Influencers in the Classroom: Exploring Degrees for Digital Content Creators

What if your college major could prepare you for a career as a social media influencer? ASMSA Executive Director Corey Alderdice explores the emergence of degrees tailored to the creator economy, starting with Arkansas Tech University’s new program in Digital Content Creation. From hands-on training in video production to lessons in digital ethics, these degrees are reshaping how higher education approaches the growing $250 billion influencer industry. Corey also dives into similar programs worldwide, analyzing what they mean for students, educators, and the future of work in the digital age.

For additional thoughts from Director Alderdice, visit coreyalderdice.com.

You can also follow Alderdice on Twitter/X, LinkedIn, BlueSky, YouTube, Instagram, and Threads.

Learn more about ASMSA at asmsa.org/thrive.

Transcript

Today, we’re diving into a topic that might raise some eyebrows—or inspire you to smash those “like” and “subscribe” buttons: college degrees for social media influencers. Yes, you heard that right—programs designed to prepare students for careers in the creator economy are popping up in universities across the globe. And we’re starting with a program right here in Arkansas.

Let’s talk about Arkansas Tech University. This fall, ATU launched a brand-new Bachelor of Arts in Digital Content Creation. It’s a degree built from the ground up to meet the needs of aspiring content creators—whether they’re dreaming of becoming the next big influencer or running the digital campaigns of tomorrow’s top brands. What makes this program stand out isn’t just the catchy name. It’s the way it’s rooted in today’s creator economy, where platforms like TikTok, Instagram, and YouTube aren’t just pastimes; they’re professional playgrounds.

At Arkansas Tech, students dive into hands-on learning. They’re not just studying algorithms or the history of media—they’re making films, producing content, and learning how to manage their digital presence. And this isn’t just theoretical. Take Hunter Paige, an ATU student who’s already amassed over 800,000 followers on social media and works with country music icons like Dolly Parton. The program helps students like Hunter sharpen their skills while they’re still in school, turning their passion into a viable career path.

Beyond Arkansas Tech University, several other institutions are stepping into the influencer and content creation space with unique programs tailored to the digital economy. The University of Texas at San Antonio (UTSA) offers a Bachelor of Arts in Digital Media Influence. This program emphasizes understanding the psychology of media and mastering persuasive techniques to inspire audience action.  Owens Community College in Ohio offers a Media Influencer Certificate Program, which focuses on building a personal brand and creating engaging content for targeted audiences. Meanwhile, the University of Southern California integrates influencer-specific courses like “Building Global Audiences,” helping students navigate platform algorithms and grow their digital presence. On an international level, South East Technological University in Ireland offers a bachelor's degree in Content Creation and Social Media, which includes modules on creative video production, celebrity studies, and even a third-year work placement for hands-on experience. These programs are not just about technical skills; they also incorporate innovative coursework in areas like data analytics, performance psychology, and ethical content creation, ensuring students are prepared for the multifaceted demands of the creator economy.

So why are schools like Arkansas Tech investing in these programs? It all comes down to the creator economy, a market valued at $250 billion and projected to grow exponentially in the coming years. If you think about it, it makes sense. Being a content creator today is more than just pointing a camera at yourself and hoping for the best. It’s about strategy, storytelling, and an understanding of what makes people click—literally and figuratively.

Universities have realized this isn’t just a passing trend. The skills these programs teach—editing, audience analytics, and even digital ethics—are foundational to careers not just in social media but in marketing, journalism, and beyond. They’re also deeply entrepreneurial, which appeals to a generation that’s not looking for a typical nine-to-five. Students today are building personal brands as much as they’re building resumes, and degrees like this provide the toolkit to do both.

It’s worth noting that these degrees aren’t just traditional marketing or communication programs with a trendy rebrand. They’re different. While a classic communication program might prepare you for corporate PR or advertising, these new programs zero in on the specific demands of the digital age. Students learn how to thrive on platforms that are constantly changing—how to adapt when Instagram prioritizes Reels or when TikTok introduces a new feature.

They also tackle questions unique to this space. How do you handle the ethical dilemmas that come with being an influencer? How do you balance authenticity with the pressure to sell? These are modern challenges that traditional programs weren’t designed to address. But schools like Arkansas Tech—and others, like the University of Southern California and even international institutions—are stepping up to fill that gap.

This isn’t just about social media. These programs signal a larger shift in how we think about higher education. For decades, universities focused on preparing students for structured, predictable career paths. But the world isn’t like that anymore. Today’s workforce values adaptability, creativity, and a blend of technical and soft skills—and that’s exactly what these programs are designed to deliver.

We’re also seeing a move toward more personalized learning. Programs like the one at Arkansas Tech allow students to tailor their projects to their specific interests, whether they’re passionate about fashion, gaming, or social justice. This kind of customization not only keeps students engaged but also prepares them for niche markets within the creator economy.

Looking ahead, it’s clear that these programs are just the beginning. As the creator economy continues to grow, we can expect more universities to follow suit, designing degrees that reflect the needs of a changing world. And it won’t stop at influencers. We’re already seeing programs for esports, virtual reality, and other emerging fields. Higher education is slowly but surely catching up to the pace of cultural and technological change.

But these shifts also come with questions. How do we ensure these degrees remain relevant in an industry that changes so quickly? And how do universities balance teaching practical skills with fostering critical thinking and ethical awareness? These are challenges educators will need to grapple with as they shape the next generation of these programs.

So, what does this mean for students, parents, and educators? It means rethinking what success looks like in the digital age. It means recognizing that a degree in content creation or social media isn’t frivolous—it’s forward-thinking. And it means embracing the idea that higher education can prepare students for careers that didn’t even exist 10 years ago.

Programs like the one at Arkansas Tech show us that education isn’t just about catching up to the present—it’s about anticipating the future. And whether you’re a student dreaming of a career as an influencer or an educator looking for ways to stay relevant, there’s something here for everyone to learn.