British and American universities offer university specializations in “content creation” in preparation for a growing market

Content creation is no longer a skill that young people learn from their phone and social media accounts, or through trial and error. In British and American universities, students are now able to study content creation as a university major, and graduate with a certificate that qualifies them to work in a field that is occupying an increasing space in the world of media, marketing, and business.

Among them is Destiny McGowan, 21 years old, who graduated last July from Nottingham Trent University in Britain, after studying for three years in the field of content creation.

According to the British Broadcasting Corporation (BBC), the idea seems new to many, especially since the content industry has long been associated with amateurs who film their clips from their bedrooms and publish them on TikTok, Instagram, and YouTube. But new university programs treat this field as a profession that requires skills beyond the ability to shoot an attractive video.

During her studies, McGowan learned how to produce content, build an audience base, deal with brands, understand audiences and analyze follower engagement, as well as different ways to turn content into a source of income.

She says that her choice of specialization was linked to her desire to become an entrepreneur, explaining that what attracted her was acquiring “applicable skills in different fields,” combining social media and commercial aspects.

McGowan has already begun to utilize those skills; She produces her own content in the field of fashion, makes videos for others, and has also worked as a presenter for live broadcasts on TikTok, where she displays products to the public.

The idea is not limited to one university. Nottingham Trent launched its program in content creation in 2022, while the University of Brighton offers a similar program, and there are specializations close to that in American universities, including Arizona State University.

Universities say that the goal is not only to graduate a new generation of influencers, but also to prepare people with skills that have become in demand in companies, marketing agencies, and freelance work. The study includes video production, campaign development, understanding the audience, analyzing performance data, and then adjusting strategies based on the results.

But studying content creation also has its price. Current fees for British students at Nottingham Trent and Brighton amount to 9,790 pounds sterling annually, or about 30,000 pounds over three years.

The market itself seems to be pushing universities in this direction. Content makers on YouTube, according to last year’s data, contribute about 2.2 billion pounds to the British economy, while an American survey in 2024 showed that one in three people between 18 and 30 years old want to become influencers on social media.

However, studying content creation does not mean that success is guaranteed once you obtain a degree. Jackie Gore, head of the content creation program at Nottingham Trent, says success as an influencer partly depends on factors that cannot be taught in a lecture hall.

She sums it up with a simple phrase: “A very large part of success as an influencer depends on luck, and we cannot teach luck or character.”