Jul 26, 2026
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Add us on GoogleArizona State University is betting that the next generation of entrepreneurs won’t necessarily launch startups. They’ll launch personal brands and, if done right, they can make bank.
Now, young adults have the chance to learn exactly how to do it.
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The university has introduced a new Bachelor of Arts in Content Creation through its Walter Cronkite School of Journalism and Mass Communication, giving students the opportunity to earn a four-year degree focused on becoming professional content creators, digital storytellers and influencers.
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The program, approved by the university senate earlier this year, arrives as the creator economy continues to expand into a multibillion-dollar industry, with more than 200 million Americans earning income through platforms like TikTok, YouTube, Instagram and podcasts. In fact, the global creator economy is currently valued at over $250 billion, driven by surging ad spend, advanced creator tools and the ever-evolving artificial intelligence space.
The average influencer earns $91,991 per year, according to Indeed. For perspective, the average registered nurse earns $93,600 per year, according to the Bureau of Labor Statistics. More than half of young people (57% of Gen Z) want to become social media influencers, surveys suggest. And they’re not alone, with 41% of adults overall expressing influencer aspirations.
“How to Become an Influencer” and more
According to ASU, students will learn content strategy, personal branding, audience analytics, multimedia production, podcasting, social media marketing and videography while building their own online presences. They’ll learn how to analyze performance across multiple platforms, test different content strategies and improve results using audience data.
One of the program’s most attention-grabbing offerings is a course titled “How to Become an Influencer.” Students can also choose classes in podcasting, on-camera presence, social media foundations, photography, videography, editing, vocal delivery and interpersonal influence.
The curriculum culminates in a capstone project where students are expected to grow a real audience. So instead of simply submitting a paper, students select a platform — such as TikTok or YouTube — develop a content strategy, publish original work throughout the semester and demonstrate measurable audience growth. By graduation, students are expected to have an established platform with followers and engagement metrics they can show potential employers or sponsors.
The degree still requires the same academic rigor as other bachelor’s programs, too. Students must complete at least 120 credit hours, including general education courses in math, writing and humanities alongside their communications and production classes. The program is housed within one of the nation’s best-known journalism schools, reflecting the increasing overlap between journalism, digital media and creator-driven storytelling.
Students also gain hands-on experience through internships, brand content projects and the university’s Los Angeles Content Studio, where they have the chance to work on professional productions and creator-focused initiatives.
But ASU says graduates won’t be limited to becoming influencers. Career paths include — but are not limited to — content strategist, social media manager, brand storyteller, podcast producer, digital marketer, videographer and communications specialist.
ASU did not immediately return Moneywise’s request for comment on this story.
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A labor market shift
The new degree reflects how dramatically the labor market has evolved over the past decade. What was once considered a hobby has become a legitimate business for many creators, who generate income through advertising revenue, brand sponsorships, affiliate marketing, paid subscriptions, merchandise sales, digital products and more.
TikTok users, for example, monetize their accounts largely by selling products on the TikTok Shop and going live to earn “gifts.” Meanwhile, YouTube creators can earn through the YouTube Partner Program, which essentially offers fan-funded ad-revenue sharing.
Brands have also shifted billions of dollars in advertising budgets toward influencer marketing and user-generated content (UGC) as consumers increasingly trust creators over traditional advertising.
In fact, average reported annual influencer marketing budgets have grown 171% since last year, with 71% of organizations increasing their investment year over year, according to Creator IQ’s The State of Creator Marketing Report. Most brands allocate 10% to 20% of their total overall marketing budget to influencer marketing alone, with some putting more than a quarter of their funds toward influencers, according to Influee, a UGC platform.
While influencer may once have sounded like an unconventional profession, schools are increasingly treating content creation as a blend of entrepreneurship, communications, marketing and media production — skills that extend well beyond internet fame.
Whether graduates ultimately become full-time creators or use those skills inside traditional companies, ASU is making one thing clear: Knowing how to build an audience has become valuable enough to earn its own bachelor’s degree.
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AnnaMarie is a weekend editor for Moneywise.
