‘Influencer’ is now a college degree? US university launches bachelor’s in content creation

A career as a social media creator is increasingly moving beyond the realm of self-taught skills and viral videos. Arizona State University (ASU) has launched a bachelor's degree dedicated to content creation, giving students the option to formally study a field that has rapidly grown into a major part of the digital economy.

The programme is being offered through ASU's Walter Cronkite School of Journalism and Mass Communication. It combines traditional media education with specialised training designed for today's creator-driven digital platforms.

What will students learn?

The new degree goes beyond simply learning how to post videos on Instagram, YouTube or TikTok.

According to details reported by The Associated Press, students will receive training in areas including:

• Podcast production
• Studio production
• On-camera presentation
• Digital storytelling
• Communication
• Marketing
• Personal branding
• Content development

The programme reflects how the boundaries between traditional media, entertainment and social media have increasingly blurred.

Content creation is becoming a real career

Universities are increasingly recognising the creator economy as a legitimate professional field.

ASU is not the first US university to incorporate content creation into its curriculum. Syracuse University, Quinnipiac University and Colorado State University already offer minors related to content creation, while St. Bonaventure University launched a content creation major last winter.

The trend reflects the growing number of people building careers around digital platforms, podcasts, video production, online communities and personal brands.

But a degree cannot guarantee viral success

While universities are beginning to formalise creator education, experts caution against viewing content creation as an easy route to fame or money.

Brooke Erin Duffy, a communication professor at Cornell University, told AP that the profession involves much more than simply appearing on social media.

Successful creators often have to spend considerable time on:

• Content production
• Audience building
• Networking
• Marketing
• Brand partnerships
• Business management
• Maintaining a consistent online presence

Income can also be unpredictable, particularly for creators who depend heavily on advertising, sponsorships or platform-based revenue.

Creator economy is growing rapidly

The financial potential of the creator economy is one reason universities are paying greater attention to the field.

US creator-economy revenue is expected to exceed $20 billion in 2026, according to eMarketer analyst Max Willens, as reported by AP.

However, the size of the industry does not mean that individual creators automatically earn large incomes. Much of the money generated by the creator economy goes to platforms, agencies and other businesses, while sponsored content remains an important revenue source for influencers.

Skills can help even if students don't become influencers

The value of a content creation degree may extend beyond becoming a full-time influencer.

Skills such as communication, storytelling, marketing, networking and personal branding can be useful in advertising, journalism, public relations, entertainment, entrepreneurship and corporate communications.

Phoenix-based creator Aiesha Beasley told AP that students could benefit from these skills even if they never become major internet personalities.

That could make creator-focused education relevant to a wider range of digital careers.

How expensive is ASU's content creation degree?

The financial cost is another factor prospective students will have to consider.

For Arizona residents, annual tuition at ASU is around $12,000, while the overall yearly cost of attendance can exceed $37,000.

For students from outside Arizona, the annual cost can cross $60,000, before scholarships and other financial aid.

That means students will need to weigh the cost of the degree against the career opportunities and transferable skills it provides.

Is becoming a creator really a college-level profession?

The emergence of dedicated university programmes suggests that content creation is increasingly being treated as a professional discipline rather than simply a hobby.

But the degree itself cannot guarantee followers, sponsorships or viral success.

What it can potentially provide is a structured foundation in production, communication, marketing and digital media — skills that can remain valuable even if a student's social media career takes a different direction.

As the creator economy continues to expand, universities may increasingly have to prepare students not just for traditional jobs, but for careers where their content, audience and personal brand become part of the business itself.