How one professor’s influencer marketing course is shedding light on the realities of becoming an influencer

“Like and subscribe” may be the modern-day equivalent of a greeting across much of today’s content landscape. In a media environment where anyone with a smartphone can seemingly build an audience, one College of Business course is helping students understand what it truly takes to turn content creation into a career and the business behind it.

When Jacob Hiler, the Fox Associate Professor of Marketing and executive director for the Center for Consumer Research & Analytics (CRA), developed his influencer marketing course in 2023 after receiving the University Professor award and getting to create his own class, the goal wasn’t to teach students how to chase viral moments, rather, it was to unpack a fundamental shift in how content is created, consumed and monetized, and to prepare students to navigate an industry that’s evolving every day. 

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“Everyone starts out wanting to be a content creator,” Hiler explains. “It’s fun, it’s creative, but over time it also becomes a serious business.”

At its core, the class is built around that shift, offering insight into everything it takes to become an “influencer” and sustain that role in a rapidly evolving industry.

For decades, entertainment, specifically Hollywood, followed a traditional model shaped by gatekeepers. Film studios, television networks and production companies determined who became a star and what stories reached audiences. Today, platforms like YouTube, TikTok and podcasting have changed that system, allowing individuals to build audiences around their own interests, personalities and expertise.

The result is a more democratized media landscape, but one that comes with new challenges.

According to Hiler, as influencer marketing spending continues to rise, brands are redirecting dollars away from traditional advertising and into creator partnerships. That investment isn’t just going to top-tier influencers, but also to smaller, niche creators who offer authenticity, something today’s consumers crave.

“Why does someone streaming from their basement draw more viewers than a multi-million-dollar production?” Hiler asks. “There’s a relatability there that people connect with.”

As more money flows into the space, creators face a constant balancing act between monetization and maintaining trust with their audiences. Sponsorships and brand deals have become a primary revenue stream, especially as platform ad payouts have declined even when viewership remains consistent.

Hiler brings that tension into the classroom, encouraging students to think critically about how authenticity can shift as creators grow and monetize their platforms.

The course itself is structured to give students a full view of the industry. It’s divided into three main sections, including the psychology and sociology of influence, the technical side of content creation and the business of building a brand.

In the first section, students explore why audiences gravitate toward certain creators and formats. From the rise of podcasting to the appeal of long-form, conversational content, the class examines how authenticity and niche storytelling drive engagement, and how oversaturation and increased sponsorship can lead to less interest.

From there, students learn the fundamentals of visual storytelling, including filming and editing, gaining practical experience in creating content themselves.

The final section shifts to strategy, focusing on how creators turn content into sustainable careers. Students analyze what brands look for in partnerships, how success is measured and how creators adapt to shifting algorithms and audience expectations.

To bring those ideas directly from creators to the class, Hiler regularly invites guest speakers from across the industry including YouTubers, Twitch streamers and content creators to offer insight on the realities of pursuing this as a career.

“They don’t sugarcoat it,” Hiler says. “I promise my students that while this might look fun, it’s often more work than almost any other job. You’re mastering multiple skill sets at once and have to be on top of the latest trends and news to be able to really profit.”

That honesty is part of what sets the course apart. While some students are interested in becoming influencers themselves, the class is designed for a broader audience and for those who want to understand how to work with creators, build campaigns or apply content strategy in a business setting.

“You’re not going to see immediate growth unless something goes viral,” Hiler says. “But over time, building a library of content, especially timeless content, can bring people back, even years later.”

He contrasts that with the pressure of timely content, where creators must act quickly to capitalize on trends, often sacrificing production quality and personal time in the process.

“Typically to make it viral or to really capitalize on a trend, you need to be the first one posting about it,” Hiler explained. “This could mean canceling plans, dropping everything and immediately being ready to go live or publish content talking about whatever that hot topic gaining attention is at that very moment.”

For students, those insights are often eye-opening.

Divy Bose, a recent graduate who studied Strategic Communications, Advertising and Public Relations with a minor in Marketing, said the course stood out from the start.

“I wanted to take the course because I took a previous marketing course with Dr. Hiler and loved it,” Bose said. “I love how he teaches and makes students really engaged in his class. He always welcomes discussion among his students whether it might be controversial or not. I also wanted to learn more about how influencer marketing has become so prominent and is completely changing the business and corporate landscape today.”

Through hands-on work, Bose said she gained a deeper understanding of what goes into content creation.

“(My biggest takeaway) I would say is that telling a story through social media videos whether that be TikTok or Instagram, etc. is not as easy as it looks. There is a lot of planning, editing and vulnerability that comes with making social media videos and now I have a new perspective on what influencers do,” Bose said.

That new perspective extended beyond the technical side too.

“This class showed that everyone has a different career path, but each career can benefit by showing vulnerability, having good public speaking skills, and being authentic,” Bose added.

Grace Cherryhomes, who graduated with a Bachelor of Specialized Studies combining graphic design, marketing, communications and electronic media, was drawn to the course for a similar reason, but with a focus on understanding both sides of the industry.

“As someone with a strong creative background in design, editing and media, I felt this course would provide valuable insight into an industry that continues to grow and shape modern marketing,” Cherryhomes said.

What she found was a much more complex and demanding field than it often appears online.

“I gained a much deeper respect for the level of work, strategy and consistency required to be successful in the influencer space,” Cherryhomes said. “Social media often presents influencing as glamorous or effortless, but this course highlighted the reality that content creators are often working around the clock, constantly planning, producing, editing, engaging and adapting. It made me recognize influencing as a highly demanding profession that requires creativity, resilience and strong business acumen.”

The course also reshaped how she views influencers themselves.

“Taking this course significantly changed my perspective on influencers. I now see them not simply as online personalities but as entrepreneurs, marketers and brand builders,” Cherryhomes explained.

While she doesn’t necessarily see herself as the face of a brand, Cherryhomes said the class opened her eyes to new career possibilities.

“This class absolutely strengthened my interest in working within this field,” Cherryhomes said. “While I may not currently see myself as the type to be the face of a brand or an influencer, it made me realize how much I would enjoy contributing in areas such as content editing, brand management, creative strategy or influencer marketing for companies and creators.”

She also pointed to Hiler’s teaching style as a key part of better understanding the nuance behind creating content.

“Professor Hiler played a huge role in making this class one of the most valuable experiences of my final semester. His teaching style was dynamic, innovative and highly engaging. He approached the course in a way that felt modern, out-of-the-box and incredibly relevant to today’s professional landscape. He created an environment that encouraged creativity while also providing practical industry insight, which made the course both inspiring and career-shaping,” Cherryhomes said.

For Hiler, that kind of impact is exactly why he wanted to create a course that offers this perspective.

“I hoped when creating this class that it would be of continual value to our students, especially because we didn’t have anything like this, and not many schools do,” he said. “I thought it was important to create a space where we could have broader conversations about the business side of content creation. This space is always changing and understanding how it works and how to navigate it is what gives our students an edge.”