By day, Lindsay Ivan creates meticulously researched horror content that has earned her a dedicated following. By night, she lets her improvisational comedy skills shine. The Toronto-based creator has built a career around this unusual combination, transforming her lifelong passion for performance into a digital business with two distinct content streams.

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“The scary true crime page is for my audience. Comedy is for me,” Lindsay states, highlighting the business-minded approach that balances audience demands with personal creative fulfillment.

Lindsay’s entry into content creation began much earlier than her professional career, though, with her first videos appearing online when she was just 12. Although these initial attempts did not garner many views, the passion was evident.

Through high school, Lindsay was known as “the actor, the performer, quirky and out-there.” This reputation helped shape her identity as a creator, although it would take years before she found the niche that would propel her to digital stardom.

How Disney’s Dark Side Launched a Horror Channel

While Lindsay had been casually creating content for years, her breakthrough moment came unexpectedly through a series about Disney’s dark secrets. “I started posting scary facts Disney doesn’t want you to know,” she explains. The contrast between Disney’s wholesome image and the darker stories she shared created an irresistible hook.

“I like putting on something happy, like Disney World being the happiest place on earth, and weaving in stuff that’s happened at the park they don’t want you to know,” Lindsay reveals. “People were invested.”

The third instalment of this series went viral, changing everything for Lindsay overnight. “I got 50,000 followers overnight. I was like, ‘What is going on?’” she remembers. The success prompted her to continue the series, eventually reaching “part 20.”

This success led to a crucial realization: her audience was seeking more spooky content. “My audience was finding my YouTube through the link in my bio and messaging me, asking where the spooky content was,” Lindsay says. “If this is what they want, I can curate my content for that.”

Her personal interest in the macabre aligned perfectly with this audience demand. “I love writing and researching,” she says. “I love true crime, paranormal … everything spooky.”

A Sustainable Business

Turning a viral moment into a sustainable career required determination and patience. “It took me three years to feel comfortable,” Lindsay says.

The transition wasn’t instantaneous. “For the first year and a half to two years, I was posting maybe one long-form video a week and casually posting TikToks,” she explains. Only after building consistent momentum did she take the leap to full-time creation.

“I still had a full-time job and thought, ‘I don’t know if I can sustain myself through just acting and doing this,'” Lindsay recalls. “I was nervous, but I decided to quit and see if [creating] content worked out.”

The full-time commitment immediately improved her content quality and performance. “When I focused only on content, of course, the numbers got better, the videos got better, the views got better,” she says.

The Reality of Creator Life

Lindsay is candid about the realities of being a full-time creator, countering the glamorous image often portrayed online. “Online, everyone makes it look so easy,” she observes. “They think one viral video sets you for life. It’s not true.”

This perspective is particularly valuable in her role as a social media marketing professor at a local college. “My students are 18, 19, 20. They think one viral video is all it takes,” she says.

The misconception extends to earnings as well. “People look at numbers and assume success. They saw my 200k on TikTok and thought I must be making 200k a year.”

The reality involves much more work than a traditional job. “I quit a 9-to-5 and now I’m working 9-to-9,” Lindsay says. “It doesn’t stop. Even when you’re relaxing, you’re checking analytics.”

Working from home adds to these challenges. “There’s no one telling you what to do. It’s yourself,” Lindsay explains. “I struggled with accountability because I didn’t know what to do.”

Platform Choices and Dual-Niche Management

Lindsay has developed a practical multi-platform strategy that increases her reach while ensuring steady revenue. Though TikTok hosts her largest following, YouTube serves as her primary platform.

“TikTok has the most followers, but YouTube is my main platform,” Lindsay explains. “YouTube is the most consistent. And, since I’m in Canada, we don’t have the TikTok Creator Fund. So I use TikTok for exposure, to say, ‘Hey, come check out what I do on YouTube.’”

Her content creation process varies depending on the platform. For TikTok, “Those videos are so short I can just hold up my phone. I don’t need fancy lighting,” she says. Long-form YouTube videos require more work, “I have to set up lights and a camera.”

Lindsay’s focus on quality extends to her research. “Scripting takes a while. I don’t use ChatGPT. It’s just me,” she says. “I do a lot of research. You can tell when it’s not written by the creator. I like having that personal touch.”

To maintain brand clarity while pursuing her dual interests, Lindsay operates separate channels for horror and comedy, allowing her to focus on each genre with precision. “I realized I couldn’t mix comedy and spookiness,” she explains. “So I have a second YouTube and Instagram to grow both niches.”

Brand Partnerships: Values-Based Monetization

Lindsay approaches brand partnerships with a clear ethical foundation. “It’s never been about dollar signs,” she says. “I’ve never thought, ‘I’ll pay my rent with this one brand deal.'”

Her selective approach includes a thorough vetting process. “I gave my management a list of brands I won’t work with,” she says. “I check if it aligns, and I research to make sure it’s a good brand that hasn’t scammed people, because I’m promoting this.”

The horror niche creates challenges. “It’s not really brand-friendly,” Lindsay acknowledges. “If you’re promoting something and they see you talking about death, it’s hard.”

To address this, Lindsay targets partners who naturally align with her content. “My strategy has been streaming services, leaning into people that appreciate horror,” she explains. This led to opportunities, such as covering the premiere of “Final Destination” for Warner Bros. Canada.

“That was a dream come true,” Lindsay says. “I interviewed the directors. They were so nice.” The collaboration showed how her acting and improv background helps: “With acting and improv, interviews are easy. It’s just me and my personality.”

Her interview style has become a valuable asset. “I want people to feel I’m not strict,” she explains. “I love telling jokes, making them comfortable. I see actors relax in interviews. I make them laugh and we talk like friends.”

Reinvestment and Growth

Rather than maximizing short-term profit, Lindsay, managed by Greenlight Group, reinvests in her content business. “If I make money on the side, it’s going in,” she explains. “I pay editors, gift them hard drives, improve backdrops, lighting, and cameras.”

This reflects her focus on quality over quick gains. “It’s not like I’m putting it in my pocket to buy a Porsche,” she jokes. “I have nothing designer. It’s all reinvested.”

The emotional rewards outweigh the financial ones. “The amazing fan base I’ve created,” she cites as her greatest reward. “I remember watching YouTube and thinking, I want to do that. I didn’t know if it was possible.”

Milestone moments like her 100,000 subscriber plaque brought deep satisfaction. “When I got it, I cried,” Lindsay shares. “I called my mom because I used to make videos in my bedroom at their house.”

Daily fan interactions provide ongoing fulfillment. “People send fan mail or comment, ‘I had a bad day and this video made me smile.’ The support I get is insane,” she says.

Spooky Season and Beyond

As Halloween approaches, Lindsay enters her busiest time of year. “It’s very hectic. It’s spooky season; my season,” she says.

Her plans include paranormal investigations. “Last Halloween, we stayed in haunted places in Ontario. We’re planning to do it again; 24 hours in a haunted house … or paranormal investigations,” she says. “That part scares me; ‘Is it real? What’s going on?’”

Despite her success, Lindsay remains committed to acting. “I haven’t forgotten my roots,” she says. “I’m still auditioning every day. I’m doing callbacks.”

Her future vision combines both tracks. “I want to focus on acting and, if I don’t book anything, I’ll write and create my own film for my audience,” Lindsay reveals. “Maybe something spooky I can act in.” Meanwhile, her commitment to horror remains steady. “I think I’ll always do it, even short-form,” she affirms. “I can’t let it go. I’m proud of what I built. Letting it go would feel like a disservice.”

Being Genuine in a Crowded Field

For those looking to follow her path, Lindsay emphasizes the importance of staying true to oneself. “Be intentional and do what you love,” she advises. “You can’t follow someone else’s journey. Everyone’s is different.”

She acknowledges the challenges of today’s environment. “Nowadays, it’s super hard to go viral. I got lucky with that one video. Times have changed.”

Rather than being discouraged, she urges creators to find their unique perspective. “It’s oversaturated. You have to find your voice,” she says. “Ask yourself why someone would follow you over someone else.”

The key, Lindsay believes, is adding your personal touch: “You can’t be a copycat. Do what you love and put your twist on it.”