How to Use Social Media to Grow a Niche Business: The Case of Jazzhandmades

In 2017, I took a leap of faith and launched my first Instagram page to showcase my handmade craftwork, naming it Jazzhandmades . The first three posts I shared were a mix of random doodles, handmade one-fold cards, and an explosion box, a design that I had just experimented with after seeing a video. To my surprise, a friend reached out, asking if the card was for sale. That was my very first sale, and the experience was both unexpected and incredibly fulfilling.

I didn’t anticipate that people would be interested in purchasing handmade cards, and the excitement from that first sale motivated me to explore further. The journey of creating a niche business was organic. I experimented with new designs, took advice from friends and family, and gradually saw interest in my work grow. The explosion box I created was soon bought by another friend, and from there, I started thinking more strategically about how to leverage Instagram to reach a wider audience.

Looking back now, I can’t help but wonder how those simple early designs caught the attention they did. But at the time, they were unique, and that uniqueness gave me an edge. With time, I started researching how to make this into a sustainable business. I optimized my Instagram profile by making it public, writing a clear bio, and researching similar pages for inspiration. Unknowingly, I was conducting a form of competitive analysis by seeing how other creators in the space were operating.

In the past seven years, I've continually adapted my Instagram page, refining my bio, changing my product line-up, and experimenting with content. It wasn’t something I learned through formal courses or social media marketing books—it was a hands-on experience that came from trial and error.

Through this journey, I’ve learned to communicate with customers, navigate client relationships, and build confidence in discussing my business. What started as a simple Instagram page expanded into a presence on WhatsApp and Facebook, with WhatsApp being particularly effective for repeat customers. Setting up a Google My Business profile also helped attract local customers, long before I fully understood what local SEO was.

While I can’t claim to have built a highly profitable business just yet, I’ve managed to sustain an online presence over the years, even through breaks and challenges. I’ve built a small but loyal customer base, and Jazzhandmades has become a recognizable name in its niche.

How to Use Social Media to Grow a Niche Business

My experience with Jazzhandmades has taught me valuable lessons on using social media to grow a niche business. Here are some strategies that helped me succeed:

1. Optimize Your Profile

Your social media profile is your business card. Make it public, ensure your bio clearly explains what you offer, and include relevant keywords. For Jazzhandmades, I included keywords like “handmade cards” and “custom crafts” to attract the right audience.

2. Engage with Your Audience

Consistent posting is key, but so is engagement. I interact with my followers through comments, direct messages, and stories. Building a relationship with your audience fosters trust and encourages repeat business.

3. Leverage Visual Storytelling

Since my business revolves around craftworks, the visual nature of Instagram was the perfect platform. High-quality photos and videos showcasing the creation process, behind-the-scenes content, and final products helped build a connection with my audience.

4. Competitive Analysis

Research your competitors to understand what’s working in your niche. When I started Jazzhandmades, I explored other craft-based Instagram pages to see how they presented their work and engaged with their audience. This helped me find inspiration and understand market trends.

5. Use Multiple Platforms

While Instagram was my main platform, I quickly expanded to WhatsApp and Facebook. Each platform serves a different purpose: Instagram helps attract new customers, WhatsApp helps maintain personal relationships with existing clients, and Facebook, though less effective for me, still helps with SEO and cross-platform visibility.

6. Harness the Power of Reviews

Collecting customer reviews has been a game-changer for my business. Positive reviews on Google My Business have brought in local customers and increased my credibility. Reviews act as social proof and help potential buyers make decisions.

7. Adapt and Evolve

Social media algorithms and consumer trends are constantly changing. Over the years, I’ve had to adjust my content, experiment with new features like Instagram stories and reels, and evolve my product offerings based on customer feedback. Staying flexible is key to staying relevant.

8. Consistency Over Perfection

Perfection isn’t necessary for success. When I first started, my designs weren’t flawless, but consistency in posting and engaging helped me grow. Don’t be afraid to put your work out there and learn as you go.

Social media offers incredible opportunities for niche businesses. By leveraging these platforms strategically, engaging with your audience, and continuously learning and adapting, you can create a sustainable business presence, just as I did with Jazzhandmades.