Ever wonder why your kid can be obsessed with something totally random, like vintage He-Man merch or (in my son’s case) sheep stuffies and still find entire websites, YouTube channels, and shops dedicated to it? Welcome to the world of The Long Tail. https://hansatoystore.com/categories/Stuffed-Sheep

In his book, The Long Tail, author Chris Anderson explains how the internet has transformed our economy and our culture by shifting power away from the “hits” and toward the niches. In the past, success meant mass appeal. Stores only stocked bestsellers, radio stations played top 40 hits, and TV networks stuck to what they knew would pull in high ratings. However, with the rise of digital platforms like Amazon, Etsy, YouTube, and Netflix, everything changed. Suddenly, shelf space was unlimited and distribution was global. People could find exactly what they were into, no matter how specific, weird, or wonderfully niche it was. This couldn’t be more true in what I, personally, consume on all of my streaming services. A lot of the documentaries or true crime series that I enjoy would not do well in a theater experience or release, but can be a huge hit on platforms like Netflix. 

Anderson’s theory is that while the “head” of the popularity curve (big brands, blockbusters, mainstream trends) still dominates, the “tail”, which is all of the niche products and content/ideas collectively hold a ton of power. In fact, over time, the long tail may even bypass the hits in economic value.

So what does this mean for moms like us? For one, it validates the idea that your kid’s quirky interests aren’t just outliers, they’re part of a much bigger shift. It also means your creative side hustle, blog, or product doesn’t have to be a top seller to be successful. There’s a growing audience out there looking for exactly whatever it is that you do. I recently came across a mom Tiktoker, who has found a following and made a profitable business out of cleaning carseats. Truly, anything you can imagine or that you’re passionate about has an audience out there!

Source:

Anderson, C. (2008). The long tail: why the future of business is selling less of more. Rev. and updated ed. Hyperion.