In today’s fast-paced, tech-driven world, it’s easy to get wrapped up in our individual pursuits and overlook the importance of building real relationships. But meaningful connections—yes, even those formed through a screen—are essential to our emotional, mental, and physical well-being. Just because a connection happens online doesn’t make it any less real. Boomers and Millennials, I’m looking at you.

The truth is, whether or not it feels natural to you, screens are how most people consume content now. If you're in business, you need an on-screen relationship with your people. And the best way to create that? Niche video content.

Take my business, for example. In 25 years, not one client has visited my website, clicked “Buy Now,” and entered a credit card for a six-month contract. My work happens in real life—contracts are built, signed, and executed in person. But still, I run paid ads and post on three platforms weekly.

So why do I run BWCI ads that don’t directly convert?

Two reasons:

1. Visibility breeds trust. The clients who sit across from me in person have already seen my content—again and again. They recognize the posts and ads. They’ve seen the case studies of local businesses. It’s familiar, and that familiarity is powerful.
2. Because this is a long game. My business is complex, and the competition is real. Many business owners assume you have to be fresh out of college to keep up with the tech. They fall for vanity metrics and “Billy Badass” tactics. But here’s the truth: while the platforms change weekly (and yes, I spend four hours a week studying those changes), what doesn’t change is this—business is built on relationships. Tech is just a tool to help you get there.

So, how do we build these connections in a world that’s so fast, so fragmented?

The Power of Niche Video

Niche video is one of the strongest tools we have to create meaningful relationships. It's targeted, intentional content designed for a specific group of people—often educational, entertaining, or inspiring. It’s not about chasing trends. It’s about building community.

When you create niche video content, you're not just putting out content. You're creating a space—one where people feel seen, understood, and welcome.

Here’s what niche video can do for your business:

• Boost engagement: When your content hits the mark, your audience leans in. They engage. They remember.
• Build deeper relationships: Speak directly to your audience’s needs, and they’ll trust you more.
• Position you as credible: Quality, consistent content builds your reputation in your niche.
• Create new opportunities: A strong community opens doors—partnerships, clients, collaborations, and more.

How to Create Niche Video Content That Connects

Start with my go-to mantra: “What do you need to say, and who do you say it to?”

1. Speak to what matters. Make content that resonates with your audience’s needs, desires, and values. (The what)
2. Know your niche. Choose a topic you're passionate about and one that your audience cares about too. (The who)
3. Be real. Be authentic and vulnerable. Share your experience. People relate to people.
4. Decide on your engagement level. You don’t have to reply to every comment or be “on” 24/7. Choose the level of engagement that works for your business and your energy. (More on that: Engagement Marketing.)
5. Collaborate. Team up with others in your niche—creators, experts, influencers. It widens your reach and strengthens your community.

The Future Is Personal

Community-building through niche video is only going to become more important. One of the high points in my career was helping a client create a Friday evening video series. I got real joy from the weekly notifications and engagement. But the resort’s marketing priorities shifted, and the posts stopped. Engagement dropped by 87%. The numbers speak volumes.

The lesson? When you stop showing up, people stop showing up for you.

Video gives you staying power—when it’s done right. Create content that matters to your audience and you’ll become a trusted voice in their world. From there, the real relationships begin.

So—what are you waiting for?

Start creating your niche video content now and watch your community grow. If there’s a topic you’d like to hear more about, drop a comment or DM me. I love a good question—it’s the best way to get the conversation started.

Want to grab coffee or take a hike? I give information freely. I only ask to be paid when I do the work.

tgold@bigwaterci.com Comment, share, and keep showing up.

Trina Gold - Master Creator

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