Could a College Degree Help You Become a Influencer? 🎓

The new school year is right around the corner, and Arizona State University is bringing the creator economy into the classroom with the launch of a Content Creation major. Housed within the Walter Cronkite School of Journalism and Mass Communication, the new Bachelor of Arts program is designed to prepare students for careers in the creator economy.

Coursework includes content strategy, video and podcast production, audience development, and personal branding. Students will also gain hands-on experience through brand projects, internships, and a capstone where they build and grow an audience on a platform of their choice.

ASU joins a growing number of higher education institutions building programs around the creator economy, from degree offerings to research centers and professional credentials. Last year, Syracuse University launched the nation’s first Center for the Creator Economy. This fall, Quinnipiac University is debuting a Content Creation and Influencing minor. In 2022, MrBeast partnered with East Carolina University on a credential program focused designed to grow a pipeline of talent for the creator economy.

The momentum isn’t surprising. The creator economy is projected to surpass half a trillion dollars by 2027. At the same time, younger generations increasingly view creation as a potential career path, with a Morning Consult survey finding that 53% of Gen Z respondents are interested in becoming influencers, while a Whop survey found that 59% of Gen Alpha respondents want to become YouTubers or TikTok creators.

Of course, today’s most successful creators didn’t need a college degree to build their businesses, and few would point to formal education as the deciding factor in their success.

Yet, the growing interest in creator careers is pushing higher education to evolve. Universities are recognizing that students want educational pathways aligned with the careers they aspire to pursue while also helping legitimize and professionalize one of the fastest-growing industries.

By formalizing education around the creator economy, universities can help create clearer career pathways, accelerate industry standards, and encourage greater investment across the ecosystem.

The challenge is that the creator economy evolves too quickly for traditional academic models. Creator education can’t be designed once and left unchanged for years. Universities will need to partner with creators, platforms, brands, and agencies, prioritize real-world experience over theory, and continually adapt their curriculum to reflect platform updates, AI, emerging business models, and evolving regulations.

For the institutions that figure this out, there's a significant opportunity, especially given the decline in enrollment across higher education.

Just as certain schools have become synonymous with engineering, business, journalism, and film, the universities that get creator education right could become synonymous with developing the next generation of creators. As more students pursue careers in the creator economy, that reputation could become a powerful advantage in attracting talent.

Instagram announced Replace Audio, a feature that lets users swap the audio in posts or add audio to posts that previously didn’t include it. (Related: Why That Trending Song Could Cost Your Brand Millions)

Meta revealed that over half of all recommended content on Instagram Feed is less than one day old, more than double the share from a year ago. (Related: Instagram to Reward Smaller, Original Content Creators)

Facebook is celebrating Facebook Marketplace’s 10th anniversary with Sellers, a new dedicated app that allows Marketplace sellers to manage listings, message buyers, and track performance. (Related: Facebook Marketplace Will Become Meta’s TikTok Shop & YouTube Shopping Competitor)

Facebook will soon begin testing a full-screen, immersive video experience for a subset of users when they open the app. The feature will initially roll out in video-heavy countries before expanding to the U.S. next year.

Meta has started rolling out Meta AI in DMs on Threads. Users can ask the assistant questions, explore topics, and get more context in a private environment.

Edits added new features, including the option to export projects directly to Instagram Stories and discover audio based on categories like vibes and interests.

TikTok is testing TikTok Shop Plus, an Amazon Prime-like membership program that offers members perks such as free shipping, product discounts, and coupons.

YouTube is rolling out custom thumbnails for Shorts to all creators in the Partner Program. Creators can upload their own thumbnails or choose from three suggested options, similar to long-form videos.

YouTube announced an expanded partnership with NBCUniversal that will give YouTube Premium subscribers in the U.S. access to the ad-supported Peacock Premium plan that includes live sports, movies, and TV shows.

LinkedIn expanded access to Collaborative Posts globally for members and Company Pages. The tool enables up to six accounts to co-author content that is shared across their collective audiences. (Related: LinkedIn Finally Has a Creator Marketplace)

LinkedIn added the ability for users to flag posts as “Seems Like AI Slop” and will privately flag content that multiple users believe is inauthentic or heavily AI-generated.

Snapchat announced that fully AI-generated videos will no longer be eligible for recommendation in Spotlight.

Pinterest opened applications for the latest installment of the Pinterest Inclusion Fund, which supports creators who are new to the platform. Selected creators will receive grants, coaching, training, and collaboration opportunities.

Spotify launched the ability for artists to upload full-length videos, such as music videos, live performances, studio sessions, and covers, directly through Spotify for Artists.

HBO Max is testing HBO Max Shorts, a vertical video feed featuring trailers, clips, and bonus content. Users can save content and directly watch the full-length movie or show. (Related: Streaming Is Going TikTok)

Gap expanded its creator advocacy program to employees across its offices, stores, and distribution centers at Old Navy, Gap, Banana Republic, and Athleta. Selected employees will receive content creation tools, affiliate earning opportunities, and more. (Related: Gamified Creator Programs)

Inside Unilever’s 300,000-Creator Network: The Logistics Behind the Headline Number (Digiday)

Since Unilever’s CEO announced plans to work with 20x more influencers, the CPG giant’s creator initiatives have gained significant attention. Activating a network of 300,000 creators, including 50,000 for the FIFA World Cup, requires the right mix of people, technology, and operational infrastructure.

The Creator Economy Has a New Middle Class (Bloomberg)

As brands allocate more dollars to smaller creators and monetization opportunities expand, a new middle class of creators is emerging. More people are turning content creation into a full-time career or a lucrative side hustle.

Shopper Experience Index Report (Bazaarvoice)

With data from a survey of more than 7,000 global shoppers, the report highlights the continued shift in power from brands to consumers and the rising importance of content from individuals over brand-created content.

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