A career as a social media influencer, once unheard of, is now gaining traction among Gen-Z, and a new course in Ireland is aiming to help aspiring influencers turn their online presence into profitable ventures. South East Technological University (SETU) in Carlow has launched a first-of-its-kind bachelor’s degree in “Content Creation and Social Media,” designed to teach students how to monetize platforms like Instagram, TikTok, and YouTube.
“Influencing is something that’s catching fire,” said course director Irene McCormick, a former television producer, who first noticed the rising interest during a summer crash course called “Digital Hustle.” This program, taught by TikTokers, attracted 350 applicants for just 30 places, leading to the idea of creating a more extensive degree program.
After two years of development, the course officially launched last month with an intake of 15 students. McCormick explained that many of the students are already active in the digital space and are looking to sharpen their skills to boost their careers. “You can try to learn yourself at home,” McCormick said, “but being empowered with practice and theory about how to connect with target demographics online is going to make a big difference.”
The students, like 22-year-old Harry Odife, are keen to tap into the growing field. “My friends tell me I talk a lot so I thought I might as well make money out of it,” Odife shared. The course covers key elements such as personal branding, audience engagement, and content monetization strategies.
The term “influencer” officially entered the dictionary in 2019, referring to individuals who leverage social media fame to promote or endorse brands. Prominent influencers like YouTube’s MrBeast and gaming vlogger KSI have turned this career into a lucrative business, earning substantial amounts through sponsored posts and brand collaborations.
Surveys consistently show that most Gen-Z youths — those born between 1997 and 2012 — would consider a job as a vlogger, YouTuber or professional streamer.
“Of course people want to make money from influencing, so we look particularly at person branding, how to monetise being influential over large online followings,” said McCormick.
Students said they hoped the course would help them leverage their interests and hobbies which range from beauty and fashion to entertainment, social justice, and sport.
“I post a lot of the hairstyles I do on TikTok and Instagram, it would be nice to have the knowledge to grow that into an actual business,” said Favour Ehuchie, an 18-year-old hairdresser.
Another student, keen equestrian Marta Hughes Bravo, said horse stud farms now seek staff who are social media-savvy.
“Companies are all over Instagram, Facebook, and TikTok. One girl who works for a farm has been pulling in brand deals. To know how to do that would be fantastic,” she said.
– ‘Serious business’ –
Degree modules include creative video and storytelling psychology, entrepreneurship, celebrity studies, storytelling psychology, data analytics, and podcasting.
“A lot of people think it’s an easy life being an influencer, just posting 60-second videos on TikTok, but there is way more to it,” said Hughes Bravo.
Creating content involves “editing, planning, organising, and so on, it takes up more time than you might think, people don’t understand that quite yet.”
Practical elements of the course include camera and microphone learning, and work placements.
“Having influencer knowledge like how to be comfortable in front of cameras will help us build our confidence, whatever we end up doing,” said another student Naoise Kelly, adding that becoming the next big thing on social media is not her top priority.
McCormick said employment opportunities for influencer talent are multiplying exponentially, either in front of camera or behind the scenes.
“Yes, influencer posts on social media may sometimes be frivolous, but the actual business is not, it is a very serious business,” she added.
“So many Gen Z young people buy a lot of bling, and that bling is being sold through influencers.
“Around 70 percent of marketers now believe in influencers as the future of marketing, governments are also using them to message people, that’s how we access markets now.”
