Find Your Niche: Spooky Lakes Month
When it comes to content, the temptation is to cast a wide net. Go broad, appeal to the masses, rack up followers. But those waters are crowded. The creators who stand out are the ones who pick a lane and stay there by offering something so specific that their audience can’t find it anywhere else. That’s where loyalty lives.
Take TikTok creator Geo Rutherford. She’s built an audience of 1.8 million followers around a single, unlikely niche: haunted hydrology. Every October, Geo delivers what her fans crave: Spooky Lake Month. For 31 days, she posts one video each day about a lake and its eerie lore, always beginning with the same hook: “Uhm, yes, hello, it’s Spooky Lake Month.”
Here’s the twist: outside of October, she rarely posts at all. Yet the annual ritual has fueled an entire merch line and even a book.
Why It Works:
It’s hyper-specific. If you’re searching for spooky lake lore, Geo’s the go-to.
It’s reliable. Fans know exactly what to expect every October.
She has a catchy, consistent hook. Her quirky intro keeps people coming back and quoting her year after year.
It’s authentic. She’s not forcing it. She’s genuinely passionate and knowledgeable.
She goes all in. Her videos are thoughtful, thorough, and well-produced. That doesn’t mean they’re overly produced – you can just tell they are well-researched and she spent the time needed to tell a good story.
For Your Playbook:
Get clear on your audience. If your answer is “everyone,” you’re not done yet. Hone it down until it feels narrow. If there are two or three, that’s okay. Not everyone has to be as specific as Geo. It’s just that when you’re talking to everyone, you’re talking no one.
Deliver consistency. Whether it’s daily, weekly, or seasonal, set an expectation and meet it. Deliver content on a regular schedule that ensures every post is either educational, entertaining, or timely.
Find your hook. Make your content instantly recognizable. So recognizable and consistent that no one has to glance down at your brand handle to know it’s you.
Play to your strengths and organizational passions. Your audience can tell when you care and when you’re phoning it in.
Going narrow might feel risky, but Geo’s story proves the opposite: hyper-specific niches often create the most avid fans and supporters.