Rising interest in university-level content creation degrees has been seen in both the UK and US as higher education adapts to the booming world of social media-based entrepreneurship. Still, doubts remain about whether these courses are valuable or even necessary, particularly when countless online resources can be accessed for free.
Addressing the Influencer Market with Formal Education
When Nottingham Trent University rolled out its content creation degree in 2022, the programme promised “hands-on experience” for those wanting to master video and digital content for platforms like Instagram, YouTube, and TikTok. Destiny McGowan, 21, recently finished the course in July and has already begun earning from her content.
Destiny generates fashion-focused content for her own social channels, produces video work for clients, and recently took on a role as a livestream sales host on TikTok. She says the access to the latest technology, university equipment, and industry networking events was instrumental. She explained, “The incredible people I’ve met through panels that the university hosted would take someone five to ten years to get to that place,” pointing to networking as a major course benefit.
The degree goes beyond teaching content production techniques, covering audience growth, brand collaborations, and how to earn from digital work. As an entrepreneurial-minded student, Destiny found the blend of social media and business elements especially valuable for building adaptable skills.
Universities Grow Their Course Selections—and Tuition
Elsewhere, universities are responding to demand. The University of Brighton now teaches students how to produce “content that cuts through the noise,” and Arizona State University promotes its programme as a way to “turn your creativity into content that connects with audiences.”
Costs can be substantial: UK students currently pay £9,790 each year for a three-year degree at Nottingham Trent or Brighton, while Arizona State University’s annual tuition for in-state students is $14,724 (£11,000).
The emergence of these degrees mirrors the rapid growth of the creator economy. According to a recent report, YouTube creators add £2.2 billion to the UK economy. In America, the appeal is strong, with a 2024 survey showing one in three 18-to-30-year-olds want to become influencers.
Creators Divided on Formal Education’s Worth
Yet, established digital creators have diverse perspectives on enrolling in such degrees. Knightenator, a UK-based creator aged 31 who has amassed 65,000 Twitch followers and more than 100,000 TikTok followers since 2015, says she would have declined a course like this. Her main income is from brand partnerships, and she’s confident brands don’t prioritize educational background in creator hiring. “Honestly, from my experience, I don’t think companies would care too much if you had a content creator degree,” she said, pointing to the widespread availability of free tutorials online.
For Knightenator, aspiring content creators would be better served by self-teaching and trying different formats instead of committing to a degree. “If you have the drive to want to become a content creator, the tips are out there, and you don’t need to commit to a three-year degree.”
On the other hand, Aiesha Beasley, 36, a creator based in Phoenix, sees advantages to having these qualifications. Starting in the early 2010s with food, lifestyle, and fashion blogging, she wishes academic options like this were available when she began. Aiesha maintains these degrees offer a “clearer pathway” from hobbyist to paid professional, especially since they teach commercialization. She emphasizes learning “how to transition this from a hobby into something that makes me money,” and considers these degrees an acknowledgment of how crucial digital presence is today for both individuals and businesses.
University Insight: Not Just About Influencing
From the academic side, Jacky Gurr, senior lecturer and content creation course leader at Nottingham Trent, explains that most students are not solely pursuing careers as influencers. “For us, content creation is a professional skill that organisations increasingly need,” she says, referencing roles within agencies, in-house teams, and as freelancers.
Students in the course explore everything from planning and filming videos to designing campaigns, analyzing audiences, and adapting output based on feedback and metrics. Business subjects, such as monetization, are also core to the curriculum.
Despite this, Gurr warns there are no guarantees: “So much of being a successful influencer is about luck, and we can’t teach luck or personality.”
The arrival of hefty tuition fees and fluctuating prospects in content creation means debate continues: some champion formal training, while others favor going it alone—proving there are many ways to find success in the creator economy.