A university in the US state of Texas is launching a new degree dedicated to the art and business of influencing.
Beginning this autumn, the University of Texas at San Antonio is offering a bachelor’s in digital media influencing for aspiring content creators. The programme, which is available online and in-person, will cover technical aspects like photo editing and website development, but also audience psychology and data analytics.
“We want to take the idea [of] media influencing and bring it into the 21st century,” says Chad Mahood, an associate communication professor who developed the programme.
The so-called content creator industry has exploded in recent years, aided by TikTok, Instagram and other social media platforms. Now valued at roughly US$250 billion, the industry, for the US, could reach US$480 billion by 2027, according to an estimate by financial firm Goldman Sachs.
Worldwide, some 50 million people have ditched traditional jobs to work as content creators, Goldman Sachs said. Their content varies widely, from hair and make-up tutorials and restaurant reviews to diet and exercise advice and do-it-yourself home projects. And they get paid to do so, largely through partnerships with brands.