Build something worth talking about

The key to a pop community isn't hype. It's solving a real problem for a specific group of people so well that they can't help but talk about it.

Start by identifying what your niche actually needs. Not what you think is cool—what solves their concrete problem. An eco-friendly lawn care company won't get recommendations for being sustainable. But if you offer free lawn demos, or actually cut someone's grass for free, people talk about that. It's specific and useful.

Once you have something worth recommending, wrap it in a story or experience people want to share. Make it easy for them to tell someone else about it. Your goal is to become the automatic answer when someone in that group asks for a recommendation.

This works because niche communities have strong shared beliefs. The more specific your solution, the more naturally it spreads within that group.

You're not trying to appeal to everyone. You're solving for a few people so effectively that they become your marketing.