Why You Don’t Need a Niche to Build a Personal Brand — A Conversation with Viral Creator Jordan Loufas
What if you didn’t need a niche to grow online? What if the best-performing content wasn’t the most curated — but the most human?
This week on The Personal Branding Podcast, I sat down with content creator, photographer, and comfort-video queen Jordan Loufas to talk about building a personal brand without putting yourself in a box.
If you’ve ever seen one of Jordan’s TikToks, you know the vibe: cozy lighting, honest and authentic conversations, a fart or two (yes, really), and the kind of everyday moments that make you feel like you’re home.
Jordan is one of those rare creators who makes you feel safe and seen by simply being herself. She’s funny, real, unfiltered — and deeply relatable. And her content has struck a chord with millions.
But it didn’t start that way.
In this episode, Jordan shares:
How she grew from 300K to 500K followers in a single month
The moment she started sharing her eating disorder recovery — and why it changed everything
Why she ditched polished, aesthetic videos for real-life vlogs with original audio
How she deals with criticism online (and the surprising power of the block button)
Her decision to keep photography and content creation separate — and how it’s allowed both to thrive
Why her niche is just… her
“My niche is me. Whatever I’m doing that day — that’s the niche.”
It’s a message I think more creators need to hear.
When Jordan made the switch from highly edited, fast-paced videos to raw, voice-led vlogs, everything changed. Her content started resonating in a deeper way — and her community started growing fast.
She wasn’t chasing trends. She was chasing truth.
And it worked.
The power of showing up as you are
This episode felt like a deep exhale. We talked about what it means to be yourself on camera, and how hard that actually is when you’re worried about angles, judgment, or “getting it right.” Jordan opened up about the early days of vlogging, the pressure to be perfect, and how she’s learned to leave the “unflattering” moments in — because those are the ones people connect with most.
The spilled coffee. The awkward pauses. The fart in the background.
It’s real life. And in a world that’s starved for authenticity, real is what builds trust.
Personal brands that evolve with you
Jordan also talked about running a successful photography business and a full-time creator account — without forcing the two to merge. She’s built her brand to allow room for change, curiosity, and creative freedom.
She’s posted wedding vlogs, One Tree Hill reaction videos, makeup tutorials, book recs, outfit try-ons, cooking content, and late-night chats with her husband.
And it all works — because it’s all her.
“We don’t need to stick to one thing. I’m a lot of things. And my audience gets that — because they are, too.”
Why consistency doesn’t always mean structure
We also got into the content creation side of things — how Jordan stays inspired, how she keeps track of ideas (hint: the Notes app), and how she resists the pressure to post just for the sake of posting.
We talked about:
How too much scrolling can kill creativity
Why your best ideas come when you’re just living your life
And why you don’t need a content calendar to show up consistently
Jordan doesn’t force content. She creates when it feels good. And when it doesn’t? She lets herself rest.
Final thoughts: your brand is allowed to be human
If you take one thing from this episode, let it be this:
You don’t have to niche down.
You don’t have to be perfect.
You don’t have to go viral to be valuable.
The creators who build lasting communities aren’t the ones with the most polished videos — they’re the ones who feel like real people.
Jordan is a perfect example of that. She’s not just a creator. She’s a comfort. A reminder that being yourself online is more than enough — it’s the whole point.
