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Ireland’s University introduces degree for influencers for the first time

Becoming an influencer—a job that didn’t exist until recently—has quickly become a popular career path among Gen-Z in the age of social media.

For the first time, an Irish university offers a unique course to teach aspiring influencers how to turn their online presence on platforms like Instagram, TikTok, and YouTube into profitable ventures.

“Influencing is really taking off,” said Irene McCormick, the course director at South East Technological University (SETU) in Carlow, about an hour southwest of Dublin. The course idea emerged from a summer crash course called “Digital Hustle,” launched by McCormick and taught by TikTok influencers, which drew 350 applicants for just 30 spots.

“It gained incredible traction, and we saw the demand for something more extensive, so we expanded it to a degree level,” explained McCormick, a former television producer and director.

After two years of development, the four-year bachelor’s degree in “Content Creation and Social Media” received accreditation and enrolled its first class of 15 students last month. On campus, students can be seen chatting, taking selfies, and scrolling through their social media feeds between classes.

“My friends say I talk a lot, so I figured I might as well make money out of it and give this course a shot,” 22-year-old Harry Odife told AFP during a role-playing exercise in the campus TV studio.

Many of the students are already active in the digital space and are eager to deepen their skillset, McCormick noted. “You can try to learn on your own, but gaining practical and theoretical knowledge about how to connect with target audiences online will make a big difference in your career,” she added.

The term “influencer” officially entered the dictionary in 2019, defined as someone who gains recognition through social media and uses their platform to promote products, brands, or services, often for financial compensation.

Today, prominent influencers like YouTube challenge creator MrBeast and gaming vlogger KSI have built vast online followings, earning substantial income from sponsored posts, brand deals, and advertisements.

Surveys consistently show that many Gen-Z youth—born between 1997 and 2012—aspire to become vloggers, YouTubers, or professional streamers.

“Of course, people want to make money from influencing,” McCormick said. “We focus specifically on personal branding and how to monetize a large online following.”

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I am an experienced writer, analyst, and author. My exposure in English journalism spans more than 28 years. In the past, I have been working with daily The Muslim (Lahore Bureau), daily Business Recorder (Lahore/Islamabad Bureaus), Daily Times, Islamabad, daily The Nation (Lahore and Karachi). With daily The Nation, I have served as Resident Editor, Karachi. Since 2009, I have been working as a Freelance Writer/Editor for American organizations.

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