Arizona State University has approved a four-year degree program to train the next generation of professional ‘influencers.’ The major, a pioneer among large U.S. universities, seeks to professionalize a trade that already moves hundreds of billions of dollars.
The creator economy, valued at over $205 billion and on track to reach $500 billion by the end of the decade, has ceased to be a marginal phenomenon and has become a fully-fledged economic sector. And like any respectable sector, it now has its own university degree. Arizona State University (ASU), through its prestigious Walter Cronkite School of Journalism and Mass Communication, has launched a Bachelor of Arts (BA) in Content Creation, a four-year program starting this fall that promises to be the first of its kind at a large U.S. institution.
From the bedroom to the classroom: a comprehensive education
The program is not limited to teaching how to record videos for TikTok. Its goal is to build sustainable digital brands and understand the psychology and business behind the audience. ASU students will study everything from video production and podcasting to audience analytics and monetization. The curriculum includes specific courses such as “How to Become an Influencer,” “The Digital Audience,” and “Interpersonal Influence,” combined with a solid foundation in communication ethics and journalistic research techniques.
The major’s highlight is its final capstone project: students must choose a platform (TikTok, YouTube, or Instagram), implement a growth strategy, and build a real audience from scratch. “They will graduate with demonstrable audience growth, a real platform with authentic content, and real followers,” said Jessica Pucci, associate dean of the Cronkite School.
The creator ‘middle class’ justifies the bet
ASU’s decision responds to an economic reality. Far from the obsession with mega-influencers, the current market rewards niche creators with loyal audiences. According to 2026 data, micro-influencers (with fewer than 100,000 followers) triple the engagement rate of macro-influencers, leading brands to hire dozens of them instead of a single superstar.
This professionalization has given rise to a “middle class of creators” that can achieve five-figure annual incomes. One example is Abi Platock, who with just 25,000 followers signed $25,000 in brand deals this year and expects to earn $50,000. For many young people, leaving the office job to dedicate themselves to content creation is no longer a fantasy, but a plausible career. According to a survey, nearly 60% of Gen Z say they would become an influencer if given the chance. ASU’s degree therefore arrives at the perfect moment to channel that aspiration with academic rigor.
Pioneers in the ‘edu-conomy’ of creators
Although universities like Syracuse (with its Creator Economy Center) and India’s MICA have developed courses and minors in this field, ASU was a pioneer in this terrain. In 2020, the institution partnered with famous YouTubers Hank and John Green to launch Study Hall, a program that allowed students to earn college credits by watching educational videos on YouTube. That project laid the groundwork for the current bachelor’s degree, making ASU the first major U.S. university to offer a full degree in content creation.
The students enrolling this fall will be the first “guinea pigs” of this major, which promises to train the next generation of digital entrepreneurs, from podcasters and videographers to brand strategists and talent managers. As ASU’s own website states: “Do you dream of monetizing your video channel or making social media your career? Learn to create powerful content in video, podcasts, social media, and emerging platforms while building your brand.” The creator economy now has its own university degree.
ForAllTechNews
Image credit: ASU website screenshot