In a move that straddles the line between academia and the frenetic world of social media, the University of Texas at San Antonio is now piloting a path for internet fame through academia, with a new bachelor's degree in digital media influencing. Starting this fall, those with eyes on becoming viral sensations and marketing mavens have the option to formally educate themselves in the craft and business of online influence, as reported by the Houston Chronicle.
Chad Manhood, an associate communication professor and driving force behind the program, emphasized the importance of intentional content creation. "We’re trying to convince our students that if you want to be a social media influencer, you have to demonstrate intentionality in everything you do," Manhood told the Houston Chronicle. Seeking to cultivate a depth of expertise, the degree tackles marketing to consumers and understanding audience behavior, skills that extend beyond the customary self-taught route of content publishing.
What sets this degree apart, according to Manhood, is its focus on the scientific approach to content efficacy, involving controlled experiments to test audience engagement and product endorsement success, as well as the development of robust portfolios through continuous content creation projects. Adding real-world perspective, Kate McDaniel, CEO of Kreative Media, said in an interview with the Houston Chronicle that reaching a certain threshold of success online necessitates professional skills to effectively market oneself.
The burgeoning content creation industry, currently valued at a staggering $250 billion with projections to nearly double by 2027, according to Goldman Sachs, underpins the relevance of such a degree. Manhood sees this as a golden opportunity for job seekers in a market driven by social media consumption, noting that we live in an age where scrolling through a phone is often how people discover new things, as detailed in his statement to the Houston Chronicle.
Moreover, UT San Antonio's forward-thinking approach to education in content creation is not limited to those who aim to be standalone influencers. Manhood suggests alternative pathways such as joining content teams or fostering a personal brand while engaging in industry employment. The new program offers flexibility through both in-person and online modes, addressing needs of various student demographics, even accommodating those returning to school, as reported in the South China Morning Post.
