If you’ve been anywhere near social media lately, you’ve probably seen the whirlwind of It Ends With Us drama surrounding the lawsuit involving Blake Lively, Ryan Reynolds, and Justin Baldoni.
The details are all over the tabloids, but what’s even more surprising is who’s been covering it with unmatched passion: Candace Owens.
Yes, that Candace Owens – the woman known for her fiery conservative commentary and hated by manyyyyy liberals.
But this time, she’s stepped out of her usual political niche to give her two cents (or more like several stacks) on a topic she’s clearly passionate about: celebrity hypocrisy and accountability.
And you know what? People who once couldn’t stand her are suddenly listening, following, and engaging.
Why? Because Candace Owens is doing something so many business owners and creators fail to do:
She’s talking about what she actually cares about regardless of her niche.
By passionately breaking down this case and weaving her perspective into a topic that seems unrelated to her niche, she’s growing her audience in a way that’s surprising, organic, and wildly effective.
Even people who don’t align with (and once hated) her politically are now intrigued by her perspective because she’s unapologetically interested in what she’s talking about – and covering it bit by bit.
And that is a masterclass on growing your brand by stepping outside your box.
We’re going to look at how you can apply the same concept to your business to expand your reach, connect with people outside your usual bubble, and get the results you’ve been dreaming of…all by talking about what you genuinely care about.
Why Candace’s Shift Works (and What We Can Learn From It)
When someone known for one thing suddenly starts talking about something completely different…
It’s easy to assume they’ll lose their audience, or at least confuse them.
But that’s not what happened with Candace Owens.
Her pivot into the Blake Lively, Ryan Reynolds, and Justin Baldoni lawsuit isn’t just working…it’s thriving.
Here’s why:
🍒 Candace’s Pivot is Authentic
She isn’t suddenly pivoting to celebrity gossip for clicks.
Her interest in this lawsuit is real: she clearly has opinions, and she’s not shy about expressing them.
And that’s the magic: authenticity is magnetic.
Even people who disagree with Candace politically are watching her coverage because her genuine interest draws them in.
✨ Ask yourself: What do I care about so much that I’d talk about it for free? Start there.
🍒 She’s Breaking Out of Her Niche (Without Abandoning It)
Candace is still Candace.
Her approach (sharp, bold, and unapologetic) hasn’t changed.
She’s just applying that energy to a topic outside of her usual political commentary!
This creates a fascinating contrast and people who typically avoid her for her politics are now engaging with her because her take on this lawsuit is captivating.
Lesson: You don’t have to stay in your lane to grow your audience. In fact, showing the multidimensional sides of yourself makes you more relatable and interesting.
✨ Tip: If you’re an entrepreneur, start sharing beyond your work: your passions, hobbies, and quirky opinions.
🍒 She’s Attracting “Unexpected” Followers
Candace is growing her audience with people who might never have followed her before. Why?
Because she’s stepping into conversations they care about without changing how she shows up.
It’s not about converting every viewer into a superfan.
It’s about sparking curiosity and opening the door for new people to see her as someone with layers, nuance, and (most importantly) personality.
Lesson: Don’t underestimate the power of speaking to people outside your usual audience. When you bring your authentic self into trending conversations, you become someone worth following—not just for your niche but for you.
✨ Challenge: What’s one topic you could passionately talk about that would attract people outside your usual audience?
How you Can Apply This Concept for Bigger Results
Candace Owens has always been polarizing.
A self-proclaimed conservative firebrand, her unapologetic stance on politics has gained her loyal supporters and alienated just as many critics.
But recently, something interesting happened:
Owens began passionately covering the pop-culture lawsuit involving Blake Lively, Ryan Reynolds, and Justin Baldoni – seemingly a world away from her usual political commentary.
And suddenly, people who swore they’d never listen to her found themselves saying, “Okay, wait – she makes a good point. *clicks follow and opens Tiktok every hour for updates*”
But what does it mean for you as a business owner?
1. Choose Topics You Actually Care About
When Owens started talking about this Hollywood drama, it wasn’t because it aligned with her conservative niche or because she could spin it into a political narrative.
She covered it because she gave a f*.
Her passion for the topic is clear: she’s well-researched, thoughtful, and genuinely interested.
Even people who vehemently disagreed with her politics couldn’t help but think, “Wow, she’s making sense here.”
Because when someone speaks passionately about something they truly care about, it builds credibility, relatability, and trust…regardless of your niche.
The more you let your world in on what lights you up, the more they’ll trust and connect with you.
- If you’re obsessed with a Netflix show, talk about it!
- Love a niche topic? Dive in and explain why it has your attention.
- Have hot takes on this lawsuit? Share them!
✨ Action Step: Write down 3-5 topics that make you light up, even if they’re unrelated to your work. How can you weave them into your IG stories this week?
2. Give Your Take on Trending Topics
[Exactly what I’m doing in this essay for you!]
As business owners, we put ourselves in tiny little boxes:
- “My niche is X, so I can only talk about X.”
- “This isn’t relevant to my audience, so I shouldn’t post about it.”
- “What if people think I’m all over the place?”
Newsflash: Your audience is smarter than you think, and they don’t only want one thing from you. They want you.
Candace Owens covering celebrity lawsuits might seem random, but it’s not.
It’s her saying, “Here’s what I care about today, and I’m going to talk about it because I want to – and I know other people do, too.”
And guess what? People are LOVING it. 👇🏼
By stepping outside her usual content and showing up authentically, she’s growing her following with people who never considered (and even hated) her before.
Your audience cares about you, not just your “niche.” Show up for the things you genuinely care about – whether it’s a trending topic, a personal story, or a random passion project.
✨ Action Step: Look at what’s trending in your industry or culture at large. What’s your honest opinion? Create a TikTok video.
3. Passion Creates Connection and Connection Creates Growth
When you share what you genuinely care about, two things happen:
- You attract new people who share that passion. Even if they don’t agree with everything you say, they’ll respect your perspective.
- You deepen trust with your existing audience. They see you as a fully dimensional human, not just a “brand.”
Candace Owens is expanding her audience by letting people see her.
By engaging passionately, she invited people to listen, think, and even connect…something that couldn’t happen if she stuck to the same predictable talking points.
Sharing your passions (even those unrelated to your niche) invites your audience to see you as a multidimensional person.
This builds trust, connection, and respect, whether or not they fully agree with you on every little (or big) thing.
✨ Action Step: This week, post or email about something you’re genuinely passionate about, without tying it back to your niche. Share why it matters to you and invite your audience to share their thoughts too.
The Takeaway: Be the Human People Can’t Help But Listen To…Regardless of Your Niche
Candace Owens’ coverage of the Blake Lively, Ryan Reynolds, and Justin Baldoni lawsuit isn’t for entertainment or engagement, though it leads to both and more.
By stepping outside her usual niche and speaking passionately about something she genuinely cares about, she’s drawing in new followers who never thought they’d be listening to her.
The lesson for you? Your audience isn’t just following you for what you do – they’re following you for who you are.
When you stop overthinking your niche and start sharing your passions, you’ll attract an audience that’s connected to you, not just your content. And that’s where the magic happens.
So, the next time you feel boxed in by your niche or wonder if a topic is “on-brand,” remember: building your brand is about showing up fully as yourself, sharing what lights you up, and letting your authenticity do the work.
Because your passion will always resonate louder than your niche ever could!