The Death of the Niche: Why Personal Brands Are Taking Over Social Media
Exploring the rise of personal brands and what it means for marketers, creators, and businesses.
A Shift Toward Human Connection
One trend reshaping social media is the abandonment of the niche. This shift is changing how we create and consume content, interact with brands, and make purchasing decisions. At its core, it’s about finding humanity in a world increasingly dominated by AI.
The concept of a personal brand isn’t new—if you’re in marketing, you’ve probably heard it so many times you’re sick of it. But what’s interesting is how personal brands are evolving. Faceless and legacy brands are fading, while people are becoming the face of successful businesses.
Think MrBeast and Feastables, Elon Musk with Tesla and X, or even Donald Trump leveraging his name to sell spaces in Trump Tower during the 1980s. The strength of these personal brands lies in their ability to connect.
Why Connection Matters
For those of us who are chronically online, what we’re truly seeking is connection. We want to relate to another person, not a faceless brand. This is why celebrities, influencers, and micro-influencers thrive—we crave belonging and relatability.
As technology evolves, with AI capable of doing almost anything except think for us, we’re rediscovering the complexities of human beings. People are multifaceted, and staying in one lane for decades—let alone a lifetime—feels impossible.
We see this all the time: executives jumping industries, singers turning into actors, or influencers pivoting niches entirely. The most successful among them thrive because their personal brands remain strong. People follow them, not just their work.
What This Means for Businesses
This trend is reshaping how companies work with creators, how businesses are built online, and how consumers decide whom to trust and buy from. For marketers and brands, adapting to this shift is critical.
If you’re a business with employees who have active social media followings, consider encouraging them to create content for the company (with clear guidelines and compensation, of course). It’s an incredible opportunity to humanize your brand and build trust.
We’ve all seen the backlash when companies like Chick-fil-A or Best Buy tell employees who blow up on TikTok to stop creating content or risk losing their jobs. People want to connect with people—not just logos or slogans. Companies that embrace this will likely see increased consumer loyalty and affinity.
Similarly, if your business doesn’t have a “face” or a mascot, now’s the time to create one. Collaborate with creators who bring personality to the table and embody your brand values.
The Future of Personal Brands
We’re still in the early days of this trend. Many businesses resist building brands around individuals because they want the option to exit without attachment. However, as personal brands become more intertwined with connection and authenticity, this may prove difficult to avoid.
I believe this trend will only grow alongside the creator economy, offering new opportunities for creators and marketers alike. The businesses that adapt will not only survive but thrive in this evolving landscape.
How are you preparing for this shift?