When I first started learning about passive income, I kept hearing this one word over and over again:

“Niche.”

Everyone kept saying, “Pick a niche!”, “Find your niche!”, “Niche down!” -- but no one was actually explaining what that meant… or how to do it without feeling completely overwhelmed.

If you’ve ever sat in front of a blank notebook (or a blinking cursor) wondering what your niche is, or if you even have one -- you're not alone.

In fact, I’d argue that finding your niche is one of the most important -- and underrated -- steps of building a sustainable online income stream.

And the good news? You don’t need to have it all figured out right now. You just need to know where to look and how to spot the right one for you.

Let’s break this down together.

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What Even Is a Niche?

A niche is basically a specific topic, interest, or group of people you’re creating content or products for. It’s the opposite of trying to appeal to everyone.

For example:

• “Fitness” = broad category
  
  

• “Fitness for busy moms in their 30s” = niche
  
  

• “Art” = broad
  
  

• “Minimalist cat illustrations for cat lovers, homeowners” = niche
  
  

Niching down makes your product, content, or store stand out in a sea of competition. It tells people exactly why they should buy from you, follow you, or trust you.

You can niche down based on the Style: minimalistic. Bold, neutral

or evaluate based on the target audience (homeowners, occupation, their age range - Millennium, Genz)

Why Picking the Right Niche Matters (More Than You Think)

Here’s the truth I wish someone told me earlier:

You don’t burn out because passive income is too hard. You burn out because you picked the wrong niche.

The right niche feels energizing, not draining. It’s the difference between forcing yourself to create content vs. waking up with new ideas you want to try.

When you're in the wrong niche, everything feels like a chore. You doubt yourself, procrastinate, and eventually give up. But when you’re in the right one, even slow progress feels meaningful.

How to Spot a Profitable Niche (That Feels Right)

Here’s what to look for when evaluating a niche:

1. You’re Naturally Interested in It

If you already watch YouTube videos, scroll TikTok, or read about it for fun, that’s a huge green flag. You don’t need to be an expert -- just curious and willing to learn.

If you ever realized that a topic or product has been appearing on your page, it is a sign that it was a popular product, and a new trend.

And if you are able to recreate the product for others, you can hop on the bandwagon of trending products.

And since you are the target audience you can evaluate what is attractive to you, improve on it to make it better, it's easier to sell the product you already love, because someone out there is looking for the same product as you.

2. People Are Actively Searching for It

Use tools like:

• Google Trends
  
  

• Etsy search bar
  
  

• Pinterest search suggestions
  
  

• TikTok autocomplete: This show what real people are typing in and what’s gaining traction. If your idea pops up here, you're on the right path.
  
  

Search up on your niche, if others are posting about it too, there might be potential for you to gain from the pie. I would say at least 1000 Etsy listing to be sure if there is demand. Or looks up reddit to see if people are looking for the product to solve these problem.

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3. Are There Products or Creators Already Succeeding in It

Competition isn’t bad -- it’s proof that people spend money in this niche. Look for:

• Etsy stores selling well
  
  

• Bloggers or YouTubers getting views
  
  

• Products with solid reviews on Amazon or Redbubble
  
  

Then ask: Can I offer something slightly different or better?

Thinking from the customer perspective, would you buy the same / similar looking product from a store with over thousands of views or one with little to none.

Since other stores are already doing well, customers would buy from their stores with strong store ratings and credibility.

I would think that if you want to compete, you will need something better, a chance to stand out. (changes to the design – instead of minimalistic jungle cat poster, you could make a Japanese style manga jungle cat poster)

Based on my experience This step is crucial to see if the product has potential to sell, but if there is high competition, it is less likely to sell.

For example, customizable portraits, hand drawn, I entered the market thinking that since it is hand drawn with a different style it would be able to sell,

I think my design was great and different from my competitor, but not enough to convince new customers to give me a chance as a new store, thus that was how I found out that high competition niches really are difficult to break through.

Still Unsure? Try These Thought-Starter Prompts:

• What do people always ask me about?
  
  

• What could I talk about endlessly without getting bored?
  
  

• What’s something I’ve struggled with, then figured out? (People pay to learn from other’s mistakes!)
  
  

• What communities am I already part of?
  
  

Don’t Be Afraid to Pivot

Here’s a secret: your first niche probably won’t be your final one. And that’s okay.

I started in one niche thinking it would be the one, only to realize a few months in that I didn’t love creating content for it. I kept pivoting, and slowly it changed everything.

Instead of restarting from zero, I tweaked what I was already doing -- and that turned into a sustainable business. You don’t need to quit. You just need to shift.

> There was still high demand for customized items, so I just had to customize other products that had lower competition.

The real goal is momentum, not perfection.

What to Do Next

Once you have a shortlist of niche ideas, here’s what I recommend:

1. Pick ONE to test for the next 30–60 days
   
   

2. Set a mini goal (e.g. upload 10 designs, write 5 blog posts, create 5 videos)
   
   

3. Track how you feel -- are you excited or exhausted?
   
   

4. Look at what’s working -- even a small win is proof of potential
   
   

5. Adjust or pivot based on what you learn
   

   Save this checklist for reference

Final Thoughts: The Niche Will Reveal Itself

Sometimes the niche isn’t something you pick; it’s something you grow into.

What matters most is getting started. Action creates clarity. You’re not locked in forever -- you’re just giving yourself a shot at something better.

So, take that idea that’s been sitting in the back of your head, dust it off, and run with it. The world is big enough for your voice, your product, and your perspective -- you just need to start.

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Get in touch

Contact me for questions or just to say a few nice words, I won’t mind at all.

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