For You, by You
Forget the TikTok myths – becoming a social media influencer isn’t as simple as hitting “record”. It’s a dynamic world demanding strategy, passion, and a dash of business acumen. Meet Marta Hughes Bravo, a trailblazer enrolled in Ireland‘s first-ever specialized degree in social media content creation. Part of a dynamic cohort at the South East Technological University (SETU) in Carlow, Marta is mastering the art of navigating platforms like Instagram, TikTok, and YouTube to build a brand and turn online influence into a lucrative career.
The influencer landscape is exploding, attracting a wave of Gen Z talent eager to break into the digital world. Irene McCormick, curriculum lead and a seasoned TV producer, recognizes this burgeoning industry: “The demand is insatiable! Initially, we offered an intensive summer program, attracting 350 applications for just 30 spots. The success was phenomenal, paving the way for a full-fledged degree.” Launched last month, the program welcomes 15 pioneering students, equipping them with the tools and expertise to thrive in this competitive arena.
Marta and her classmates are digital natives, but their ambition is to elevate their online presence from casual posting to professional success. “My friends always tell me I talk a lot!” laughs Harry Odife, a 22-year-old student. “I figured this could be a way to monetize my personality and really learn the ropes.” As Harry rehearses for a future on-camera role in the state-of-the-art TV studio, Miss McCormick emphasizes the value of structured learning. “While you can certainly learn independently, having a comprehensive curriculum covering everything from audience targeting to business development gives you a distinct edge.”
Influencing remains a relatively new term, entering the everyday lexicon only recently. Top names like MrBeast and KSI on YouTube demonstrate the power and profitability of online influence, generating millions through brand collaborations and advertising. The program delves into this lucrative world: “We explore how to monetize your influence on a larger scale,” explains Miss McCormick. “Many students, like Favour Ehuchie, a talented hairstylist, hope to turn their creative passions into prosperous businesses, while others, like Marta, with her love of equestrian sports, are seeing the crucial role social media plays in this niche industry.”
The curriculum covers every aspect of content creation: videography, entrepreneurship, psychology, storytelling, data analysis, and even podcast production. “It’s not just about filming fun videos,” says Marta, “It takes meticulous planning, organization, and editing skills. People often underestimate the time and effort involved – it’s a proper business!” Students hone their on-camera presence, learning to become articulate and confident communicators, skills transferable to any field. Naoise Kelly, another student, acknowledges that superstardom might not be her ultimate goal. “While social media is an opportunity to connect with my audience, the real value lies in honing these communication skills that will benefit me regardless of my future career path.” Miss McCormick emphasizes the boundless career opportunities in this ever-evolving field. “Around 70% of marketing specialists see influencers as the future of marketing,” she says. “Governments are also utilizing influencers to spread messages.” ”
“influencers’ posts may seem lighthearted on the surface, but it’s a serious business. The ability to connect, communicate, and build a loyal following online is a skill that will be increasingly valued in the years to come,” she concludes.
Interview: The Evolving Landscape of Social Media Influence
Interviewer (Time.news Editor): Welcome, everyone, to this exciting edition of our interview series! Today, we have a special guest, Marta Hughes Bravo, who is currently enrolled in Ireland’s ground-breaking degree program in social media content creation at South East Technological University (SETU). Marta, thank you for joining us!
Marta Hughes Bravo: Thank you for having me! I’m excited to share my journey.
Editor: Let’s dive straight in. The world of social media influencing might seem like it’s all about hitting “record,” but your program suggests otherwise. What would you say are the key elements that contribute to becoming a successful influencer today?
Marta: Absolutely! It’s definitely more complex than that. There’s strategy involved, a deep understanding of marketing principles, and a lot of hard work. In my classes, we learn about audience targeting, brand collaboration, and even business development. It’s about building a brand that resonates with your audience while also creating engaging content.
Editor: Interesting! Irene McCormick, the curriculum lead of your program, mentioned that the demand for influencers is insatiable. What do you think drives this demand, especially among Gen Z?
Marta: Gen Z craves authenticity and connection. We grew up in the digital age, so platforms like Instagram, TikTok, and YouTube are second nature to us. We not only consume content but also want to create it. For many, it’s an opportunity to express themselves and connect with like-minded individuals. The fact that influencing can also lead to a lucrative career is an added bonus.
Editor: I think that’s a great point! There’s a misconception that becoming an influencer is quick and easy. Can you tell us a bit about the commitment that goes into this profession?
Marta: Oh, for sure! It’s about consistent effort. We don’t just post randomly; we analyze what works, engage with our audience, and plan our content ahead of time. There’s also the learning curve—you have to be adaptable and keep up with trends, algorithms, and platform changes. The structured learning we get from the program certainly gives us an edge.
Editor: Harry Odife, one of your classmates, mentioned he’s looking to monetize his personality. Can you share how your program supports such ambitions?
Marta: Definitely! The curriculum is designed to cover everything from basic content creation to advanced strategies for monetization. For example, we learn about collaborating with brands for sponsored content and understanding how to create content that appeals to advertisers. Plus, getting hands-on experience in the state-of-the-art TV studio is invaluable.
Editor: That sounds incredible. With influencers like MrBeast and KSI making headlines, it seems there’s a lot to learn from them. How does your program prepare you to navigate this increasingly competitive landscape?
Marta: We study successful influencers and analyze their strategies, which is inspiring. Miss McCormick emphasizes the importance of understanding market dynamics and consumer behavior. By learning how to monetize our influence effectively, we are not just passive content creators but rather strategic business people.
Editor: Marta, it’s inspiring to see you and your classmates pursuing this path with such ambition and clarity. As this field continues to evolve, what do you envision for the future of social media influencers?
Marta: I see it becoming even more integral to marketing and business strategies. As brands recognize the power of influencers, those of us who can blend creativity with strategic thinking will thrive. It’s an exciting time to be in this field!
Editor: Thank you, Marta, for this enlightening conversation. Your insights give us a glimpse into the future of influencing and the hard work behind it. We look forward to seeing what you and your peers accomplish!
Marta: Thank you! I appreciate the opportunity to share.
Editor: And to our viewers, stay tuned for more insights into the dynamic world of social media and its influencers!