The rise of social media influencers has become an undeniable cultural and economic force. What was once a hobby or side hustle has now transformed into a lucrative career option for many, especially Generation Z (Gen Z) youth. Recognizing the growing demand for expertise in content creation and influencer marketing, South East Technological University (SETU) in Carlow, Ireland, has launched a groundbreaking degree program that aims to turn aspiring influencers into industry professionals.
This four-year bachelor’s degree in “Content Creation and Social Media,” the first of its kind in Ireland, has attracted significant attention. It is a reflection of the shifting landscape of work, where digital presence and online influence are key assets. But what exactly does this degree offer, and why is it so relevant in today’s digital age?
The Evolution of Influencing
Before delving into the specifics of the course, it’s important to understand the influencer phenomenon and how it has evolved in recent years. The term “influencer” was officially added to the dictionary in 2019 and refers to a person who has gained a following on social media platforms like Instagram, YouTube, and TikTok. These individuals use their online presence to endorse products, promote brands, or raise awareness about causes, often in exchange for payment or sponsorships.
The influencer economy has grown rapidly, with some of the most prominent figures, such as YouTube star Mr. Beast and gaming vlogger KSI, commanding massive online audiences and earning substantial sums through sponsored content and advertisements. Surveys consistently show that many young people, particularly Gen Z, view being a YouTuber, vlogger, or professional content creator as a desirable career. This shift in aspirations reflects the increasing power and potential of social media as a career platform.
As Irene McCormick, the course director at SETU, notes, “Influencing is something that’s catching fire.” McCormick, a former television producer and director, saw the potential for a more formalized approach to influencer education after launching a highly successful summer crash course called “Digital Hustle,” which attracted 350 applicants for just 30 spots. The overwhelming interest in this course made it clear that there was a strong appetite for more in-depth training, which eventually led to the creation of the degree program.
Bridging the Gap Between Passion and Profession
The new bachelor’s degree at SETU is designed to help students turn their online hobbies into full-fledged careers. While many young people are already familiar with social media platforms and content creation, the course provides them with the tools, knowledge, and practical skills to elevate their work to a professional level. McCormick explains, “You can try to learn yourself at home, but being empowered with practice and theory about how to connect with target demographics online is going to make a big difference to your career.”
One of the students in the program, 22-year-old Harry Odife, reflected on his decision to enroll in the course, saying, “My friends tell me I talk a lot, so I thought I might as well make money out of it and try this course.” Like many of his peers, Odife is already immersed in the digital space and sees the degree as a way to refine his skills and increase his chances of success in the competitive world of influencing.
Another student, 18-year-old Favour Ehuchie, is a hairdresser who regularly posts about hairstyles on TikTok and Instagram. She hopes that the course will help her transform her social media presence into a business. “It would be nice to have the knowledge to grow that into an actual business,” she says, highlighting the entrepreneurial potential that many influencers are keen to tap into.
A Curriculum Tailored to the Digital Age
The degree program at SETU covers a wide range of topics that are essential for succeeding as a content creator or influencer. Modules include creative video production, storytelling psychology, entrepreneurship, data analytics, celebrity studies, and podcasting. This combination of theoretical knowledge and practical skills ensures that students are well-rounded and prepared to tackle the various aspects of content creation.
One of the key focuses of the program is personal branding how to build and maintain an online persona that resonates with audiences. As McCormick points out, “Of course, people want to make money from influencing, so we look particularly at personal branding, how to monetize being influential over large online followings.” This is a crucial skill in an era where authenticity and relatability are often more important than traditional advertising methods.
Another important aspect of the course is the practical component, where students learn how to use cameras, microphones, and other equipment necessary for content creation. This hands-on experience is invaluable for students who want to produce high-quality content that stands out in a crowded digital landscape. Work placements are also part of the curriculum, giving students the opportunity to gain real-world experience and build professional networks.
The Business of Influencing
While some may view influencing as a frivolous pursuit, McCormick emphasizes that it is, in fact, a serious business. “Yes, influencer posts on social media may sometimes be frivolous, but the actual business is not. It is a very serious business,” she says. Companies are increasingly turning to influencers to market their products, with around 70 percent of marketers believing that influencers are the future of advertising. Governments are also using influencers to communicate important messages, further underscoring the power of social media in shaping public opinion.
Students in the program recognize the hard work that goes into being a successful influencer. Marta Hughes Bravo, a student and avid equestrian, points out that creating content involves much more than just posting videos. “A lot of people think it’s an easy life being an influencer, just posting 60-second videos on TikTok, but there is way more to it,” she says. “Creating content involves editing, planning, organizing, and so on, it takes up more time than you might think.”
The Future of Influencer Education
As the digital landscape continues to evolve, it’s likely that more universities will follow SETU’s lead in offering courses and degrees focused on content creation and social media. The demand for these skills is only going to increase as more companies recognize the value of online influence in reaching their target audiences.
For the students enrolled in SETU’s program, the degree offers the chance to turn their passions into sustainable careers. Whether they end up as influencers themselves or working behind the scenes in content creation, the knowledge and skills they gain will be invaluable in navigating the digital economy.
As McCormick aptly summarizes, “So many Gen Z young people buy a lot of bling, and that bling is being sold through influencers. That’s how we access markets now.” With influencer marketing becoming a key component of modern business strategies, the future looks bright for those who choose to make a career out of their online presence.
In a world where social media is increasingly shaping our interactions, careers like content creation and influencing are no longer just fads they are the future. The introduction of this degree marks an important step in recognizing the value of digital skills and preparing the next generation for success in the online economy.
