Influencer Marketing Goes to Uni: Why “Becoming an Influencer” is Now a Legit Career Path

If you’d told a university careers adviser 10 years ago that one day students would be enrolling in degree-level courses on how to become an influencer, they probably would’ve laughed. Fast forward to 2025, and it’s not just a reality — it’s a booming industry.

Across the UK, the US and beyond, colleges and universities are now offering dedicated influencer programs, teaching students how to build a personal brand, grow a following, and — most importantly — monetise it. From TikTok trends to affiliate revenue streams, influencer marketing is being taken seriously as a profession.

And while some still raise an eyebrow at the idea of “influencer studies”, the fact is this: the creator economy is here, it’s growing, and it’s becoming professionalised.

So, what’s behind the rise of influencer education? And what does it mean for affiliate marketers, brands, and content creators alike?

The Shift: From side hustle to structured career

The early days of influencer culture were messy, inconsistent, and often accidental. People stumbled into internet fame, and few knew how to turn attention into income.

But things have changed. Influencing is now a structured business — and like any business, it requires planning, strategy, and skills. Courses in this space aren’t just about how to take a good selfie. They cover:

• Content production (photography, editing, scripting)
• Platform algorithms and audience growth
• Legal and ethical guidelines (including ASA compliance)
• Affiliate marketing and brand partnerships
• Analytics, contracts, and income diversification

Some universities even bring in working influencers to guest lecture or mentor students.

It’s no longer just about being famous online. It’s about running a digital business — and that’s something worth teaching.

Why universities are getting involved

There are a few reasons traditional academic institutions are embracing this shift.

First, there’s demand. Students want courses that lead to real-world income and career flexibility. Influencing offers both — especially when paired with strong business and marketing skills.

Second, it’s a way to stay relevant. Universities know they need to appeal to digital-native Gen Z students. Offering courses on content creation, digital storytelling or influencer strategy helps attract younger applicants who are already living online.

And third, it reflects what’s happening in the wider economy. Influencer marketing is projected to be worth over £20 billion globally by 2027. Brands are pouring money into creator partnerships. And a significant chunk of that is performance-based — driven by affiliate links, UGC campaigns, and commission-based promotions.

This is no longer a fringe topic. It’s mainstream.

The affiliate link is the new business card

One of the most interesting aspects of this shift is how affiliate marketing has become a core pillar of influencer strategy — and, increasingly, of influencer education.

In the past, influencer income relied heavily on brand deals. But those can be inconsistent and dependent on follower count. Affiliate marketing changes the game. It rewards micro and nano influencers for driving real results — not just for looking good.

Courses are now teaching students:

• How to join affiliate networks
• How to disclose links correctly (per UK ASA guidelines)
• How to track performance using UTM tags and dashboards
• How to combine content creation with SEO and niche audience building

In short, students aren’t just learning how to go viral. They’re learning how to convert attention into commission.

Should marketers take this seriously?

If you work in affiliate marketing and you’re not already thinking about this new wave of educated creators, you’re missing a trick.

These aren’t influencers who stumbled into success. They’re trained, focused, and often highly analytical. They know how to build community, tell a story, and follow brand briefs — while also being authentic.

For brands, that means a better quality of partnership. Less hand-holding. More measurable ROI.

And for affiliate networks, it means the talent pool is getting bigger and smarter. That’s a win for everyone.

What comes next?

Expect more universities to launch these types of courses, especially in the UK. Some may bundle influencer modules into broader marketing or digital media degrees. Others will launch short-form courses, bootcamps, or diplomas targeted at aspiring creators who don’t want a full degree.

You’ll also see more collaboration between educational institutions and tech platforms. Think TikTok or Instagram co-sponsoring coursework, or affiliate networks offering training certifications for student creators.

We’re entering an era where being an influencer isn’t something you do on the side. It’s a job — and increasingly, a job you can study for.

Final thoughts

There’s always been a gap between what young people want to learn and what institutions are willing to teach. Now that gap is closing. Influencer marketing is no longer just a trend — it’s a career path with structure, strategy and earning potential.

And as affiliate marketing becomes a bigger part of that journey, those of us in the industry need to be ready to support it — not just with links and tracking, but with tools, education and respect.

The creators of tomorrow are already in the classroom. And they’re coming for your clicks.