In Carlow, Ireland, a new academic path is opening doors for aspiring influencers, with South East Technological University (SETU) offering a groundbreaking bachelor’s degree in “Content Creation and Social Media.” This four-year program aims to teach students how to turn their online presence on platforms like Instagram, TikTok, and YouTube into viable revenue streams, addressing the growing interest among Gen Z in becoming social media personalities.
The degree is led by Irene McCormick, a former television producer who noticed the rising demand for influencer education. It all began with a summer course called “Digital Hustle,” which brought together industry professionals and attracted 350 applicants for only 30 spots. Seeing the high interest, McCormick expanded the program into a full-fledged degree, which welcomed its first 15 students in September 2024.
Students at SETU aren’t just learning to post selfies or record videos—they are diving deep into what makes content impactful and how to target demographics effectively. The curriculum includes modules on creative video production, storytelling psychology, data analytics, entrepreneurship, and even celebrity studies. Practical skills such as camera and microphone use, along with work placements, prepare students for the multifaceted world of content creation.
Many students in the program already have a background in digital content. For example, 18-year-old hairdresser Favour Ehuchie hopes to grow her TikTok and Instagram following by learning how to monetize her hairstyle posts, while equestrian Marta Hughes Bravo sees the course as a way to enhance her career prospects in the equine industry, where social media skills are in demand.
The appeal of the program reflects a broader cultural shift: surveys show many Gen Z youths would consider careers as vloggers, YouTubers, or streamers. Influencers like MrBeast and KSI have popularized the field, turning their massive online followings into lucrative careers through sponsored posts, brand partnerships, and advertisements.
However, McCormick emphasizes that being an influencer is more than just posting videos. “There’s a misconception that it’s easy, but it involves editing, planning, and a lot of behind-the-scenes work,” she explains. The course not only builds skills for social media but also boosts confidence and offers career versatility.
As influencer marketing becomes a mainstream strategy for businesses and even governments, programs like SETU’s are setting the stage for the next generation of digital entrepreneurs.
