An ‘influencer’ degree? Colleges bet on content creator major as critics question its value

Ask a teen what they want to be when they grow up, and there’s a fair chance being an influencer is on their list.

Digital media and the people who star in it have been cultural mainstays for teens’ entire lives, so creating social media, video or podcast content seems a natural, albeit nontraditional, career path. And now they can earn a college degree in that very field.

Arizona State University recently launched a new bachelor’s degree in content creation, offered through its Walter Cronkite School of Journalism and Mass Communication. The curriculum overlaps with that of ASU’s mass communication and media studies degree, with the major departure being a slate of specialized electives on podcasting, studio production and on-camera presence.

ASU’s announcement was met with swift criticism from many sides — from people who feel content creation is not a legitimate profession to those who question the value of a college degree in launching a social media career.

But the ASU program is not the first of its kind.

And the university, which declined an interview request about the new program, is not the first to offer content creation courses.

Universities, eager to compete for a shrinking student population, are rolling out new majors intended to prepare students for today’s careers. Whether they lead to jobs can be up for debate.

College courses in content creation have riled critics

Many higher education institutions have started offering classes focused on the burgeoning content creation industry over the past couple years, and several have certificate or minor programs. Syracuse University, Quinnipiac University and Colorado State University offer minors, and St. Bonaventure University announced a content creation major last winter.

To Brooke Erin Duffy, a communication professor at Cornell University, these college programs represent an inflection point. During the past year, Duffy said, institutions in education and beyond have been acknowledging content creation as a viable career path — even if the term “influencer” itself hits a nerve.

On social media, influencers are everywhere, sharing shopping recommendations and lifestyle content or promoting beliefs about health or politics. Because even influencers with relatively small followings have loyal audiences, brands also often pay them to talk about products.

The image of a prototypical influencer, Duffy said, is usually a “young girl who is snapping selfies and just reaping in tremendous rewards for seemingly not doing anything.”

But that’s not the reality for many content creators, who are working on media production, audience retention strategies, brand partnerships and business relationships associated with their online presence.

“It is a time-consuming, labor-intensive job that often doesn’t pay well — at least in the beginning,” Duffy said. “But a lot of that gets concealed behind … this assumption that it’s a dream job.”

The creator economy is booming, but not everyone reaps the riches

Even if someone has the skills to make it in content creation, it isn’t easy to break in.

Social media is already a crowded field, and it’s going to get even more competitive in the coming years, said Max Willens, a principal analyst at Emarketer who covers the creator economy.

Emarketer forecasts that social media creator revenue in the U.S. will climb above $20 billion this year, but Willens said it’s important to contextualize what that means for individual creators.

“The overwhelming majority of that money is not going into creators’ pockets,” he said, even though their content and their followers form the foundation of the lucrative field.

Influencers can earn money from social media platforms, which reward high engagement, and some earn commission if people buy a product they’re promoting. But the largest share of influencers’ earnings comes from sponsored content — getting paid to talk about a brand or product. Willens said he expects the amount brands spend distributing and amplifying creator content will eventually surpass the amount creators earn making it.

The idea that a specialized college degree will “suddenly turn people into viral content machines deserves a bit of a reality check,” Willens said.

Duffy noted that becoming an influencer often is perceived, incorrectly, as a path to get rich quick. Colleges that introduce content creation degrees may be hoping to attract new students — and their parents — who are looking for “a job that will pay off,” Duffy said. “Whether or not it does is another story.”

A degree’s price is also a factor: At ASU, base tuition for Arizona residents is about $12,000 per academic year, excluding scholarships, but the total cost of attendance can exceed $37,000 after factoring in room, board and other fees. For students from outside of Arizona, tuition is more than $35,000 and the total cost of attendance is around $60,000 before scholarships.

Creators see value and transferable skills in these programs

While many content creation students may be hoping to become viral sensations, Phoenix-based creator Aiesha Beasley said she could see programs like ASU’s being valuable even to those without that dream.

“Having a digital presence and a personal brand is very important nowadays,” Beasley said. Building a platform and sharing that personal brand online can help a person network and gain entry to settings they may not have had access to otherwise, she said.

Beasley, who has been a full-time content creator for three years after more than a decade posting online, works with small businesses to help optimize their social media presence. She noted that ASU’s courses would teach several transferable skills in fields such as communications and marketing.

Content creator and actor Sammy Cristerna graduated from Arizona State University this spring with a degree in sociology and political science, but said he “absolutely” would have taken classes in the content creation program and considered the major if it had been available.

The courses, Cristerna said, would have been useful in learning how to negotiate brand deals, maximize monetization opportunities and cultivate and keep an audience. Some of those skills can be self-taught through experience, he added. Still, “it’s nice to have that formal education.”

The one thing Cristerna said he isn’t sure will translate in the classroom is personality.

To connect on camera, a person needs to have “good energy,” he said. “That’s hard to teach.”

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