Why Are So Many Influencers Moving to Charleston, South Carolina?
Photo: Tetra Images/Getty Images
In 2021, Erin Thumann, her sister, Ellie, and their mom planned a girls trip along the southeastern coast of the United States. “We wanted to visit all the Nicholas Sparks movie locations,” Thumann says. “My sister was filming a YouTube video, I was posting on my socials, and it was just so fun to show all of these different spots.” Eventually, they made their way to Charleston, South Carolina. Little did they know, as they explored the Colonial buildings and sandy coastlines, they weren’t just touring the city where The Notebook was filmed, but also their future home.
“A couple of years later, my sister visited Charleston again with some friends, and I remember so vividly she called me, saying, ‘We have to move here. We loved it when we came; we have to move.’ So I planned a trip out, got off the plane, and ended up signing a lease that day because it just felt so right.”
The Thumann sisters, who are originally from Arizona, are among a number of content creators—mostly young women—who have moved to the South Carolina city in recent years. “I’ve definitely noticed an increase in influencers in the city,” says Sarah Baus, a TikToker and content creator from Charleston. “There are some content creators from the blogger era, but as far as the new social media influencer and TikToker, we really didn’t have those until probably the last four years. It’s been a pretty steady incline ever since, and a lot of them are from out of town.”
A decade ago, when the modern influencer industry was taking shape, it was logical for burgeoning internet personalities to move to Los Angeles or New York where it was easier to make connections and become noticed by talent agencies and other decision makers. “With the rise of TikTok, anyone can go viral from their Midwest bedroom, and it has really leveled the playing field,” says Clara Peirce, a TikToker and YouTuber who moved from Raleigh, North Carolina, to Charleston last year.
Although self-employed content creators have generally had more career flexibility than those in other industries, this has only increased in recent years. “You no longer have to live in these entertainment cities to be successful or noticed by brands,” Peirce adds. “In my opinion, it’s diminished that pressure.”
Unlike California and New York, South Carolina is rarely a business move, but rather an opportunity given the nature of this business. “I wouldn’t say that myself or any of the people that I’ve met who moved to Charleston did so for a strategic purpose,” Peirce says. “I don’t think people move here solely thinking it will be good for their career.”
Indeed, most of the creators who spoke with AD shared stories of enduring love affairs with the city: They spoke of childhood summer vacations or frequent trips with friends during long weekends. For many, living in Charleston has been a life-long desire. The ever increasing flexibility in the content industry has made that dream an easier reality.
“Growing up, there were two places I knew I wanted to live someday: New York City and Charleston. Half of my family is from or lives in Charleston, so we visited almost yearly,” Hannah Elise, a YouTuber who is moving to Charleston from Manhattan, tells AD over email. Originally from Pennsylvania, she spent the past few years in New York and is now looking forward to fulfilling the second half of this residential bucket list. “I never had a timeline… I’ve just been listening to my gut and trying to make the best decisions I can for myself as I go, and earlier this year it felt right to finally pursue Charleston,” she says.
Charleston, South Carolina, USA Historic Cityscape
Peirce was drawn to the city’s unique blend of urban offerings including a nightlife scene and local restaurants in addition to the beach and a generally slower pace of life. “It’s truly just an amazing city with great people, good energy, amazing food…. I think that in and of itself is enough of a reason to move here,” she says.
While it may not be the primary motivator, this doesn’t mean there aren’t career benefits to living in Charleston. “I think the reason the city has become really attractive to the traditional influencer—especially an Instagram influencer—is because it’s a very aesthetically pleasing one. It’s very photogenic,” Baus says. To someone in a different field, this could sound like a superficial reason, but as she explains, “that actually makes a huge difference in your content quality, and having so many places where you can shoot photos, it makes it much easier to create content that way.”
As one of the oldest cities in the United States, Charleston is known for its collection of historic architecture, particularly from the 18th and 19th century. Colorful pastel row buildings, Greek revival churches, and notable Charleston “single houses” line the Sabal palmetto–dotted streets. Though it is the largest city in the state, it retains a small-town feel thanks to low-rise buildings, which, according to Visit Charleston, dominate the cityscape because no structure is allowed to surpass the tallest church steeple, Saint Matthew’s Lutheran Church. Indeed, in a 2017 ordinance, the city council noted that the “harmonious outward appearance of structures preserve property value and attract tourists and residents alike.”
For Lauren Loveless, another Charleston-based content creator who moved to the area in 2022, this does make a genuine difference. “I can’t find a bad backdrop or ugly picture in the city. Every single aspect of the city is beautiful, from downtown to the beaches,” she says. Originally from North Carolina, she spent many summers visiting the area and always knew she wanted to live there one day. “I think people definitely consider [the landscape] when moving here, because you don’t want monotonous content; you want to have multiple facets, multiple places you can go and shoot things.” Charleston offers this in abundance. “For being such a small geographical city, there are so many beautiful locations,” she adds.
White Southern Mansion
Thumann says moving to Charleston added more inspiration to her daily routine. “I think when you’re feeling your most inspired is when you produce the most authentic content,” she explains. Upon relocating, she noticed that she wanted to spend less time at home and instead go experience and explore the city. “There is always something to do here, and so there is always something to share.”
Baus says the influencer industry has seen “trendy” cities in the past. “Nashville had a boom before us and so did Austin,” she says. These places catch on in the same way jelly flats or barrel jeans do. “It starts with one or two people showcasing the city and the lifestyle—the same way you would a product—and they’re showing it well,” she explains. “Then another person comes, then another. It’s just a snowball effect.”
According to the Charleston Regional Development Alliance, the city’s population is growing three times faster than the national average, and more than 40 people move to the city every day. “The Charleston region has seen an average of 2% population growth over the past 20 years, so the level has held steady in that time. Meanwhile, some regions have seen much slower growth, or declines,” says Jacki Renegar, the director of research and business intelligence with Charleston Regional Development Alliance.
As she explains, much of this is due to a strategic focus to diversify the economy. “A few decades ago, our economy was dominated by tourism, military, and the port,” she says. “Fast-forward and today, we see dramatic growth in life science, tech, advanced manufacturing, and finance, among others.”
Golden Hour at Folly Beach Pier
Now that there are more job offerings—in addition to increased access to remote work—it may inspire even more future residents to move to the city after seeing the Charleston lifestyle through their favorite creators.
“When I meet people when I’m out, a lot of them say they moved to Charleston because of my content,” says Anna Heid, an influencer who moved to Charleston in 2023 after living in Manhattan for a year. “So I feel like if I even have that impact, there are bigger girls here who are probably also inspiring people to come.”
With that, Peirce says it’s important to remember this impact and be mindful if and when relocating to the city. “I understand that even me moving here and being a transplant in the city is counterproductive to the reasons I love Charleston. I love Charleston for the local people who have shaped it and grown it to be what it is,” she says. “I think it’s really important to get yourself involved in the community and make sure that you are adding to it.”
Originally Appeared on Architectural Digest
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