Influencers impacting Charleston culture

By Charlotte Sciarrino

It’s no mystery that the introduction of social media has changed the lifestyle landscape has shaped the way that the city of Charleston and the College of Charleston operates. 

When senior Amelia Wahlers sets out to create content for the College of Charleston, her goal is simple – to show an authentic and unique point of view, not “only portray the hundred dollar restaurants and shops on King Street.”

Having lived here for the past four years, Wahlers is familiar with the charm the city has to offer. 

“But having lived here, I have seen beyond just the tourist attractions to the actual charm of Charleston,” she said. “That spans from the family owned restaurant off the beaten path or all of the community events that Charleston produces.” 

Because of the way tourism has changed the culture, the Holy City has been a popular destination for influencers to lay their ground. 

But since the mass flooding of these influencers to the Lowcountry, it has changed the way locals have felt about the development of a community that they were so fond.

According to the Post and Courier, Charleston’s tourism hit a record shattering $14.35 billion in economic growth in 2025, which is partly the result of those“hundred dollar restaurants and shops on King Street,” as Wahlers would say. 

Social media has played a role in stripping away the genuine “local” flavor of the city.

Local fitness instructor Miles Erikson has had similar concerns about the shift since moving down here for school in 2020.

In the six years Erikson has lived in Charleston and set up a life after college, he has seen a notable change in social media portrayals of the city. 

“A lot of local little shops have gone viral on Instagram. That's led to more popularity. So that's great for the business, but as a local, it's led me to being able to go less, or I have to wait in a long line,” Erikson said. “It's no longer a hidden gem, as some would call it.”

The influencer epidemic is infiltrating the market at a rapid speed, and it’s impacting the culture of the people who live here. 

“I definitely see some local influencers that think they just do it for the money and for their brand deals,” Erikson added. 

The shift in the influencer focus has influenced the College of Charleston’s image as well. 

Lee Goble, director of brand management at The College, recognizes the need to portray the campus in a way that attracts a variety of students.

Goble sees the city as more than just the "pastel houses and palm trees and esthetic coffee shops and literally nothing but high-end shopping."

He emphasized the desire for a more diverse population at CofC and a branding shift toward becoming a want for a more cohesive and recognizable brand. 

The desire for a more integrated image plays into how CofC is represented among SEC schools, which ties into how they are presented on social media. 

In recent years, social media’s role in brand identity has been major. The College posts regularly, and showcases how our unique location sets us apart from the rest.

With inclusions like "Day In My Life" videos from students at The College, and street interviews, The College showcases a student focused outlook, hoping to make prospective students see themselves in the day to day life.

The changes to Charleston and the College of Charleston, although daunting, bring about hope for a new perspective in the Lowcountry's ever changing culture.