UTSA pioneers digital media influencer degree
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Illustration: Brendan Lynch/Axios
The University of Texas at San Antonio is breaking new ground with the launch of its Digital Media Influencer degree, a program that combines the art of content creation with the science of audience psychology.
Why it matters: The creator market could reach $480 billion by 2027, up from $250 billion currently, according to Goldman Sachs estimates.
- The number of content creators is expected to grow by 10-20% annually over the next five years, making it essential for aspiring influencers to stand out.
The big picture: UTSA's undergraduate degree program is designed to give students an edge by teaching them not only how to create content, but also how to understand and connect with their audience, and build sustainable careers.
- Chad Mahood, an associate communications professor who helped develop the program, tells Axios that the degree differs from traditional marketing programs by focusing on psychographics, geographics, and demographics to help students create content tailored to specific audiences.
- "We're going to focus on telling them to sell themselves, not on what they liked about what they created, but how what they created is effective in the audience that they're trying to reach," Mahood says.
How it works: Students can choose to attend classes online or in person. The program is structured into an eight-week format, allowing students to complete four courses in a row in one year, compared to the two years required in traditional 16-week semesters.
- The core sequence of classes includes foundations of communication, introduction to digital communication, commercial publications, digital audiences, and a capstone course.
- Classes for the first eight-week term are full, but there are openings for the second fall term, which runs Oct. 18-Dec. 13. Spring registration begins in November.
Zoom out: UTSA is among the first universities in the U.S. to offer a degree in influencing.
- Arkansas Tech University introduced a Bachelor of Arts in Digital Content Creation last fall, and South East Technological University in Ireland launched a similar program earlier this year.
What they're saying: San Antonio-based influencer Ceressa McFadden, known to her 16,500 followers as @thevampire, says she learned through trial and error without any formal instruction.
- "Your audience wants to get something for you. And hopefully, the classes talk about the skill of hooks and reeling in your audience and always coming with a purpose," she adds.
What we're watching: How the program helps students stand out from AI-generated content.
- UTSA officials acknowledge that AI can enhance messaging, but they emphasize the importance of creating original, targeted content.