A striking number of young people eagerly wait for themselves to become social media influencers - the profession that is gaining popularity among young web users, interested in gaining fame using Internet giants like Instagram, TikTok, or YouTube.

With opportunities to build an audience and earn money on the internet, no wonder that many Gen-Z youth eagerly glance at this profession as a career.

New degree programme to teach aspiring influencers

To help those seeking a path into the industry, South East Technological University (SETU)  in Carlow has launched Ireland's first bachelor's degree in "content creation and social media." The program will take four years and equip those students with the knowledge necessary to make their online lives sustainable careers. Program director Irene McCormick said that the degree was born out of a crash course in digital hustling they held last summer which attracted 350 applicants.

"Influencing is something that's catching fire," McCormick said.

The course, officially launched this year, welcomed its first class of 15 students last month. As McCormick noted, job opportunities for influencers are rapidly expanding, both in front of and behind the camera. The degree aims to equip students with tools for competition within this competitive space.

The business behind social media fame

While the content from an influencer might look somewhat lighthearted, McCormick said that the business side of influencing is far from trivial. “It is a very serious business," she noted. The course curriculum covers both practical and theoretical aspects of the industry, including modules on creative video production, data analytics, storytelling psychology, entrepreneurship, and even podcasting.

With roughly 70% of marketers now recognizing influencers as a major component of future marketing strategies and governments sending messages through them, McCormick believes mastering the art of engaging audiences can position students for success in the industry.

Influencers: Is it more than just social media?

Influencers, a term officially added to the dictionary in 2019, are individuals who leverage their social media presence to promote or endorse products, often for financial gain. High-profile influencers like Mr. Beast and KSI have amassed millions of followers, earning substantial incomes from brand deals and advertisements. With the rise of digital marketing, SETU’s new degree offers a promising career path for those looking to make their mark in the evolving world of social media.