On the state-of-the-art campus, students chatted, took selfies and scrolled their social media feeds on smartphones during a break between classes.
“My friends tell me I talk a lot so I thought I might as well make money out of it and try this course,” Harry Odife, 22, told AFP in the campus TV studio during a roleplay exercise.
Most of the students are already immersed in the digital space or working in it and want to expand their toolset and knowledge, McCormick said.
“You can try to learn yourself at home but being empowered with practice and theory about how to connect with target demographics online is going to make a big difference to your career,” she added.
PERSON BRANDING
The term “influencer” was officially added to the dictionary in 2019, and refers to a person well-known through the use of social media who uses their celebrity to endorse, promot or generate interest in products and brands, often for payment.
Now the most prominent such as YouTube challenge stunt creator Mr Beast and gaming vlogger KSI tap vast online audiences, earning huge sums per sponsored post or via brand sponsorships and advertisements.
Surveys consistently show that most Gen-Z youths – those born between 1997 and 2012 – would consider a job as a vlogger, YouTuber or professional streamer.
“Of course, people want to make money from influencing, so we look particularly at person branding, how to monetise being influential over large online followings,” said McCormick.
Students said they hoped the course would help them leverage their interests and hobbies which range from beauty and fashion to entertainment, social justice and sport.
“I post a lot of the hairstyles I do on TikTok and Instagram, it would be nice to have the knowledge to grow that into an actual business,” said Favour Ehuchie, an 18-year-old hairdresser.
Another student, keen equestrian Marta Hughes Bravo, said horse stud farms now seek staff who are social media-savvy.
“Companies are all over Instagram, Facebook, and TikTok. One girl who works for a farm has been pulling in brand deals. To know how to do that would be fantastic,” she said.
