Colleges bet on 'influencer' majors; critics ain't happy

College students are increasingly turning to influencer majors in an effort to secure careers in the rapidly growing digital media industry. Arizona State University recently introduced a bachelor's degree in content creation, offering courses in podcasting, studio production, and on-camera presence. However, this new program faces criticism from those questioning the legitimacy of influencer careers and the value of a college degree in launching a social media career.

Content creation programmes are not unique to ASU, with other universities like Syracuse University, Quinnipiac University, and Colorado State University offering minors or certificate programmes in the field. These institutions aim to prepare students for careers in a rapidly evolving industry, but the success of these degrees in landing students lucrative jobs remains uncertain.

Experts warn that becoming an influencer is not as easy as it seems, and the reality of the job often does not match the image portrayed on social media. Influencers spend significant time on media production, audience retention strategies, and business relationships, and the path to success can be challenging and financially uncertain.

While social media creator revenue is projected to reach over $20 billion in the US this year, the majority of this money does not make its way to individual creators' pockets. Critics argue that colleges introducing content creation degrees may be capitalizing on students' aspirations for quick riches and are not necessarily delivering on their promise of a lucrative career.