On September 11, 2025, we officially kicked off Twiva’s Level Up Webinar Series, and what a way to start! Our very first session, “Stop Posting Blindly: Unlock the Power of Focus as a Creator,” brought together creators, marketers, and curious minds from all corners of the digital space. And if you weren’t there, don’t worry, we’ve got you covered with a full recap of the conversation, the lessons, and those little “aha!” moments that made the hour fly by.
Hosted by Wambui, Twiva’s Influencer Manager, the session featured two incredible speakers: Klaire Muriithi, a brand strategist who has worked with giants like Safaricom and Coca-Cola, and Emmanuel Chiche. Popularly known as @therealchiche, he is a content creator and entertainer who has built a name and a community of over 2 million followers by leaning into his unique style.
Together, they broke down why defining your niche isn’t just some fancy marketing buzzword, but the very foundation of a sustainable and successful creator career.
Contents
The Problem with “Posting Everything”
Let’s be real, every creator has been guilty of it. You wake up, post whatever comes to mind, jump on the latest trend, and hope it sticks. It feels fun at first, but eventually you hit a wall: low engagement, creative burnout, and that nagging feeling of “why isn’t this working?”
Emmanuel shared openly about being in that exact space early in his journey. He admitted that back then, he was throwing everything at the wall without really asking what made him different. It wasn’t until he slowed down, looked at what was working, and embraced his own unique style that things started to change. His content became instantly recognizable, his community grew stronger, and brands began to notice.
The big takeaway? Focus is freedom. When you know your lane, you stop wasting energy on what doesn’t matter and start doubling down on what does.
Why Niche = Power
Klaire came in with the strategist’s lens. She made it clear that a niche isn’t limiting; it is a launchpad for your brand.
Here’s what she broke down for us:
- Niche builds identity. Your niche tells the world what you stand for and makes you memorable in an endless scroll of content.
- Niche builds community. When your message is clear, the right audience finds you and sticks with you.
- Niche attracts brands. As someone who has been on the brand side of the table, Klaire explained that companies are far more likely to partner (and pay well) for creators who know who they are, rather than those chasing every trend.
Your content creator journey is about more than just a quick post, it’s about becoming the go-to partner brands trust because you know exactly what you bring to the table.
Data Isn’t Boring, It’s Your Superpower
Many creators think of analytics as a headache, but our panelists reframed it: data is simply feedback.
- Which posts get the most saves?
- What type of content makes your audience comment instead of just like?
- When are people dropping off your videos?
These small signals reveal what your audience actually cares about, and when you pay attention, it’s like having a cheat sheet for what to create next.
The Money Question: Do Brands Really Pay More for Niche Creators?
This was a hot one, with both speakers answering with a resounding “yes.”
Klaire explained that when brands are scouting for creators, they’re not just looking at follower counts anymore. They’re asking: Does this creator align with our values? Can they reach the exact audience we want? That’s where niche comes in. A small but hyper-focused audience often delivers more value than a huge but scattered one.
Emmanuel backed this up with his own story. Once he narrowed his focus, his brand partnerships became more intentional and more rewarding.
As a creator, you move from being just “an option” in a campaign, to being the right fit. This shift not only brings better collaborations but also better pay.
Key Takeaways
- Focus builds community. The right audience will find you when your message is clear.
- Data is your friend. Use it to sharpen your content, not stifle it.
- Brands pay for clarity. A defined niche makes you far more attractive than just having big numbers.
- Consistency wins. You don’t have to have it all figured out, just start and refine as you go.
If you missed this one, don’t sweat it. You can re-watch the session HERE.
What’s Next?
Twiva’s Level Up Webinar Series is just getting started, and if yesterday’s session is anything to go by, you won’t want to miss the rest. Each session will tackle the real challenges creators face and provide practical insights you can actually use to grow, stand out, and monetize your influence.
Be on the lookout as we’ll be back with another power-packed conversation very soon!