Imagine you walk into a retail store, ready to browse shoulder to shoulder with your fellow shoppers. A woman in the same section as you points to what you’re sorting through on the hangers and starts telling you about her favorite shirt. “It isn’t fussy,” she said. “I can wash it, and wear it over and over in so many ways.”

Maybe you spent the last few evenings clicking through suggested ads for similar styles. The headlines had grabbed your attention, and the algorithm was feeding you options. As it always feels when you shop, there’s an anxiety as you wonder if you’ll end up with the best possible option (of millions!)

Now standing in front of you is a real human, telling you her genuine experience with a product. It immediately holds so much weight. You want her to keep talking! You want to know what she has discovered and try what she has tried — and ultimately loved.

This is the joy of human connection. It feels way more effective than any spun-up-by-a-robot headline. It’s refreshing! AI this, AI that. Spoiler alert: humans win. We believe this! And we’ve seen it in the real day-to-day of modern marketing.

This scenario reminds us of this scene from Meet Dave (is a 2008 comedy reference too niche?) where a robot stumbles his way around an Old Navy, hilariously messing up every interaction with the humans inside. He copies the worker’s greeting to “fit in” with the other shoppers, but ends up looking and sounding insane in his misuse of human language. Is this not a perfect image of AI trying to mimic the power of human recommendation and taste?

As AI use grows, so does our ability to sense it. You can now even scan this post to see if we used AI to write it. (We proudly did not!) The world is closely paying attention; doesn’t it feel like we’re all on high alert for signs of real people? And as much as some might try to convince you otherwise in the name of “efficiency”, being a real person online is something you can’t fake. Connection is what drives results, and connection is fostered — not manufactured.

Good news though! There is a payoff for being human. From inside the marketing industry, we see that campaigns are doing well when they embrace the friction and reality of being a person living and creating in the world. As we said last month, authenticity is an immediate in-route to connecting, relating, and converting an audience. This all sounds obvious, but it’s a real skill that we’ve found requires effort and practice. In this month’s newsletter, we’re breaking down how to embrace your humanity online — and still win in the competitive market.

Being human will never go out of style.

You can achieve high-quality, effective marketing and brand presence while embracing the real human who started your business in the first place (you!).

Our team talks and thinks a lot about how to add humanity back into our marketing strategies. Here are three actual actions we take (and encourage our clients to take) in real posts and campaigns:

#1 Make A Joke

One of the easiest ways to show humanity is through humor; laughter is the most immediate & natural connector!

Depending on the tone of the message or product, this can’t always apply. Still, we’ve found that a bit of humor added into any marketing effort drives greater results.

It can be something big like centering a campaign around something funny, ironic, or even embarrassing. Or it can be as simple as infusing a light moment inside your brand’s greater message. No matter your industry, size, platform, etc., every audience benefits from feeling like they have permission to laugh and be light.

(P.S. On the flip side, we’ve found that a marketing team is also more effective when it values constant humor. Finding the lighthearted spot in any unexpected obstacle or lengthy creative process creates immediate adaptability, more imagination, and an ease of workflow that can’t be replicated with any productivity tool or software.)

Laughter is truly medicine — and also a great marketing hack.

#2 Feature Real People

Feature humans in your marketing! Real ones from your business, whether it be your founder, your team, or your audience.

Polaroid recently introduced a great campaign with blue ballpoint pen details and candid photography. The photography captures that real humanity — family photos, moments at home, etc. Pinterest had a similar one that appeals to living life more than scrolling it.

This is a smart approach for large companies — appeal to the individual humanity of your vast audience. But we forget to apply the strategy on a smaller scale too!

Here’s an example of people-forward marketing on a small scale, using one of our real clients:

Read more

Modern marketing is often compared to a hamster wheel. A demanding process that requires a high output at a never-ending pace. At Migrate, we understand that building a digital presence is part strategic action, part art. The internet is an art form, and, as in any art form, authenticity is always rewarded.

Creativity is a long game that rewards those who keep going. In the marketing space, platforms and conversations are constantly changing, as are our own lives and perspectives. How do you keep up?

Think of a time you released something that went well — a viral reel, a sold-out collection, a newsletter that converts, a sale that beats last year’s numbers. Did you find yourself the next day crawling back to your computer, the blinking cursor looking back at you, asking: Okay, what’s next?

Going back to the drawing board after a win and waiting for the next idea to hit can be intimidating, exhausting, and discouraging. Success can go to anyone’s head, and having more eyes on you is a paralyzing thing.

At Migrate, we focus on creating marketing momentum. Momentum is described as “the strength or force gained through motion.” In short, it’s what happens when you keep going.

Even when tapped out on energy and ideas, you keep going. Even when caught in an endless scroll of other people’s work, you keep going. Even if you’re afraid that your next idea won’t live up to your first, or that the creative change required feels like too much… keep going!

As always, our team keeps a close eye on the most successful people out there. What helps them keep going, especially with all this attention?! This month, we looked closely at a specific artist currently in their second wave of huge success (who hasn’t heard Stick Season?) and created exercises to help you align with your inner voice — your best marketing asset. Scroll on to read… ↓

Inside July’s newsletter:

→ What We’re Noticing in Marketing & Culture
→ 4 Exercises to Help You Create After Success (aka How To Make Things Like No One Is Watching)

This Month’s Noticings

Last week, I saw Noah Kahan perform live. He’s touring his newest album, The Great Divide, which released this past April and has broken all kinds of numbers and records — even ones that Noah himself held previously. His last album, Stick Season, caught serious traction in 2022 and propelled Noah’s career to this point. Stick Season reached places that Noah’s music had never gone, from the Billboard 200 chart to major collaborations with artists like Post Malone, Brandi Carlisle, Kacey Musgraves, and Hozier.

It’s obvious that Noah is humbled by this massive growth.

Between songs at his live show, he thanked the audience profusely, more than anyone I’ve ever seen. You can almost feel the weight of it in his words — thanking his fans for caring, deeply hoping that they keep caring, that this life doesn’t vanish now that he’s built something great within it. This is an artist who has now intimately met his audience and is acutely aware of them as he creates his art.

Of course his “success” contains more than the metrics, though that is a part of any dream achieved. The attention on Stick Season showed an even bigger goal of his was met — people truly resonate with Noah’s music. Isn’t this the hope we all have? Finding an audience that feels and cares about the same things we do, that what matters to us might be or become meaningful to someone else.

“I’ve watched so many of your guys’ TikToks and edits. I feel like all the intention I put into this music and the story I wanted to tell and the place that I wanted the music to bring you — it’s being found by you.

And that’s, like, the greatest thing you could have as a person who makes music and as a person that listens to it. It’s when you feel like we’re both living in the same world.” // Noah

I couldn’t help but notice: the crowd was buzzing at last week’s show for Noah’s newest songs. Usually, the older viral hits generate the most excitement, but even deep cuts from his recent album brought about just as much energy. I felt giddy for him! He managed to follow up his huge Stick Season virality with art that matters to people just as much, maybe more.

The way he did this was less by chasing the larger numbers and more so by remaining authentic (which was what caught everyone’s attention the first time anyway!)

The experiences Noah articulates, on stage and inside his music, are ones creative people know well, with or without fame: Feeling overwhelmed by success, even in a good way. Going back to the drawing board after an accomplishment. Creating with added expectations. Wondering if you’ll ever have your younger self’s free mindset again, now that everything’s different.

As artists, business owners, and creators, we are used to looking for inspiration at the start. To begin is a beast, but at the beginning, we are still protected by naivety. Being authentic comes easily as we pursue our long-time dreams! Noah demonstrates the importance of staying that way. He poses a question that is vital for brands and individual creators:

How do I keep creating authentically even (and especially) when there are eyes on me?

It’s worth constantly asking ourselves this. Authenticity is at the very heart of innovation. Knowing (and re-knowing) our truest selves is how we play the long game of creativity.

Keep going!! xx
Aubrey

How To Make Things Like No One Is Watching (4 Specific Ways)

Any kind of success, big or small, changes something within us. It’s inevitable that you will be different. You know new things now.

I have noticed that naivety is one of the biggest creative strengths that we often overlook. How do we stay in touch with this innocence?

Last year, some of my early attempts to share storytelling reels online went viral. This one hit 8 million views and catapulted my account from 10K to 50K in a few short months. I was certainly not expecting this, but the success introduced a new dynamic to my creative process. I couldn’t help but hear haunting statements like, “How do I recreate this?” / “But is this story going to be as good as that?” / “What will they think?!”

On the internet, knowing that there are people watching can detach us from the inner voice that guided us there in the first place. There is a reason people always say “dance like no one is watching!” What they really mean is: channel the most authentic version of you.

Scrolling back through my old work, I see that it resonated because I was creating from the most honest and authentic part of me. I was not trying to work a formula or be someone different. Because we are all made one of one, being yourself is the best marketing tip I’ve learned. Ironically, it’s also the hardest in practice.

If you’re working to grow online, these are the four exercises that help me reconnect with the truest part of me and reignite my online creativity.

I hope they help!

Read more

Our team is full of art appreciators. By reading books, watching films, taking in everyday beauty, and discussing art together, we learn to become better storytellers. It’s a big part of our team culture and one of our biggest pieces of advice for anyone building a business: you must begin by noticing.

What may seem “irrelevant” to the world of marketing at first glance is actually a powerful dose of inspiration. Deep-diving into the media that shapes the culture around us is a way to keep a pulse on how the world is feeling. Marketing and media are related because when both mediums are done well, a great story is being told.

We recently devoured Remarkably Bright Creatures on Netflix. First a book and now a film, this is a story about paths crossing. The main characters, Tova & Cameron, are literally destined to meet, but I won’t spoil it! Just know that a life of pain in many forms led them ultimately to each other. Not a coincidence, but a connection clearly meant to be — obvious even to the nature around them.

And yes, this relates to marketing.

More on this below… ↓

Also inside June’s newsletter:

→ 3 Ways to Fill the Hole in Your Audience’s Heart (specific questions to help strengthen how you speak to your people!)

Speaking of the octopus narrator (yes, an octopus!)… Marcellus is the bonus character POV in the story of Remarkably Bright Creatures. He’s a giant Pacific octopus living in the aquarium where our main characters work — where all three paths first cross. As the characters clean the glass and mop the floors, they open up to Marcellus and process their complicated experiences out loud. What they don’t realize is that he’s actually listening.

Marcellus observes Tova and Cameron with a deep curiosity. There’s a wall between him and them, literally. Stuck in a tank, he looks through glass to watch their interactions, hear their conversations, and notice even their most subtle traits.

Because of his remarkable (!) attention to detail, Marcellus is the first to understand the similarities between Tova and Cameron. The “afflictions” they share, the parallel grief they’ve experienced, and the things that they both lack in their lives. A friendship grows, orchestrated by Marcellus in many ways unknown to Tova and Cameron. Ultimately, our curious observer is the one who discovers the invisible string and ties our two main characters together for good (again, I won’t spoil it — it’s worth watching it unfold for yourself!)

“As a general rule, I like holes. A hole at the top of my tank gives me freedom.

But I do not like the hole in Tova’s heart. I will do everything I can to help her fill it.”

Isn’t this what we marketers do? We look for connections between people. We notice what they have in common and bring them together to see it for themselves. We find gaps, and we close them. We spot holes, and we fill them.

It takes a watchful eye to do this, to bring meaning back to the space of marketing. This industry has become quite noisy, naming “hacks” and “fast results” as the route to a big impact. But we are not machines, and neither is your audience.

What actually makes an impact is human connection. What if you started to focus on this in your own city, platform, team, followers, etc.? If you are willing to take that risk of putting people first, your marketing will resonate.

I personally love working in marketing because it is an industry of storytelling. When I look at our own clients’ biggest successes, I see decades of slow growth added up:

I see a writer who knows her readers inside and out. Her own 10-year journey of writing daily on her blog is what led to a successful book launch this past spring.

I see a creator who first lets her grief unfold naturally off-screen. She has spent 10 years sharing her heart, piece by piece, finding people with experiences similar to hers. Posting vulnerably and consistently is what led to her dream collaborations now landing in her inbox.

I see a small business owner who noticed a gap in the clothing market 10 years ago. Since then, she has been bringing together like-minded women in her colorful Charleston storefront. Her customers are loyal because they know her. And they know that she knows them, too.

Don’t be discouraged by the time it takes to do this work. The art of marketing is connection, and connection is a slow, thoughtful thing. Growth is gradual, and that’s okay (contrary to what everyone else might be telling you!)

I’m excited for you to read Caroline’s thoughts below on how to market in a way that genuinely connects with your audience (and fulfills you more deeply). When you look for people’s “holes” and are generous in your desire to fill them, this is what creates a genuine impact!

xx
Aubrey

P.S. A little rec for you: the audiobook of RBC is even better than the movie!!

3 Ways to Fill the Hole in Your Audience’s Heart

When you think about improving your marketing, you might think to turn to an article listing five of the latest growth hacks or a podcast that spews ever-changing, often confusing, and demanding must-dos.

But in truth, to become better marketers, we must first sharpen our observational skills. Like Marcellus the octopus, we must learn to pay very close attention.

By paying attention, we can spot holes AND fill them with our business, message, or product. The purpose of our work is to help others find what they are looking for, feeling, or needing help with. To fill the hole in their heart!

You have the power to leave people with that “ah-ha!” feeling they crave. These questions are designed to help you do just that:

Read more

As a high schooler, I watched what these women were doing in glamorous high-rise buildings: wearing great outfits, confidently pacing rows of cubicles in 4-inch heels, and solving every problem that landed on their desks. It was exactly what I wanted. They waltzed into large conference rooms and flipped through swatch books, pointing out colors with clear vision. They had access to a sample closet and the most sought-after contacts just a phone call away. Sure, they were stressed — but their lives revolved around aesthetics. And that became my dream job scenario.

Many of our own dreams were built on the allure of this 2010 woman, but she no longer exists in the current-day market. At least not in the same way. More on this below… ↓

Also inside May’s newsletter:

→ 5 Things To Help You Reach Out To Anyone (and actually get a response…)

My own “rom-com swatch job” dream led me to the front row of fashion classes, behind the scenes at fashion shows, and even a semester abroad in Milan, studying the luxury industry. In some ways, I didn’t really fit in with the ultra-design crowd. A different side of my brain wanted to be utilized. I was seeking a business-adjacent fashion role. Scratch the itch for aesthetics first, then make some real momentum with my strategic side.

Practically, my job options included retail, merchandising, or store design (not always great pay), endless math and spreadsheets in buying (not my skill), or the bottomless pit of marketing jobs. (You can see what direction I went in…)

Following my own skill set and interests, I landed here in the world of marketing. But I’ve always wondered — what about that rom-com job I envisioned? Unfortunately, it doesn’t exist anymore. At least not in the same way.

Running an agency in 2026 has made it apparent that the days of glossy magazine companies are fading. That mesmerizing world where style, culture, and business collide has moved mostly online.

At one point in The Devil Wears Prada 2, Stanley Tucci’s character says,

“I used to do four-week shoots in Africa every year,” he laments, “Now I’m lucky if I can rent a studio for the day in Hoboken. Runway is now something people scroll through on their phones while sitting on the toilet.”

Ugh. It’s so true. How disappointing!! What do we do now? I’ve been turning over the “scrolling their phones while sitting on the toilet” quote all weekend. What does any of this mean if we’ve gotten to this point?

But also! How much could this mean now that we’ve gotten to this point?! The world has been opened wide for us, especially us creative women. Art can be shared anywhere, and you can reach anyone. You (yes, you!) can share your ideas and point of view on anything, instantly. Just one click of a button.

Modern-day Andy Sachs would certainly have a great Substack. Andie Anderson would be pumping out a great series of video content. (“How To Lose A Guy in 10 Days: Part One”) The smart woman that I grew up idolizing, browsing the swatch book and walking the office halls, is now also doing Reel research and perfecting the art of short-form content.

Her core goal, this captivating woman in business, is the same as it’s ever been: finally get some eyes on our great ideas.

To see her business thrive, whether as a founder or an employee, she notices where the roads of marketing collide. She’s not afraid of the chaos. She can piece together the puzzle of imperfect growth analytics. She adapts to the ever-changing social platforms. (Even Runway has turned digital!) She speaks up on her team, and her risky concepts end up engaging the perfect niche audience.

And she does it all with a keen eye for aesthetics.

The 2026 “rom com” woman knows why marketing matters. This world is where her ideas become the vehicle that takes the business to new places.

We can be resistant to what this new role looks like, or we can see how lucky we are. The entire internet at our fingertips. New jobs to make our own! Interesting people that we could meet, just one email away.

If I could go back to my younger self, as she visualized her dream job and started pursuing it, I would say a few things:

1. What remains through time is always taste. If you’re interested in a certain industry, you must cultivate your own point of view within it.

2. No matter what job you have, a business can’t escape the hamster wheel of content creation. The risk of quick production is rewarded. This is part of the picture that you don’t see in the movies. There is no escaping the effort required.

3. Be open to the fact that most jobs are, in a way, marketing jobs.

4. The internet is where the art is now. Embrace it!

5. Most of all, create good art. (And don’t be afraid to relentlessly share it.)

I started Migrate to help creators and businesses go to real places with their unique perspectives. My advice is truly to just keep publishing. The world is at your fingertips, just maybe not exactly how your 16-year-old self pictured it.

5 Things To Help You Reach Out To Anyone (And Actually Get A Response)

Speaking of our beloved rom-com businesswomen, they definitely showed us the rocky path to finding the right connections and building a career from the ground up. Something as simple as an email, a thoughtful gesture, or a single conversation could teach you something valuable or grab someone’s attention — someone who could give you your next opportunity.

My own true hobby is networking and connecting others. The thrill of getting the right contact!!! As I’ve mentioned before, Migrate would not exist without its network.

I receive about 5-10 resumes and many DMs a week, and if I can, I want to help people as others have done for me! There’s an art to doing this in a way that acknowledges and respects people’s time and value. Here are a few tips I’ve learned over the years and the things that make for great outreach.

1. Please Don’t …

I like to joke that if people ask me to coffee, I assume they hate me. This is highly dramatic (and I do love a coffee date), but I really don’t know anyone who can continually take a 10 am break on a Tuesday to sit and talk. (Also, “pick your brain” sounds painful; people should pay for such access to a vital organ. Remove this from your vocabulary.)

Now that we’ve gotten that out of the way …

Read more

Hello April & hello Spring!

Here we go, right into Q2! We are sending you all the spring energy: the sun is out, and creativity is in full swing!

Our own business is always changing, which feels timely for the season. As we grow and evolve, we pay attention to the industry — what’s working, what’s not. One of the biggest parts of marketing that we keep a pulse on is social media, especially the role that a marketing agency has to play within it.

Scroll on for an honest conversation about social media in 2026. In this ever-evolving space, we share what we think you should actually hire an agency for, exactly how we make video content, and more.

P.S. In case you missed it, Caroline compiled our team’s best practices and favorite parts of using Asana in our workflow. Read it here!

Noticing

How I Manage My Marketing Agency with Asana

I dream of the day that everything in my head has somewhere to go. We all have so many open tabs (literally and metaphorically). For me, the hardest thing about scaling a business has been managing all these “open tabs…

Read more

5 months ago · 16 likes · 5 comments · Caroline Lunne

Inside April’s edition:

→ The Wind Beneath Our Wings (little things inspiring our team this spring)
→ Marketing trends that we noticed this month
→ Why you can’t outsource your social media anymore — and what to do instead

But in case we haven’t met yet… meet the full-time team!

Caroline: Our founder. Lead of all things business strategy, creative thinking, and client development. Believes marketing is best done when approached holistically.

Aubrey: Our creative director. Happiest to be in the weeds of all things graphic design and branding. Knows that the best stories are told with great visuals.

Maddie: Our marketing strategist. A lover of sharp strategy and editorial content that feels thoughtful and fresh.

Annie: Our newest addition to the team! The best at bringing social platforms to life and keeping our clients’ marketing moving in the same direction.

The Wind Beneath Our Wings

Little things inspiring new life in our team this spring:

Caroline: I can’t get enough of The Artist’s Way! I’m walking through it with an amazing group of girls, and it’s become my favorite part of my month!

Aubrey: The new RAYE album has become my new obsession. I’m so inspired by the creative risks she's taking with her music.

Maddie: Goldbug Collection jewelry pieces! In the final stretch of wedding planing I have been looking for meaningful gifts to give my family members. Goldbug’s custom engraved pieces are timeless keepsakes they will have forever.

Annie: I can’t get enough of flowers this time of year. In my house, blooming around Charleston, and even showing up in fashion and decor. They make everything feel like it’s coming back to life!

Noticings in Marketing

Every audience wants to be included.

We’ve all seen the Artemis II Mission take over our feeds. It’s holding everyone’s attention for a reason — hope.

The team is conducting groundbreaking research, and yet every day they take time to communicate with us here on Earth, from big political leaders to young children in school. We even get to watch them do their tasks in real time.

When they talk about their mission, Artemis II team has a captivating demeanor full of authenticity, wonder, humility, and even humor. Though the research is likely intense and tedious, you would never know it. What stands out more is their passion and appreciation. They wholeheartedly believe in their work.

And they wholeheartedly believe in us.

“You guys are talking to us because we’re on a spaceship really far from Earth, but you are on a spaceship called Earth.”

// Victor Glover

Their care and attention make us, as bystanders, feel involved, excited, and hopeful about the future that they are creating.

And that’s what every audience wants to feel. This is the heart of marketing: anyone who sets out to do great work must intentionally share that great work with the world.

Your own business or brand may feel “small” compared to this huge spaceflight feat, but we think the team on Integrity would agree that it is not small at all. Whatever you’re passionate about is exactly what the world needs. The authenticity and care that comes from your own passions cannot be replicated.

“There is limitless potential here. But I also want to just not single out people who are interested in spaceflight. I would say anything that you find a passion in, when it sparks your interest — there is no right answer for every human. It’s in your soul.

Jeremy likes to say every one of us has a gift, and we need to share our gifts to be happy. And so, if you want to be a veterinarian, if you wanna help people, be a nurse or a schoolteacher, a public servant, and a police officer, there are so many things out there.

When you find that fire in your soul, and you know what you’re meant to do, just lean all in and go for it. And if some of you end up going and walking on Mars, the four of us—myself, Victor, Christina, and Jeremy—we will be in the front row cheering you on loud and clear.

// Reid Wiseman

As you create products, found companies, and build businesses, you are making change happen. Keep your audience in mind as you do, let them feel your own passion, and invite them to look to the future with you.

An Honest Take on Social Media from Within the Industry

This is likely not what you want a digital marketing agency to tell you — but gone are the days of outsourcing your feed. If you really want to grow, you can’t fully outsource your content anymore.

A few years ago, you could hire an agency to take over your social media calendar, post curated photography, and build an audience pretty successfully. You wouldn’t really need to be involved, but could still see a serious ROI.

Scroll any feed right now, and you’ll likely notice that the content that’s winning isn’t the most polished or produced. It’s the most real. It’s the founder in the car, the business owner at the counter, or the stylist in their room doing a live try-on.

What matters most is the people behind the brand showing what they actually think, do, and who they are. Just like we said about the Artemis II team — intentionally sharing about what you do is often as important as actually doing it.

We’re noticing that the fastest-growing brands in 2026 have one thing in common: the owner, team, or tastemaker is in front of the audience. Not perfectly, but consistently showing up.

Workflow-wise, this presents a challenge. Business owners’ time is a limited, precious resource, and to show up well does require support. The question here is not if you should hire help, but what effective support actually looks like.

Internally, we’ve decided to stop offering complete social media packages because they just aren’t working. A brand can’t completely outsource its social media anymore and get real results.

So this is what we're telling people instead:

Read more

Happy March!

It’s the month of good luck — aka one of our favorite core values. But where does luck come from? We’ve been thinking a lot about what it means to be lucky, and part of it is that you get what you look for. If you look for luck, it will appear.

But luck really comes from visibility. The more that you can put yourself out there, be in different rooms, and meet people, the luckier you get. Marketing is a tool for luck because it helps people meet others. When in doubt, put yourself out there — you will get lucky.

Inside March’s edition:

→ The Wind Beneath Our Wings (little things giving our team momentum)
→ Marketing trends that we noticed this month
→ 5 Insider Tips We’ve Learned From Working With Influencers

But in case we haven’t met yet … meet the full-time team!

Caroline: Our founder. Lead of all things business strategy, creative thinking, and client development. Believes marketing is best done when approached holistically.

Aubrey: Our creative director. Happiest to be in the weeds of all things graphic design and branding. Knows that the best stories are told with great visuals.

Maddie: Our marketing strategist. A lover of sharp strategy and content that feels thoughtful and fresh.

The Wind Beneath Our Wings

Small things that are helping our team keep momentum:

Caroline: Modern Movement just moved into our building, and I love taking their strength or pilates classes before my workday starts! They are so energetic and empowering, and the classes are fun but still challenging. Such a fun community they’re building! Honored to be a part of it.

P.S. We’re hosting an open house with them on March 6th. It’s art walk night downtown! Hope to see you there — all are welcome!

Maddie: I've recently gotten back into making sourdough, and it's become a huge part of my week. Whether it's watching TikToks of new inclusion recipes to try or eating the loaf I just made, I am obsessed! Aubrey has also become a sourdough pro, so it's so fun to chat about. I talked all about my sourdough process on my Substack here!

Aubrey: This month, I’m adding in a “closing shift” to end the work day. I used to leave every window open on my computer, since I usually pick up the same to-do list the next day. Now I quit every app and close every tab. This really helps lighten my mental load in the evenings and gives me a fresh start the next day!

(And ditto to how a tedious hobby like sourdough can help my outside-of-work brain decompress without rotting!!)

Noticings in Marketing

Trends worth noting and patterns our team is observing in the industry.

Remembering your younger self.

There’s a trend on the internet right now showcasing childhood photos of people in professional roles. We can’t get enough. Why? Good work really does come down to being in touch with your inner child.

As children, we were all wildly creative. Along the way, we lose some of that spark. What did younger you love to do? This is what you should market.

It’s helpful to remember why you started and what traits and talents of that younger self you can still care for today. If you don’t know what to promote, ask your inner child what they want.

Substack — smaller audiences, bigger impact.

We recently heard an influencer and content creator, Chelsey Curtis, talk about the impact of creating on Substack — how her smaller audience here fulfills her even more than larger numbers on Instagram and TikTok.

She mentioned how even five people liking or sharing a Substack Note feels more real and substantial than thousands of likes on Instagram.

As the creator, she feels deeply connected to her audience here, especially since she can see exactly who they are and trust that they value her content (because it’s a true time investment to read something long-form!)

Substack seems to not only be more fulfilling for creators, but for consumers too. As they discussed in this episode, Substack really could be the antidote to the defeating feeling that social media can sometimes bring. Instead of numbing and addictive scrolling, Substack leads consumers to look at a few Notes, maybe read one long article, and then hop off their phone.

It’s refreshing to notice this rise in slower, more intentional creation and consumption — something that we know firsthand can create stronger results in the long run.

We’re proud to be a part of this growing platform!

5 Insider Tips We’ve Learned From Working With Influencers

Whether you’re an influencer yourself or a business working with this growing number of creators, these are the specific tools and niche details about this industry that we want to make sure you’re familiar with.

The internet can make influencing look like luck or randomness. Like someone just wakes up one day with brand deals and PR packages and a full calendar.

But there’s a backend system most people don’t talk about — and once you understand it, the entire industry feels less mysterious and a lot more strategic.

For maximum growth and stronger creative ideas! We help creators grow, and this is what we’ve come to know:

Read more

February is a short month, making it a great time for a productive sprint.

There’s less time to “get to it,” fewer weeks to reevaluate, and not much room for marketing that isn’t moving the needle.

In our world, February is always a reminder that clarity beats complexity! Momentum comes from choosing a few things and actually finishing them. February also flies by every time, so it’s worth it to be present in each moment and do what you can to keep things moving forward.

Inside February’s edition:

→ The Wind Beneath Our Wings (5 clarifying questions giving our team momentum)
→ Marketing trends that we noticed at Southern C
→ An exercise to help you find your focus

But in case we haven’t met yet … meet the full-time team!

Caroline: Our founder. Lead of all things business strategy, creative thinking, and client development. Believes marketing is best done when approached holistically.

Aubrey: Our creative director. Happiest to be in the weeds of all things graphic design and branding. Knows that the best stories are told with great visuals.

Martha: Our editorial go-to. Master at shaping words and imagery into content that highlights each client’s personal style in a clear, beautiful way.

Maddie: Our marketing strategist! A lover of sharp strategy and content that feels thoughtful and fresh.

The Wind Beneath Our Wings

5 clarifying questions that are helping our team keep momentum:

1. How can we make one moment in our marketing feel more human?

2. What would consistency look like if we stopped aiming for perfection?

3. Who is someone who is inspiring me? Why? How can I connect with or encourage them?

4. What are we avoiding because it feels “too big” and what is the smallest step we can take today?

5. Where are we over-explaining? How can we simplify this message?

Noticings in Marketing

Trends worth noting and patterns our team is observing in the industry.

This collection is gathered from our team’s learnings and observations at The Southern Coterie Summit last month.

Martha:

• Stop waiting for the perfect moment/trend to create good content!! Try something new on socials and don’t be afraid of the algorithm; you never know what will take off organically. Sometimes, the raw, unpolished ideas are exactly what move the needle.

• Generative engine optimization is the new SEO. If used correctly, it can help you save time and money.

• If you’re just starting your business or brand, take the time to make a “favorite things” collection to help you figure out what you want your brand to convey to the world.

Aubrey:

• Part of your brand is the culture you build in the early days of building your team. Clear values and passionate hires shape how your brand shows up in the world, far beyond a logo or tagline.

• The first step in strong marketing is brand awareness. Before conversions and loyalty, make sure people know you. Use tools like influencer marketing, events, press, and partnerships to get visibility.

• A strong website is more than just design. Details like email signups, product organization, and clear navigation are what make a site actually work.

Maddie:

• Community is everything. Building a strong community is essential for growing a business & it is often what carries you through those early days.

• If you’re a founder, get behind the camera - people want to hear directly from you.

• Try the thing that scares you, because nine times out of ten, it works out better than you expect.

• Fashion tells such a fun story. It’s not about the bag or the dress, it’s about the passion behind them that makes them what they are. The story is what truly matters.

Caroline:

• Teamwork really does make the dream work. I have attended this conference solo for a few years, but bringing all these team members helped us gain more insights, learn from each other, and be creatively recharged! I’m proud.

• Everything takes 10 years. Start now! And stay in the game.

• Reach out, offer a compliment, and follow up online! You are likely only a DM away from someone who can help you, change your career, or, at the very least, inspire something in you. Show up! When we show up, we get lucky.

Find Your February Focus

This exercise is designed to help you figure out what marketing work is actually worth your time during this shorter month.

Momentum isn’t created by doing more. It’s created by choosing the right few things and letting them compound. Remember, the internet is a bank account, and the smallest actions compound over time.

Use the questions below to determine what actually deserves your attention. Cheers to a few weeks of focus!

Read more

Another great year has come to an end!

As the Migrate team wraps up 2025 and begins a new year, we’re taking a moment to pause and celebrate the best part of what we do: the people! Our clients, our team, and the audiences / consumers we talk to every day.

Real people are listening closely to the things we create, promote, and share. Behind every screen and campaign is someone counting on us to give them something positive, helpful, and important. Behind every plan, meeting, and to-do list is a team with perspectives and talents worth celebrating.

Marketing is like one big conversation on what matters most to each of us. This is an industry made by and for real people. This is something we’re keeping in mind as we look back on the numbers, obstacles, and accomplishments of the year.

More on this here.

Here at Migrate, we stick close to our list of clear company values, something to ground us as we create. As we end our year, one specific value stands out: We are lucky.

Lucky to do work we love. Lucky to bring great ideas to life. Most of all, lucky to be a part of the conversation, whatever it is and wherever it may take us.

Our vision board for 2026: people-forward & full of color!

Inside January’s edition:

→ The Wind Beneath Our Wings (what we’re looking forward to in 2026)
→ Marketing trends that Migrate is noticing
→ 4 Steps to a 2026 Marketing Plan

But in case we haven’t met yet … meet the full-time team!

Caroline: Our founder. Lead of all things business strategy, creative thinking, and client development. Believes marketing is best done when approached holistically.

Aubrey: Our creative director. Happiest to be in the weeds of all things graphic design and branding. Knows that the best stories are told with great visuals.

Martha: Our editorial go-to. Master at shaping words and imagery into content that highlights each client’s personal style in a clear, beautiful way.

Maddie: Our marketing strategist! A lover of sharp strategy and content that feels thoughtful and fresh.

The Wind Beneath Our Wings

What we’re looking forward to in 2026:

+ See you at Southern C? We can’t wait to be in Sea Island as an entire team! This conference is the go-to place for female entrepreneurs. Days chock-full of connections, tips, and so much fun. P.S. Find Caroline as a mentor! We can’t wait to share some marketing insights.

+ Our client is launching her awaited first book into the world this year. We couldn’t be more excited! Stay tuned on her blog.

+ Have you been to Woodhouse Savannah? So many fun things planned there this year.

+ Caroline signed with a literary agent in November. 2026 is going to be the year of the book! We can’t wait.

Noticings in Marketing

Trends worth noting and patterns our team is observing in the industry.

Fonts are the new ticket to successful storytelling.

As we watch what’s performing on socials, one thing is clear: personal stories (whether deep and reflective or lighthearted and creative) are catching everyone’s attention, especially when the creator is our personal narrator.

An interesting detail that’s helping these stories land even harder? Typography! And not just in the “captions so you follow along” kind of way.

We’re noticing creators using unique display typography (often scripts or bold fonts) to highlight keywords as they talk. Almost like little chapter markers! They make the story easier to digest and keep viewers engaged from the first frame to the last.

It’s subtle, but it works. Typography becomes part of the story itself—setting the tone, keeping the momentum, and adding a touch of personality.

Our favorite creator doing this well is Sarah Randall! Not only does she use creative typography, but she’s mastered the smart angles and jump cuts that give a story momentum. This is another great example of a simple talking video made more captivating using text!

25 things we learned as a team in 2025:

1. Storytelling is harder, but worth it. Nearly 8 million views garnered from authentic storytelling!

2. Agendas in every meeting make life easier. Our team keeps one running Google Doc for each client.

3. ShopMy could change your life. The influencer industry is only growing. Sign up here!

4. What feels “obvious” to you is often the most valuable thing you can teach. Pay attention to what feels “easy!”

5. Email is still the most underrated long-term growth asset. Email drives a lot of sales. Build your list! Every contact counts.

6. Consistency compounds faster than creativity without follow-through. Commit to one small action every day. You’ll be amazed at how this makes more of a difference than the “big idea “ you might be waiting for.

7. Repeating yourself is not redundant — it’s how messages actually land. Customers need to see what you’re saying or selling 7x or more to get it. Repeat! Repeat! Repeat!

8. Momentum is easier to maintain than to restart. The internet is a bank account. If you can only add a penny, it still counts. An object in motion stays in motion!

9. Update your WordPress plugins.

10. Rest is a strategy, not a reward.

11. The work that scares you a little is usually the work that matters most.

12. When setting goals or naming dreams, saying it out loud is usually half the battle. Name it to gain it.

13. Just because you can do it yourself doesn’t mean you should. Hire more help. Help, helps!!!

14. Tracking your time helps you balance work time / break time better and helps you understand how much time each part of your job takes. Our team uses Toggl. Sounds tedious, but it’s tremendously helpful.

15. Go with your gut—every time.

16. Designer hack: SVG files can easily be changed to different colors in Canva.

17. Five minutes makes all the difference. Tackle tasks you don’t want to do by just working on them for 5 minutes. (You’ll be surprised that you usually find the energy to keep going…)

18. Having the right people around you changes the quality of your thinking and creativity.

19. Working with multiple clients? Set up multiple Google Chrome profiles to stay logged in on various platforms as numerous people.

20. Pay attention to your body’s clock (what time of day do you naturally feel most energized?) Align your task work time to that. For ex: smaller, more manageable tasks in your “lower energy” time, big tasks require creative thinking in your peak.

21. Photography makes or breaks a brand. Your website/socials likely can’t reach their full potential until your imagery gets a facelift. It doesn’t have to be professional shoots every time—just high-quality, thoughtful images.

22. Investing time into well-designed decks actually makes a difference. Your brilliant ideas become easier for clients or team members to digest!

23. Doing a few things that count > getting it all done. Keep this in mind the next time you find yourself rallying to empty the to-do list or inbox (which will never truly be empty.)

24. The most important part of a brand color palette is strong, high-contrast color pairings.

25. And finally, wisdom from “We are going to change, and our interpretations of the rules will change, and that’s OK, because what we’re after in the end is just a life well and fully and artfully lived. Everything in service of that core, that giving center.” // Jen Shoop

4 Steps to a 2026 Marketing Plan

If your marketing felt harder this year—even if you’re “good” at it—I want to start by saying this: you’re not failing. You’re growing.

End-of-year advice tends to sound loud and urgent. New platforms to try. Bigger strategies to map. More content to plan. But most of the people reading this (you!) aren’t lazy or unmotivated. They’re tired! They worked hard in 2025. They showed up. And now they’re staring down another January, wondering how to do it better without needing to do more.

This is not a post about hustle or reinvention. This is a reset—gentle, honest, and designed to last!

Read more

We’ve nearly made it through BFCM 2025! How are we holding up? So many sales and metrics, so we’re bringing you some creativity to your inbox today.

Every month, we capture what we’re noticing in marketing in newsletter form. We believe that noticing is the first step in doing good work. Paying attention is the precursor to creativity.

Some noticing inspo:

Inside December’s edition:

→ The Wind Beneath Our Wings (a Migrate gift guide!)
→ Marketing trends that Migrate is noticing
→ 10 Honest Questions to Help You Kickstart Creativity in Your Content

But in case we haven’t met yet … meet the full-time team!

Caroline: Our founder. Lead of all things business strategy, creative thinking, and client development. Believes marketing is best done when approached holistically.

Aubrey: Our creative director. Happiest to be in the weeds of all things graphic design and branding. Knows that the best stories are told with great visuals.

Martha: Our editorial go-to. Master at shaping words and imagery into content that highlights each client’s personal style in a clear, beautiful way.

Maddie: Our new marketing strategist! A lover of sharp strategy and content that feels thoughtful and fresh. We’re so excited to welcome her to the team!

The Wind Beneath Our Wings

It’s gifting season! Our clients have all sorts of fun things for everyone on your list. See our picks below!

01 // Merch from our founder, Caroline. A Like Life banner for a gallery wall or a creative hat for any creative gal you know.

02 // Baffie for the littles in your life. A polo, a hat, or a sweater for the golf course.

03 // TableWith subscription for anyone who loves to host or cook! (The best way to gift an experience — starting a cookbook club together!)

04 // Wims for the adventurous drink lover.

05 // Hubs Peanuts for your coworkers, in-laws, or the snack-obsessed.

06 // A Woodhouse Spa gift card for the person who needs an escape!

07 // Swells silk scarf for the fashion-forward.

08 // Tiny Tassel for fun accessories, ornaments, and hand-made and designed clothing.

09 // Magpie x Riley Sheehey prints for any mom in your life.

Looking for more gifts? Explore gift guides from Jen Shoop and Jillian Eversole!

Noticings in Marketing

Trends worth noting and patterns our team is observing in the industry.

→ You can’t fake creativity

Everybody wants the trick. The secret posting time, perfect hook, or trending audio at the ideal time. We’re all looking for an algorithmic loophole that makes engagement explode.

But here’s the truth we’ve learned:

There is no trick. There is only creativity. And you cannot fake creativity.

Most “growth hacks” work once and keep you guessing. But creativity is the process of learning how to express yourself, and it is the long game worth playing. You are unrepeatable!! This is “the trick” that works forever.

When clients ask how to unlock better content, the answer is never “post at 8 pm.” or “replicate the feed of your favorite account.”

The answer is almost always: Experiment more. Think deeper. Say something real. Put yourself out there. Try again tomorrow.

This month’s edition of Going Places is all about channeling your creativity in your content. We gathered some top things we’ve noticed and learned from working with a range of storytellers through the years. Plus 10 honest questions to help you shift your mindset and unlock the power of your personal or brand story.

Read more

Everyone says storytelling is the crux of any worthwhile marketing message. But what comes before the story? An observation. Great marketing results from paying attention. That’s why we work to notice things — and share them with you!

For example, these viral chocolate bars were created because someone first noticed the tiny moments that make up daily human life. Read what’s printed on these wrappers and you’ll find instances we can all nod along to. That’s a sign of a good insight, and good insights first come from seeing something.

Each month, we share what we’re noticing in the marketing industry. We’re gathering what is both helpful and interesting. From a bird’s eye view, this is what we’re seeing. 😉🕊️ Enjoy this read!

Inside November’s edition:

→ The Wind Beneath Our Wings (an office playlist, what’s on our gift lists, and more)
→ Marketing trends that Migrate is noticing
→ 5 Questions to Help You Determine and Delegate Your Voice

But in case we haven’t met yet … meet the full-time team!

Caroline: Our founder. Lead of all things business strategy, creative thinking, and client development. Believes marketing is best done when approached holistically.

Aubrey: Our creative director. Happiest to be in the weeds of all things graphic design and branding. Knows that the best stories are told with great visuals.

Martha: Our editorial go-to. Master at shaping words and imagery into content that highlights each client’s personal style in a clear, beautiful way.

Maddie: Our new marketing strategist! A lover of sharp strategy and content that feels thoughtful and fresh. We’re so excited to welcome her to the team!

The Wind Beneath Our Wings

Things we’re loving lately as we create & collaborate:

Favorite Follows:

Caroline: Always inspired by @lillysisto and love everything from @annavatuone!

Aubrey: @katybellotte !! A master storyteller. She’s located in NYC, and her visuals feel like that perfect moment of warmth in the midst of a busy environment. You have to watch this office transformation.

Martha: @sallismendel is such a chic dresser! Such a great follow for home and outfit inspiration!

Maddie: @acquiredstyle has the best videos. I love her style so much!!

Things On Our Gift Lists:

Caroline: I can’t wait to give fellow jewelry lovers this jewelry storage solution disguised as a chic coffee table book! And then everyone I know will be receiving a copy of The Artist’s Way (duh).

Aubrey: This pill case is my stocking stuffer this year! Will also be wrapping up this weighted eye mask. I’ve been having great conversations with my friends & family about stress management and daily wellness, so I’m making that the theme of my gifting this year.

Martha: My new go-to hostess gift: this seasonal Le Cresuet cocotte. Perfect for baking holiday treats or using as candy dishes!

Maddie: Lake PJ’s for anyone in my life, Ember Coffee Mug, or you can’t go wrong with an Anthropologie Candle!

Easy listening for your office:

Aubrey: For you & your co-workers — a shuffle of very cozy music for the office! (Even if you’re in a solo WFH office like me.) Some of these lyrics make for a helpful creative recharge when they catch your attention. Plus it’s about 8 hours long, so it will last you the full work day!

Noticings in Marketing

Trends worth noting and patterns our team is observing in the industry.

Read more

Each month, we’ll share what we’re noticing in the marketing industry. We’re gathering what is both helpful and interesting. From a bird’s eye view, this is what we’re seeing. 😉🕊️ Enjoy this read!

Inside October’s edition:

→ The Wind Beneath Our Wings (aka: our recent favorites)
→ Marketing trends that Migrate is Noticing
→ The Only 7 Questions You Need to Plan Meaningful Q4 Campaigns

But first things first… meet the full-time team!

Caroline: Our founder. Lead of all things business strategy, creative thinking, and client development. Believes marketing is best done when approached holistically.

Aubrey: Our creative director. Happiest to be in the weeds of all things graphic design and branding. Knows that the best stories are told with great visuals.

Martha: Our editorial go-to. Master at shaping words and imagery into content that highlights each client’s personal style in a clear, beautiful way.

Maddie: Our new marketing strategist! A lover of sharp strategy and content that feels thoughtful and fresh. We’re so excited to welcome her to the team!

The Wind Beneath Our Wings

Things we’re loving lately as we create & collaborate:

Tech Tools:

Caroline: If video feels overwhelming, start bookmarking reels you enjoy and download the Edits app (from Instagram!). We find that this makes creating video the most accessible, and it has helped me improve on my own personal reel-making journey.

Aubrey: As an agency working with multiple clients (and their many collaborators) at once, we’re constantly pulling random logo files into designs. Using the Canva “background remover” and “invert” tools has helped us quickly achieve the correct logo file in the right color without having to go on a wild email goose chase.

Martha: The most recent ShopMy update, specifically the “most popular” tab, has been so helpful in seeing which products move well for our clients.

Maddie: When my inspiration needs a reset – whether I’m short on post ideas, pulling together outfits, or just a fresh perspective – I find myself scrolling through Pinterest. It’s my go-to for sparking fresh ideas & getting out of a creative slump.

Office Essentials:

Caroline: There is a surprising creative power in lighting a candle at my desk. It’s like a ritual or cue for my creative brain to get into a flow state. I love this one, which is very appropriately named Blue Skies Ahead.

Aubrey: I often need a break from the typical slow coffee shop playlists. Playing live music instead during my WFH days helps fill the room with a creative charge. My go-tos right now are Olivia Dean’s acoustic live shows. Wild Rivers has some great ones, too.

Martha: I never start the morning without a coffee at my desk while I check my emails. It signals to my brain that it’s time to start the day and lock in for work. (Plus, you’d be surprised at the many ways a cute mug sparks creativity).

Maddie: To get every morning off to a good start, I always refresh my workspace. Sometimes a stray Starbucks cup or a note from the day before lingers overnight, so resetting my space helps me feel ready to jump into everything the day holds. A clear space really does mean a clear mind.

Other Favorites:

Caroline: I’m hosting our first in-person team summit with our new team members (!!!) this week. What a treat to be together! We toasted to our growing team at Felix in Charleston on Monday night. If you haven’t tried their burger, you must!

Aubrey: Voice memos to collaborate! Giving direct feedback and passing projects back-and-forth this way (especially on a remote team) is so helpful. Tone is more clear between teammates AND it often leads to insights or creative solutions while you talk it out loud to yourself. Win-win.

Martha: A no-phone creative walk before the work day begins (especially while the weather is still nice). Watch your life, mood, and creativity transform before your eyes with this morning ritual.

Maddie: I’ve been a longtime follower of The Works in Charleston, and I take a class at one of their studios every day. This routine has become such an important part of my life, keeping me connected to my community and helping me feel strong and centered.

Read more