ASU Launches Bachelor's Degree in Content Creation, Sparking Debate Over Future of Influencer Careers

Enjoy watching TikTok videos and wonder if you could make a career creating content? Arizona State University (ASU) is now offering a bachelor's degree in content creation for students who want to build careers as digital creators.

The new Bachelor of Arts program will teach students how to create content across video, podcasts and social media platforms through hands-on experience.

Students can also pursue a master's degree in the field, and all applicants must meet the university's admission requirements.

The program includes opportunities at the Los Angeles Content Studio, brand-sponsored projects, media internships and content creation trips abroad.

According to ASU, graduates will be prepared for careers in brand storytelling, content production, digital influencing, digital marketing, podcasting, social media, videography and photography.

Anna Elizabeth, an Arizona-based influencer and medical assistant, told Arizona Family that she believes the degree could have made a difference in her career.

"There's editing, there's marketing strategies. There's, 'How do I get PR? How do I get brands to notice me?'" Elizabeth told Arizona Family. "It's a little bit difficult to understand that portion if you haven't done it for a long time."

Jessica Pucci, senior associate dean at ASU's Walter Cronkite School of Journalism and Mass Communication, told Arizona Family the major is about much more than making videos.

She said students will learn how to measure content performance across multiple platforms. As part of a capstone project, students will choose a social media platform, develop a growth strategy, create content and build an audience throughout the semester.

"They will have demonstrable audience growth. They will have a platform of their choice with real content and real followers and a real audience behind them," Pucci told Arizona Family.

Not everyone is convinced the degree is worthwhile.

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The New York Post wrote an article that questioned whether the new major is more of a publicity stunt than a practical academic program.

While the article included comments from supporters of the degree, it also highlighted skepticism over whether a four-year college education is necessary for a career in content creation.

The New York Post cited one Instagram user who wrote, "No offense, but I learned how to do it in my bedroom at 14. YouTube is also free. People should spend money on tuition for something a bit harder to learn."

As social media continues to grow as an industry, the program raises broader questions about the future of higher education. Will more universities begin offering degrees focused on content creation, or is influencing a skill better learned outside the