What Does “Niche” Mean on TikTok? Definition, Examples & Origins

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Plus, learn what “niche down” and “going niche for niche” mean!
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You may have seen the term “niche” floating around social media, but what exactly does it mean? On TikTok, a niche refers to a specific theme or content type that a creator focuses on. In this article, we’ll explain everything you need to know about the term, including its meaning, examples, and origins. We’ll also cover other trending expressions, like “niche down” and “going niche for niche.”

What does “niche” mean on TikTok?

“Niche” refers to something that's a special interest or somewhat obscure. A "niche" theme or content type, like skincare tips or slime ASMR, can make your TikTok account stand out. Some TikTokers jokingly post about how "niche" their extremely obscure interest is and challenge others to be as "niche" as they are.

Section 1 of 5:

What does “niche” mean on TikTok?

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  1. Whether it’s beauty tutorials, snack reviews, or slime ASMR, your niche is what makes you stand out on TikTok. Think of it as the content people are going to expect from you once they follow your account. [1] If they can’t get a read on your vibe or content type within the first 3 posts, you don’t have a niche.
    • People want to “be niche” to build a clear brand or identity online, attract a consistent audience, and connect to people with the same interests.
    • With that being said, some users are trying too hard to be niche, so there has been a recent trend of funny videos that poke fun at weird or oddly specific interests (like Iraqi shoegaze and Ghanaian witchcraft Instagram Reels ).
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Section 2 of 5:

Examples of Popular TikTok Niches

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  1. Cooking content is the top performer on TikTok, with over 10 million posts under #Cooking. However, there are tons of other niches that are exploding in popularity. Here are some great niches that could help you go viral: [2]
    • Animation and digital art
    • Beauty and skincare
    • Book reviews and recommendations
    • Comedy and humor
    • Cooking and recipes
    • DIY and crafts
    • Education and learning
    • Fashion and style
    • Fitness and wellness
    • Music and dance
    • Personal finance and investing
    • Pet videos
    • Sustainable living
    • Technology and gadgets
    • Travel and adventure
Section 3 of 5:

How to Use “Niche” in Slang

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  1. Sticking to a niche can help you build a clear identity and gain a bigger following, so it’s important to “niche down,” or focus your content on a specific topic or audience. Use the phrase “niche down” when you want to talk about diving deeper into the one thing you’re absolutely passionate about.
    • “I think I need to niche down to build my brand online.”
    • “Her posts are all over the place. She’s gotta niche down!”
  2. The slang phrase “being niche” is all about embracing your individuality and making consumption choices that go against the mainstream. This could be wearing obscure clothing brands, listening to foreign music, or having an uncommon hobby like unicycling or aquascaping.
    • “Not me being niche to impress this guy I’m talking to… 💀💀💀”
    • “I’m trying to be more niche. I just started brewing my own kombucha.”
  3. “Going niche for niche” is a playful competition to see if you or someone else is cooler. For example, you might reveal that you listen to witch house music, and the other person might say they’re into Chilean dream pop. Then, you might say you love ghost hunting, and they might say they take burlesque classes. It’s a back-and-forth exchange of who has the most niche interests and hobbies.
    • “He tried to go niche for niche with me, but he’s not tapped into Italian math rock like I am. 😤”
    • “You don’t want to go niche for niche with me… I collect ancient coins and geocache in my spare time.”
  4. If you’re the type to put everyone onto everything, feel free to make this bold statement. It means your hobbies, interests, or posts are highly specific and not for everyone. This phrase could also be used in an ironic way to tease people who try too hard to be different, or those who claim to be niche but hold mainstream interests.
    • “My version of niche is too niche for you.”
    • “Update: Too niche for you. I only watch anime and listen to Tame Impala.”
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Section 4 of 5:

Origins of Niche Content on TikTok

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  1. The idea of creating niche content has been around since the beginning of TikTok. Since TikTok’s algorithm favors content that resonates with specific interests, focusing on a specific niche is a common strategy for most creators and influencers. It allows them to stand out from the millions of videos uploaded each day, plus attract a loyal following. The concept has become more trendy and well-known as more people try to optimize their content. [3]
    • The idea of “being niche” and having obscure interests may stem from the “you need to nerd out” trend on TikTok. Popularized in late July 2025, the trend involves users sharing things they “nerd out” over, including movies, shows, video games, artists, musicians, and more. [4]
Section 5 of 5:

More TikTok Slang

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  1. New slang is constantly popping up on TikTok. Things happen fast on TikTok, and the world of TikTok slang is constantly evolving and expanding. Check out our article that covers the most popular slang words on TikTok! Here are a few other slang terms for you:
    • Bop: A “bop” is someone who posts promiscuous photos online or has lots of sexual partners. It’s a misogynistic term that’s used to slut-shame women and is highly disrespectful. On TikTok, many guys have posted videos revealing the signs that a girl is a “bop,” like only hanging out with guys or having a tongue piercing. [5]
    • Type shi: Whether it’s clothes, music, jewelry, or a luxury lifestyle, “ type shi ” can be used to talk about anything that’s cool, impressive, or high quality. It can also be used to express agreement with someone, similar to saying “I feel you” or “I hear you.”
    • Crying horizontally: According to TikTok, “crying horizontally” involves tilting your face so you don’t ruin your makeup. Some people lie down “horizontally” on their couch or bed to stop the tears from falling down their faces. [6]
    • Ten toes down: When you’re “ ten toes down ,” you’re fully loyal to a person, cause, or belief. You stand firm in your values, no matter what other people say, and you aren’t afraid to embrace your authentic self. [7]
    • Broke boyfriend hug: The “ Broke Boyfriend Hug ” is a popular TikTok term that refers to the hug-from-behind position men often stand in when their girlfriend pays for everything for them. Oftentimes, a guy will use this move at the cash register when his girlfriend has pulled her card out to pay for him. https://www.trillmag.com/life/social-media/th
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      References

      1. ↑ https://www.tribegroup.co/blog/brand-niche-tiktok
      2. ↑ https://www.303.london/blog/15-tiktok-niches-that-are-exploding-in-popularity-right-now
      3. ↑ https://www.wired.com/story/how-to-find-community-tiktok-famous/
      4. ↑ https://knowyourmeme.com/memes/you-need-to-nerd-out
      5. ↑ https://knowyourmeme.com/memes/bop-slang
      6. ↑ https://www.bedeutungonline.de/what-does-crying-horizontally-mean-meaning-definition-explanation/
      7. ↑ https://rapdictionary.com/meaning/ten-toes-down/

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