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Destiny McGowan, a recent graduate from Nottingham Trent University, has found her degree in content creation to be incredibly valuable despite its unconventional focus. In July, at the age of 21, Destiny completed her studies in a course designed not only to teach the practical skills needed to create videos and posts for popular platforms such as Instagram, TikTok, and YouTube but also to provide knowledge about building audiences, collaborating with brands, and monetising content. She reflects on the course’s blend of social media techniques and business acumen, describing it as a way to gain transferable skills vital to her entrepreneurial ambitions.
Although early in her career, Destiny is already earning income by sharing fashion-related content on her personal channels, creating videos for others, and working as a TikTok live selling host, presenting products directly to viewers. She credits the course for providing access to professional equipment, technology, and valuable industry connections. “The incredible people I’ve met through panels that the university hosted would take someone five to 10 years to get to that place,” she explains. Nottingham Trent’s content creation degree, launched in 2022, emphasizes practical experience, a feature also promoted by similar courses at the University of Brighton in the UK and Arizona State University in the US. However, these programs come with significant costs, with UK universities charging nearly £10,000 per year and Arizona State’s fees reaching approximately £11,000 annually for residents.
The value of such degrees, however, is debated within the content creation community. Knightenator, a UK-based full-time content creator with large followings on Twitch and TikTok, remains skeptical about the necessity of formal education in this field. With experience beginning in 2015 and income primarily derived from brand deals, she argues, “Honestly, from my experience, I don’t think companies would care too much if you had a content creator degree.” She believes that ample free advice exists online for aspiring creators and encourages newcomers to learn by observing others and finding a unique niche without committing to a lengthy degree.
Conversely, content creator Aiesha Beasley from Phoenix, Arizona, supports the concept of formal education in content creation. Having started her career on Tumblr in the early 2010s, she believes that a structured degree would have provided her with clearer guidance, especially on turning content creation from a hobby into a profitable business. Aiesha highlights the importance of a business mindset in this increasingly digital landscape, “Now you have to have a digital presence, whether you are a business owner or an entrepreneur or building a personal brand.” This perspective aligns with the growing economic impact of the content creator industry, which, according to a recent report, generates £2.2 billion for the UK economy alone. Moreover, a 2024 survey from the US reveals that one in three young adults aspires to become influencers.
Jacky Gurr, course leader and senior lecturer at Nottingham Trent University, clarifies that most students enrolled in content creation programs are not necessarily aiming to become influencers. Instead, these courses provide essential professional skills increasingly demanded by businesses and agencies, including planning and producing video content, developing campaigns, understanding audiences, and using data analytics to refine strategies. She stresses, “Those skills absolutely can be taught,” and highlights monetisation and commercial knowledge as key elements of the curriculum. Still, Jacky offers a word of caution for those expecting instant fame: “So much of being a successful influencer is about luck, and we can’t teach luck or personality.”
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