DiscoverHouse of ContentNiche Is the New Viral: Why Hyper-Specific Content Wins
Niche Is the New Viral: Why Hyper-Specific Content Wins

Niche Is the New Viral: Why Hyper-Specific Content Wins

Update: 2025-05-15
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Is everyone suddenly obsessed with extremely specific corners of the internet?

This week, we’re talking horseshoe TikTok, miniature cooking, and the oddly addictive rise of hyper-niche content. What makes these oddly satisfying worlds so sticky—and why do they hit harder than mainstream moments?

Join us as we unpack the psychology behind ultra-specific content and what it means for brands, creators, and the future of virality.

  • Why hyper-niche communities are taking over our feeds—and our brains
  • What brands get wrong when they try to go broad instead of building superfans
  • Predictions for the next wave of niche collabs: think Fenty x jewelers, florists x fragrance, and beyond
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Niche Is the New Viral: Why Hyper-Specific Content Wins

Niche Is the New Viral: Why Hyper-Specific Content Wins

Melissa Kontu, Christine Goos, Janni Widerholm