The University of Texas at San Antonio (UTSA) has launched a bachelor’s degree program in digital media influence, catering to the growing demand for skilled professionals in the influencer marketing industry.

The new program, designed for aspiring content creators, focuses on the psychology of media and teaches persuasion techniques to move audiences to action. 

Students will work closely with faculty to curate projects and coursework tailored to their chosen audience, offering a customized learning experience.

“Program graduates will become effective media influencers with a comprehensive portfolio and skills in social media, web design, video production, imagery, and content writing, preparing them for success in their business ventures or a competitive job market,” UTSA stated on the program application page.

UTSA’s initiative comes as the influencer marketing sector experiences growth. 

Brands are increasingly turning to social media personalities to reach and engage target audiences. Platforms like Instagram, TikTok, and YouTube have created countless opportunities for individuals to build large, engaged followings.

The degree program aims to provide a structured curriculum and hands-on experience for those seeking to develop skills in content creation, audience engagement, brand partnerships, and social media analytics. 

These competencies are increasingly valued in the creator economy job market as employers recognize the potential of influencers to boost brand awareness, drive sales, and build customer loyalty.

“Becoming an influencer is largely based on selling your brand,” Chad Mahood, an associate communication professor who developed the program, said in a statement.

 “But it’s about more than a good video or website. It’s about understanding, analyzing, and connecting with an audience,” Mahood added.

Now valued at around $250 billion, the industry could reach $480 billion by 2027, according to an estimate by financial firm Goldman Sachs. 

However, only 4% of global creators are professionals, earning over $100k a year.