Want to become an influencer? This US university now offers a degree for it

Becoming a content creator is no longer just an internet career path, with Arizona State University launching a bachelor’s degree dedicated to content creation and the growing creator economy.

Arizona State University has launched a bachelor’s programme in content creation through its Walter Cronkite School of Journalism and Mass Communication.

The programme focuses on skills used across the modern digital media industry, including podcasting, studio production and developing an on-camera presence.

The move reflects the growing recognition of content creation as a professional field rather than simply a social media hobby.

Other US universities, including Syracuse University, Quinnipiac University and Colorado State University, already offer minors related to content creation. St Bonaventure University launched a content creation major last winter.

Is the degree really about becoming an influencer?

Not exactly.

Experts quoted by the Associated Press say the creator economy has become a legitimate area of work, but building a career online involves considerably more than gaining followers or producing viral videos.

Content creators may need to handle filming, editing, marketing, networking, audience development, personal branding and business relationships with sponsors.

Communication and marketing skills can also be transferred to careers outside social media.

Creator economy is growing

The US creator economy is expected to generate more than $20 billion in revenue this year, according to eMarketer analyst Max Willens.

However, the money generated by the sector does not necessarily translate into income for individual creators. Sponsored content remains an important source of revenue, while earnings can vary considerably from one creator to another.

A university degree also cannot guarantee that a graduate will become successful or go viral.

The cost of studying content creation

The programme comes with a significant financial commitment.

Arizona residents pay around $12,000 a year in tuition, while the total annual cost of attendance can exceed $37,000. For out-of-state students, the annual cost can exceed $60,000 before scholarships.

For students considering the course, the key question may therefore be whether the skills gained can lead to broader media and communications careers even if becoming a full-time influencer does not work out.

Why universities are taking creators seriously

The rise of dedicated content-creation courses reflects a wider change in the media industry.

Social platforms have created new jobs around video production, podcasting, brand partnerships, audience management and digital marketing. Universities are increasingly adapting their courses to prepare students for these roles.

The ASU programme therefore represents more than a degree aimed at aspiring Instagram or TikTok stars. It is also an attempt to formalise skills that have emerged from the rapidly expanding digital creator industry.

Analysis

The biggest shift is the formal recognition of content creation as a professional skill set. Universities traditionally trained students for established media careers such as journalism, advertising and broadcasting. Creator-focused programmes bring newer forms of digital storytelling into the academic system.

However, the degree does not remove the biggest risks associated with creator careers: unpredictable income, intense competition and dependence on platforms and advertisers. A qualification can provide production, communication and business skills, but it cannot guarantee an audience.