Why Are So Many Influencers Moving to This Southern City?

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.