A phone, a ring light — and now, perhaps, a college degree.
Arizona State University has launched a bachelor's degree in content creation, giving students the chance to study how to make videos, build an audience and earn money online.
To some people, it sounds absurd. Why spend four years learning something teenagers already do from their bedrooms?
The university argues that the degree involves much more than filming videos or chasing viral fame.
Offered by its journalism school, the program includes video and podcast production, writing, graphic design and on-camera presentation. Students also study audience data, personal branding, copyright, ethics and ways to make money from their work.
In their final project, students choose a platform, develop a strategy, publish content and try to grow a real audience. Their work is not judged only by a professor. The internet also gets a vote.
The degree reflects a change in young people's ambitions. A 2023 Morning Consult survey found that 57% of Gen Z respondents would become influencers if given the opportunity. For a generation raised on YouTube, TikTok and podcasts, online content can seem like a natural career choice.
Universities are taking notice. Several American colleges now offer content creation courses, certificates or degrees.
There is certainly money in the industry. One forecast estimates that revenue connected with American social media creators will exceed $20 billion in 2026.
But that figure can be deceptive. Much of the money goes to platforms, advertising services and companies that promote content — not directly to creators. A few stars earn millions, while many others struggle to build a stable income.
That is one reason critics question whether the degree is worth its price. At Arizona State University, annual base tuition is about $12,000 for state residents and more than $35,000 for students from elsewhere, before housing and other expenses. Skills such as filming and editing can also be learned online, often for free.
No university can promise popularity. Students may learn to study audience data or negotiate a brand deal, but professors cannot guarantee that strangers will watch. Even creators acknowledge that one important quality — an engaging personality — is difficult to teach.
Supporters say the course still offers useful skills. Graduates do not have to become full-time influencers. Businesses, charities and public organizations all need people who can produce videos, manage social media and communicate clearly online.
Those abilities can lead to work in marketing, public relations, brand development and media production. Building an online presence may also create opportunities without making someone famous.
Perhaps the surprising thing is not that an influencer degree exists, but that universities took so long to create one. Content creation is already a large industry, and digital storytelling is part of modern business.
Still, the degree comes with a reality check: college may teach students how online influence works, but it cannot teach the internet to pay attention.