As the content creator economy burgeons, new university degrees are emerging to meet the demand for skilled professionals in this field. Nottingham Trent University introduced a content creation degree in 2022, emphasising the development of skills in making videos, creating content for social media platforms like Instagram, TikTok, and YouTube, and mastering audience engagement and monetisation strategies.
Graduating with Career Preparedness
In July, Destiny McGowan, aged 21, completed her content creation degree at Nottingham Trent. McGowan believes the course offered her crucial business skills and access to professional networks that would otherwise take years to cultivate. Although she hasn’t disclosed her earnings, she asserts that the degree equipped her with tools and contacts she already utilises to make money by creating content and serving as a live selling host on TikTok.
A Growing Educational Trend
Several institutions are now offering similar programmes. The University of Brighton guides students to produce content that stands out, while Arizona State University in the US facilitates skills for crafting content that resonates with audiences. However, these degrees involve substantial financial investment, costing UK students £9,790 annually, compared to Arizona State’s $14,724 (£11,000) per year for local students.
Debating the Value of a Degree
The utility of these degrees prompts mixed opinions among seasoned content creators. “Knightenator,” a UK-based creator with a significant following on platforms like Twitch and TikTok, questions the necessity of such formal education, suggesting that free resources online and self-driven exploration can lead to success without the need for a three-year commitment.
Conversely, Aiesha Beasley from Phoenix supports the idea of structured learning. She argues that an educational pathway could simplify the transition from content creation as a hobby to a profitable venture, especially as digital marketing becomes increasingly crucial.
The Broader Impact of Content Creation
Despite the debate, the content creator industry shows strong economic potential. In the UK, YouTube creators alone added £2.2 billion to the economy last year. In the US, a recent survey found that a third of young adults aspire to influencer status.
Jacky Gurr, leading the content creation course at Nottingham Trent, explains that the programme is designed not just for aspiring influencers but for professionals looking to apply content creation skills across various industries. Skills taught include planning and producing content, analysing performance data, and developing engaging campaigns. Gurr does point out that becoming a successful influencer also requires qualities like luck and personality, which cannot be taught.
Reporting based on coverage first published by bbc.co.uk.