiences. About 70% of Gen Zs have listed TikTok as their most precious social platform for meals suggestions.
9. Luxurious and Excessive-end Life-style
Few have the posh to buy high-end gadgets on-line. That mentioned, these that may afford, like to have interaction with manufacturers on social media. About half of prosperous customers the world over both adopted, preferred, or really helpful a luxurious model, as revealed by a global survey about social media activity in relation to luxury brands accomplished firstly of 2024.
Prosperous feminine customers sometimes work together extra with luxurious manufacturers on social media, with more than half participating with their manufacturers’ content material.
These stats present that aspirational content material is not restricted to shiny journal spreads or TV adverts exhibiting unattainable existence. Luxurious influencers are making opulence really feel accessible, customized, and genuine. They share a mixture of high-fashion, journey escapades, and positive eating, all infused with a private contact that invitations their followers into their world whereas sustaining an aura of exclusivity.
Surprisingly, although, it’s youthful customers that have interaction extra often with luxurious manufacturers. About 60% of prosperous customers of their 20s and 30s work together with luxurious manufacturers on social media, in comparison with solely 40% aged 40 and older.
And, it’s not simply restricted to likes and feedback. About 45% of all luxury goods spending the world over had been made by millennials. Excessive-end magnificence merchandise specifically are a worthwhile product class. A 2023 survey reveals that about 70% of US millennials are prepared to spend extra on luxurious magnificence merchandise.
10. Know-how and Digital Innovation
Tech influencers are expert at breaking down advanced know-how into digestible content material, usually taking the type of unbiased evaluations. Not solely do customers belief their trustworthy assessments, however as they’ve their finger on the heartbeat of the most recent tech developments their insights information customers’ buying selections.
When working with influencers within the tech area of interest, Fb isn’t the very best platform, although. Knowledge shared by Statista places the average engagement rate for tech and software posts on Facebook at 0.03%, half the general common submit engagement price of 0.06%.
Moburst, one of many top tech influencer marketing agencies, had nice success working with tech influencers on Instagram and TikTok to assist Trucaller differentiate its model and talk its worth proposition. Based on the case research about Truecaller’s influencer marketing campaign, it labored out to solely $0.04 per view and $0.82 per engagement. Engagement reached 5%, properly above the common price.
11. Journey
About six out of 10 social media customers really feel that journey influencers are a helpful supply of knowledge, in keeping with a survey measuring the perceived usefulness of influencers accomplished in 2024. What’s extra, about the identical proportion (62%) who use social media for journey planning have booked a visit due to social media content material.
The journey area of interest is equally profitable for influencers. An evaluation accomplished by Statista Analysis Division in Might 2024 estimates that Alex Ojeda, a prime TikTok journey influencer, can earn about $13,500 per submit. On common, although, journey influencers cost simply over $200 per sponsored submit in keeping with Sprout Social, guaranteeing that it stays a worthwhile area of interest for manufacturers.
As for engagement price, you’re taking a look at something from about 2.5% to three.3% on common. What’s fascinating to notice is that per Sprout Social’s information the engagement price for journey influencer content material spiked in January 2024 to succeed in almost 3.85%. Equally to how curiosity in plant-based diets picked up firstly of the yr, this implies that an influencer area of interest like journey additionally enjoys boosts throughout sure seasons when customers are feeling extra impressed to plan their subsequent journey.
That mentioned, you don’t must restrict your self to single-digit engagement. A collaboration between Catarina Rivera and Go to Utah reached an engagement price of 81.9% in keeping with a case research shared by Captiv8.
Key Standards for a Worthwhile Influencer Area of interest in 2024
When evaluating the profitability of an influencer area of interest, it’s essential to look past follower counts. Key standards price contemplating embody:
- Alignment with model values
- Product-market
- Engagement charges
- The shopping for energy of the area of interest’s viewers
- Lengthy-term progress potential
True success in influencer advertising is achieved when goal audiences view influencers as genuine. For this to occur, there must be a harmonious alignment between the influencer’s content material and the model’s values.
This establishes a real connection between manufacturers, influencers, and their followers which in return builds belief, pivotal in driving viewers motion.
Not solely ought to values align, but it surely must also be doable to combine the product into the content material organically. When an influencer’s viewers is already considering a product class, the partnership seems seamless. This pure match enhances the credibility of each the influencer and the model, resulting in increased engagement charges.
The upper the engagement price, the extra possible viewers members are to take motion upon influencers’ suggestions.
Whereas model alignment is vital and may drive engagement price, the precise shopping for energy of the viewers ought to nonetheless be saved in thoughts. In any case, likes, shares, and feedback aren’t an actual forex.
Search for influencer niches with audiences which have disposable earnings. As influencer campaigns largely occur on-line, they need to additionally habitually store on-line.
As an example, tech influencers who cater to early adopters with excessive shopping for energy current profitable partnership alternatives for manufacturers launching new devices.
Past fast gross sales or engagement boosts, worthwhile niches additionally boast an upward trajectory when it comes to viewers progress and relevance. Niches aligned with rising traits or rising industries can present sustained engagement and model visibility over time.
Platform-Particular Insights: The place These Niches Thrive
To determine the correct platform for max attain inside every area of interest, it’s essential to perceive your viewers and analyze their engagement type. It’s a mixture of discovering the platform the place they’re most energetic and one which fits your type of content material (for instance, static posts with lengthy descriptions, long-form video evaluations, brief clips, and many others.).
It’s going to take some experimentation. You’ll first begin with a couple of platforms and use platform analytics to check which of them work greatest.
That will help you get began, right here’s an outline of which social media platform greatest helps the preferred influencer niches primarily based on elements like consumer demographics and engagement types.
Due to its sturdy visible nature, Instagram is greatest for:
- Style
- Health
- Meals
- Journey
- Magnificence
Whereas it’s additionally a well-liked supply for parenting ideas (and humor) in addition to house décor, take into account that its largest viewers are aged between 25 and 34 with 28.3% of US customers falling into this age group. As such, hold your content material geared toward youthful mother and father with toddlers and budget-friendly DIY ideas.
TikTok
Like Instagram, TikTok can also be a really perfect platform for influencers within the following niches:
- Meals
- Health
- Magnificence
- Residence décor
One key distinction between Instagram and TikTok, although, is that TikTok attracts a youthful crowd. Based on information about the distribution of TikTok users, about 35% of its international viewers are aged between 18 and 24.
As such, hold the content material enjoyable and entertaining and let TikTok traits information you. Assume health challenges, recipe hacks, and sweetness routines.
YouTube
YouTube’s longer video format makes it higher suited to influencer niches that require in-depth evaluations, explanations, or tutorials like:
- Health
- Meals
- Journey
- DIY
- Private finance
- Gaming
- Know-how
You’ll’ve seen that a number of platforms can help a distinct segment like health, for instance.
Nonetheless, to make it work, you’ll want to regulate your content material technique barely.
As an example, on Instagram, you’ll submit a video that demonstrates one stretching train or yoga pose, whereas on YouTube you possibly can share an entire health routine that features this one motion. Then, on TikTok, you possibly can flip it right into a health problem.
As YouTube’s extra fashionable amongst males than ladies (12.1% are male customers between the ages of 25 and 34), tailor your subjects to this gender group. For instance, as an alternative of sharing your DIY hack for the best way to flip a wooden pallet into an arrogance dressing desk, relatively create a tutorial for the way it can function a device field.
Whereas a platform like LinkedIn isn’t essentially linked with influencer advertising it holds the important thing to B2B advertising. Greater than 70% of Linkedin customers worldwide are between the ages of 25 and 54.
Know-how, enterprise capital, and investing are among the most followed hashtags on LinkedIn, making the platform higher suited to tech and private finance influencers.
Key Methods for Profitable Area of interest Influencer Advertising: Identification, Genuine Partnerships, and Objective Setting
Manufacturers seeking to determine the correct influencers inside a distinct segment must make data-driven selections. There are a selection of free and paid instruments that will provide you with metrics wanted for influencer choice.
You possibly can, for instance, take a look at Seopidty’s free area of interest finder device. It identifies long-tail and low-competition key phrases that you should utilize to search out markets that aren’t as saturated but and may current extra alternatives.
Then, that can assist you with the precise influencer choice inside these untapped markets, you should utilize influencer analytics tools like:
When you’ve onboarded related influencers, the main target ought to shift to constructing a relationship. Influencer advertising is all about genuine partnerships—between model and influencer and influencer and audiences.
Method influencers as companions, not simply promoters. You must take the time to know their content material and magnificence so that you could really feel snug to encourage their inventive freedom. In any case, influencers know their viewers greatest and when their content material displays their distinctive voice and magnificence that their followers have come to like, you’ll get the very best outcomes.
That mentioned, whereas influencers must be given sufficient room to be their genuine selves, there ought to nonetheless be clear, niche-specific marketing campaign targets. For instance, in case your area of interest is sustainable trend or residing, getting clients to donate to a charity when making a purchase order might be simply as an enormous win.
TLDR: Individuals Over Revenue Is Driving Profitability
It’s fascinating to notice that lots of the most worthwhile influencer niches give attention to sustainability. For manufacturers to drive profitability, they should work with influencers who can drive house the message that they’re within the enterprise of creating eco-friendly selections.
This theme of sustainability is echoed in a number of niches. For instance, in the event you’re seeking to faucet into the house décor market, you’ll must give attention to concepts that incorporate a component of upcycling. Even a distinct segment like trend that’s historically related to opulence is changing into extra inclusive and environmentally pleasant.
Certain, subjects like journey and tech are nonetheless top-performing classes. That mentioned, going ahead, influencer advertising campaigns that may discover a solution to incorporate sustainability organically will thrive.
Steadily Requested Questions
What’s the greatest influencer area of interest?
Among the greatest influencer niches are:
- Well being, health, and wellness
- Magnificence
- Private finance
- Gaming
- Meals
- Know-how
- Journey
- Residence décor, inside design, DIY, and crafts
- Style
- Parenting, household, (and pets)
What are essentially the most worthwhile niches for social media influencers?
Based on information pulled from Sprout Social, trend is likely one of the most worthwhile niches with trend influencers charging about $2,000 per sponsored submit on common. Meals and residential are additionally worthwhile niches for social media influencers with common charge per sponsored submit roundabout $1,700.
What platforms are greatest for various influencer niches?
The target market and kind of content material will decide which platform is greatest for which influencer area of interest. That mentioned, Instagram and TikTok are sometimes the popular selection for trend, magnificence, meals, and way of life. For niches like know-how and gaming that want extra complete content material like a overview or tutorial, YouTube is a better option. X, then again, is greatest for influencer niches that rely on information updates like private finance.
How do influencers monetize their content material in varied niches?
Listed here are some ways in which influencers can monetize their content material:
- Sponsored content material
- Affiliate marketing online
- Merchandise
- Unique content material like a paid e-mail e-newsletter
- Lengthy-term model partnerships
- Workshops or themed occasions
Is it doable to achieve success in saturated niches like magnificence or health?
Sure, it’s nonetheless doable to achieve success in a distinct segment like magnificence or health the place it’s essential to compete towards many different influencers. That mentioned, it’s greatest to slender your focus and restrict your content material to, for instance, hair merchandise or pilates, or a sub-niche like inclusive magnificence. As will probably be more durable to be worthwhile, you’ll want to search out methods to face out and differentiate your self from others. It’s going to even be essential to remain up to the mark with business and content material traits.
Can I change niches after constructing a following?
Sure, you possibly can change to a unique area of interest after you’ve constructed a following. It’s greatest to do that step by step by including a couple of posts in regards to the new matter at a time. As influencer advertising is all about authenticity, it may also be a good suggestion to be upfront about your plan and share together with your viewers that you simply’ll be beginning to submit a couple of completely different matter.