Niches are a slightly controversial topic for filmmakers – some love them, some hate them and some don’t really understand them. But in order to get your films financed and picked up, knowing your niche is important 

So we’re going to look at what a niche is for writers, directors and producers, how to find your own and, most importantly, how to not feel boxed in by a niche 

The Beginnings of a Niche

Interestingly when you look up the definition of ‘niche’ it says a specialised segment of the market or industry, but it also says a comfortable or suitable position in life or employment 

It’s interesting because a lot of us view ‘a niche’ as a box we’re restricted to, rather than our own suitable, specialised area we’re completely comfortable in

We also worry that we’re going to lose out on jobs if we’re only seen as one thing. Which is why a lot of us filmmakers tend to fall into jack of all trades categories – we apply for everything, we try and do everything and we have a vast range of different skills so we can try and be what as many people need as possible 

And while it might feel like we’re doing exactly what the industry and the big decision-makers want and need, it’s the opposite 

Read more: Create Your Own Opportunities as an Indie Filmmaker

For me as a producer hiring crew, I don’t want someone who’s last five jobs are all in different departments. I don’t want to hire the guy that was a sound recordist on the last shoot, but he’s also been 1st AD, spark and set designer, because how do I know he’s any good at the job he’s applying for?

Being a jack of all trades might feel like you’re giving yourself (and the people hiring) more options, but you’re cutting off your nose to spite your face

So this is where we commit to the job that we really want, and it doesn’t mean that you can’t take on the odd extra role, but you’re firm in what you do 

Why Your Niche Matters

One of the most important results of committing to the job you really want is that people remember you for that

Everyone in this industry has such a short attention span, so if they hired you as a costume assistant, it’s a lot of work to get them to now see you as a director 

This is why we’re firm in the job we do, because it becomes the job you’re known for, and when someone is thinking ‘oh we really need a director for this, who do we know?’ they’ll know you, and send you an email 

The Power of a Truly Personalised Niche

So this is starting to look pretty good, but it does get to a point where it plateaus. People now know you as a director (or whatever job you do) but you’re not getting projects that you’re in love with. This is where the power of niching really starts to take hold 

You have the power to decide exactly what type of stories you’re drawn to and the types of films you want to work on. It’s also a lot easier to become known as the go-to director for interactive films rather than just the go-to director (because they worked with you last time) 

This is where you put your personal stamp on exactly what you do

Now, rather than just being known as a director, you’re the go-to director in a specific field, and when someone is developing a film in that area, you’re going to be top of the list

When you think about any writer, director or producer you love, think about their niche. They’re a household name not just because they’re talented, but because they found their true niche

Find Your Niche

So how do you find your niche? Or rather, how do you find your niche that you’re actually comfortable with and don’t feel restricted by 

Finding your niche is normally done through genre, but this can feel really restrictive and doesn’t really serve the majority of indie filmmakers

You might know generally that you’re most drawn to drama, but what happens when you get a comedy script you love? 

Defining your niche by genre isn’t sustainable and is what will make you feel boxed in 

Read more: How the Pros Create Wildly Successful Film Careers

The method I prefer is by story or character, and underpinning it with your core passion

So instead of saying which genre you’re most drawn to, we dig into what stories you love and why you love them 

The most efficient way to do this is with a list of your favourite films, TV shows, books – any stories you love. Then start to find out what connects all of them

You might have three dramas, four comedies, an action film and an offbeat horror on your list – this is why genre is too surface-level. It’s too superficial to base your niche on

But there will be something deeper that connects everything on your list, and that’s already your niche – even if you don’t know it yet

A client of mine started her list off with Mary Poppins and The Girl with the Dragon Tattoo (“but the Swedish version”)

This told me that the stories she was most drawn to were women arriving out of nowhere (quite literally in Mary Poppins’ case) and changing everything for the people around them

From there we dug deeper into the root of her passion, and found that her niche was films about unconventional outsiders who inspire people around them to change the way they think and act

Because this is at the heart of everything she loves, it’s never going to restrict her. She’s naturally drawn to stories like these and has been all her life

Now, in her career as an actress and producer, she knows exactly what her niche is and so does everyone else. Her contacts in the industry know exactly what kind of films she makes and know which films to take to her 

Using Your Niche for Success

So once you know your niche, be as loud with it as you can be

Put it in your Instagram bio, your email signature, on business cards and on your IMDb 

The power of attention in the industry should never be underestimated, and you’ll grab someone’s attention immediately when you say “I make films about unconventional outsiders who inspire others to change for the better” 

It’s much easier to grab their attention saying that, compared to saying “I’m an actress and producer” for example 

So start with that list of your favourites, find out what connects them all, and then refine that into one short, sweet, attention-grabbing sentence 

I’m so excited for you to uncover exactly what your niche is, and starting to become known as the go-to person for those stories

If you know your niche, share it in the comments below, I would love to hear about it

Knowing the power of your niche is the first major step to being able to make your own films easily, confidently and without having to cut corners 

If that’s what you want to be doing full-time, then write ‘FULL-TIME’ in the comments, or DM me on Instagram, and we’ll uncover what stage you’re currently at, find out what’s working, what’s not and outline the exact plan to get you to your big filmmaking goal