Paper Trail
Rough Draft
What's a Comfort Creator and Are You One?
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What's a Comfort Creator and Are You One?

Are comfort creators the new Netflix? Let's chat about it...

Studio Notes

  1. What I’m Thinking About: “The minute you start caring about what other people think, is the minute you stop being yourself.”—Meryl Streep

  2. What I’m Listening to: This podcast with two of my favorite women. (P.S. I️ made this cornbread recipe for a cookbook club where I️ knew only a handful of women and it was the hit of the night.)

  3. What I’m Reading: I️ read this book in one weekend. This mystery takes place at a summer camp in the 1970s and with it’s twists and turns, you’ll be turning page after page to figure out whodunit.

  4. What I’m Into:

    1. These Quince slides that are less than $70 and good quality…

      This is my new favorite brand. Great quality, great prices, and so chic. Perfect for a capsule wardrobe. I mean look at this chart (that I️ screen-shotted from their site)

    2. This sweater in every color. It feels like cashmere - really, but is significantly cheaper. (And yes it’s from Amazon)

    3. Sculptural belts are said to be big next season, so here’s one I love that is high quality but not crazy expensive.

  5. Updates:

    1. 2025 Book Club: What is it? A list of what I’m reading in 2025. It’s a mix of business books (which I️ will recap on here so you don’t have to read them) and fun reads to keep me feeling creative. If you ever need a rec, this is the place to look.


Good morning artists,

Wonder why people love cleaning videos, or cooking videos even if they “can’t cook”, or “trad wife” content despite not necessarily wanting to be one themself? Enter comfort creators—those magical digital voices that make you feel calm, nostalgic, and connected. Today we are going to break down what is a comfort creator, why we find them so appealing, and how hopping in on this trend just might help you to sell more art.

So, what exactly is a comfort creator? They’re the antidote to high-energy, fast-paced social media. These creators specialize in relaxing, soothing, and sometimes nostalgic content that provides a much-needed break from the chaos of daily life. Think cozy cooking videos, softly lit cleaning routines, or calming art process clips set to gentle music.

This isn’t a new phenomenon. Remember Ina Garten and her cozy cooking shows? Comfort creators are the digital-age version, offering the same sense of ease and connection but tailored for TikTok (but we will discuss how this bleeds into other platforms).

Why do we love them so much?

  • Emotional Appeal: Their content is a refuge from the negativity and hustle culture of other online spaces.

  • Connection: They feel like friends inviting us into their world.

  • Nostalgia: Their aesthetic often taps into memories of simpler, calmer times.

  • Mental Health Benefits: Their videos provide a safe space to unwind, helping reduce stress and overwhelm.

But this isn’t just a feel-good trend; it’s changing how we consume media. People are shifting from performance-driven, high-pressure content to intentional, calming experiences.

A few examples of comfort creators that I️ have come across on various platforms include:

These are comforting to me in various ways, but I️ think examples always help to round out a concept.

Anyways, you may be thinking, cool, another trend, but what does this mean for me? Well, listen up, because it means A LOT for you and can change the way you approach your marketing in 2025. (and will make it more fun and easier along the way)

Why does this matter for you as an artist?

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