Streaming is not a one-stop shop

Streaming is not a one-stop shop: Find out why your audience needs more

When you are building a new channel, separating an effective strategy from a false lead can be challenging. You may be tempted to create content that appeals to a broad audience in order to satisfy your current viewers and attract new ones. This can result in trying to keep up with every new game release or copying popular streamer show formats, leading to a one-stop show approach where you aim to provide everything for all viewers and hope something sticks. Nevertheless, this method is not sustainable, since your channel is unlikely to be the only one your viewers watch. Most viewers tend to watch various streamers and prefer unique content rather than seeing the same subject covered by multiple sources. To provide the best experience for your viewers and to maintain your own happiness, it’s important to focus on what you excel at and let others excel in their own areas of expertise. 

The Overrated nature of Fair Fights

Many streamers aim to be like Walmart, attempting to provide a wide range of content for all demographics. Just like a shopper can get everything they need in one visit to Walmart, a viewer can find all the content they want in one place. However, trying to compete with a giant like Walmart in real life by opening a small shop with limited resources, staff, and product variety would be a recipe for failure. To succeed, it’s important to differentiate oneself and stand out from the competition. Have you ever come across a remarkable local mom-and-pop shop store? The type of store that offers specialized products, a unique atmosphere, and sometimes even community events. Despite the wide range of products offered by big stores like Walmart, they simply cannot replicate the experience of visiting a specialty shop. The same holds true for your stream channel, by focusing on a specific niche and providing something unique, you can become a sought-after commodity and stand out from the competition.  The key to success is not to defeat your competition, but to carve a specialized enough niche that competition becomes irrelevant. 

Specializing for success: Be unique

In order to grow your stream channel, you need to focus on offering a unique and specialized experience like a small ‘Mom and Pop” shop. The more specific you are in your niche, the less relevant competition becomes. Big businesses like Amazon and Facebook started small and targeted a specific audience before expanding. Start by being the biggest first in a small pond before branching out to increase your chances of success in streaming. In a previous article Be Yourself on Stream we emphasized the importance of incorporating your personal interests and passions into your channel. If you have a deep understanding or strong passion for a specific topic, your channel can stand out even against larger ones. Your unique perspective and approach to your streams can make you an authority figure on the subject in the eyes of your viewers, attracting them to your channel even if the subject is a niche, it will pay off in the long run. 

Encourage word-of-mouth endorsements

An important question to ask yourself and answer as honestly as possible is: What is the standout characteristic that someone would mention to their friend when promoting your stream? You want to consider what set’s your channel apart from others and decide what unique aspect they would highlight. Ditch the generic answers like “I play new games” or “my community” and focus on what people associate with your channel.  Perhaps it is your vast knowledge of 90s movies, creative OBS layouts, or funny glasses. No matter how small, it’s important to embrace this unique trait and make it a defining feature of your channel.  Be proud to be known for something, rather than just being noticed. Anyone can attract followers by playing a new game, but it takes a clear and memorable hook to retain and grow an audience.  Remember it doesn’t matter if your niche has been done before. Your unique take on a common interest can set you apart from the rest and make you memorable. For example, I love solving the Rubik’s cube while playing Fortnite and have to embrace the identity of puzzle solver in my streams. These small details help me stand out among other Fortnite streamers and attract viewers who want to be part of that unique experience.  Establishing a clear and distinct look will encourage viewers to keep coming back for more. 

Final thoughts

As we discussed in the entry Your Elevator pitch we emphasized the need to find a characteristic that sets your channel apart from others. This doesn’t mean fabricating a fake persona, but rather highlighting something genuine about yourself or your streaming style. If you are unsure of what makes you unique don’t fret because, with time and experience, you’ll naturally discover what sets you apart. Even if it takes a while to identify your niche, it’s better to have a clear distinction than to blend in with other streamers. Over time, your specialty may change and grow, but having at least one defining feature will give you a competitive edge. Embrace your channel’s individuality and recognize that it can’t be all things to all people, you too can shine brightly and stand apart from the masses.