Why I Don’t Believe Your Niche Has to Be That Niche

Lately, I’ve been thinking a lot about what it really means to specialise when you offer a creative service. It’s one of those topics that seems to come up over and over again. Just the other day, I was listening to Ben Hartley’s Six Figure Photography Podcast, and he was talking about the idea of choosing a niche. He explained how specialising in one area can make it easier to market yourself, attract the right clients, and streamline your processes. There’s a lot to be said for clarity and focus. Knowing exactly what you’re about and who you’re serving can simplify so many aspects of running a business. But even as I agreed with much of what he said, I couldn’t help but feel that the way we talk about niching down can sometimes feel too “one-size-fits-all.”

Because not every creative journey is neat and linear. For many of us, our work spans different interests and skills, and those things don’t always fit into a single, tidy box. The idea of specialising doesn’t have to mean locking yourself into one thing forever. Maybe it’s more about finding what drives you and allowing your niche to grow and evolve with you...

Why I Don’t Believe in a Strict Niche

Photographing people is photographing people. If you have a gift for connecting with people and capturing their essence, you can bring that skill to a variety of areas without losing focus. My main area is family photography, which naturally includes newborns because, well, they’re part of families! But I also offer headshots and personal branding sessions. On paper, these might seem like separate niches, but for me, they’re deeply connected. They’re all about helping people feel seen, celebrated, and confident in their own skin.

Some might say this approach is too broad, but I don’t believe being multi-skilled automatically means you’re spreading yourself too thin. It’s about knowing your strengths and leaning into them. For example, I don’t shoot weddings—not because I couldn’t, but because I don’t enjoy them. Weddings require long hours, tight schedules, and a lot of standing, none of which align with the way I like to work. Instead, I’ve chosen to focus on areas where I feel skilled, fulfilled, and excited to show up every day.

Playing to Your Strengths

Your niche doesn’t have to be a box that limits you. Instead, it can be a thread that ties your work together. For me, that thread is people. In family and newborn photography, I focus on creating relaxed, baby-led sessions that feel natural and stress-free. I’m not about rigid poses or overly styled setups. Instead, I want to capture the real moments—the messy, chaotic, beautiful connections that make up family life.

In headshots and personal branding, I take a similar approach. These sessions are about making people feel at ease in front of the camera. I know how intimidating it can be to have your photo taken, especially when you’re putting yourself out there as a business owner or professional. My goal is to create a fun, supportive environment where clients feel confident and can truly shine.

For me, these areas of photography aren’t separate—they’re complementary. They all draw on the same skills: connection, empathy, and an ability to make people feel comfortable and celebrated.

Finding the Right Balance

That said, I do agree with Ben Hartley that trying to do too much can make it harder to market yourself. If you’re offering every kind of photography under the sun, it can be confusing for potential clients to understand what you’re really about. Finding a balance is key. For me, that means focusing on families, newborns, and personal branding. These areas allow me to do work I’m passionate about without feeling pulled in too many directions.

But here’s the thing: I don’t see niching as a box you have to fit into. My “niche” is people—it’s not a rigid category but a shared focus that runs through all my work. This approach allows me to build a consistent style and reputation while still keeping things interesting and dynamic.

The Freedom to Evolve

One of the best things about photography is that it can grow and change with you. Right now, I don’t shoot weddings because they don’t fit with the life I want to lead. I value flexibility, and I prefer shorter, more intimate shoots. But who’s to say that won’t change in the future? Maybe one day, when my kids are older or my schedule looks different, I’ll decide to explore weddings.

Your niche doesn’t have to be set in stone. It can evolve as your skills, interests, and circumstances change. What matters most is that you’re doing work that brings you joy and allows you to connect with the people you’re photographing.

If you’re feeling uncertain about whether you need to narrow down to a specific niche, it’s worth remembering that you don’t have to commit to one thing forever. Focus on the work you enjoy and the skills you bring to the table. Your niche can shift and develop as you do—it’s not a fixed destination.

In any line of work, there’s no universal blueprint for success. What matters most is that your work aligns with your strengths and values. Give yourself space to grow, experiment, and adapt as your interests and experiences evolve. Ultimately, your niche is yours to define.

Thank you for taking the time to read this blog, I really hope you found it helpful. Please get in touch if you want to know more about any of the photography services I offer, including:

Resources for Photographers 

Newborn photography

Family photography

Maternity photography

Headshots

Personal Branding Photography

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