Colleges bet on 'influencer' majors; critics ain't happy

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 (ASU) 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 specialised 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 programme is not the first of its kind.

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And the university, which declined an interview request about the new programme, 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.

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 programmes. 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 programmes 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.

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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, labour-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."

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 US will climb above $20 billion this year, but Willens said it's important to contextualise 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 specialised 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."