{"id":72155,"date":"2024-03-21T01:44:17","date_gmt":"2024-03-21T05:44:17","guid":{"rendered":"https:\/\/world.edu\/?p=72155"},"modified":"2024-03-21T01:44:17","modified_gmt":"2024-03-21T05:44:17","slug":"can-you-learn-to-be-an-influencer-at-university","status":"publish","type":"post","link":"https:\/\/world.edu\/can-you-learn-to-be-an-influencer-at-university\/","title":{"rendered":"Can you learn to be an ‘influencer’ at university?"},"content":{"rendered":"

\"\"<\/span><\/p>\n

In\u00e9s Hernand was one of the presenters of the program that RTVE Play (the internet streaming service of Spanish public radio and television) dedicated to the last Goya gala (Spanish Film Academy awards).\u00a0His performance was the subject of debate, since Hernand is not a journalist, but rather\u00a0<\/span>an influencer<\/span><\/em>\u00a0on social networks, and therefore was unaware, as recognized by the\u00a0<\/span>RTVE News Council<\/span><\/a>\u00a0itself , of the standards of quality and neutrality that are included in the book of Corporation style.<\/span><\/p>\n

Although the ability of these content creators to act as journalists is debatable, it is not so debatable to act as publicists.\u00a0Precisely, influencer\u00a0<\/span>marketing<\/span><\/em>\u00a0has become a key strategy for the advertising sector.\u00a0In 2023, the investment in advertising in\u00a0<\/span>influencers<\/span><\/em>\u00a0has been\u00a0<\/span>79.1 million euros<\/span><\/a>\u00a0, which represents a growth of 23.9% compared to the previous year.<\/span><\/p>\n

That leads us to ask ourselves: is being an\u00a0<\/span>influencer<\/span><\/em>\u00a0a profession?\u00a0What is necessary to learn?\u00a0Do\u00a0<\/span>influencers<\/span><\/em>\u00a0have training?\u00a0Are universities prepared to train this group?<\/span><\/p>\n

Through a questionnaire applied to\u00a0<\/span>290 micro- <\/span>influencers<\/span><\/em><\/a>\u00a0(those who have between 1,000 and 100,000 followers) about their needs and aspirations in education, we have found that, although some have university training, they have not prepared themselves for the specific tasks of digital creation.\u00a0In fact, many have expressed a strong desire to improve their professionalism through university and it is the Degrees in Marketing or Advertising that they consider most appropriate for this.\u00a0The main obstacle they encounter in doing so is economic and lack of time.<\/span><\/p>\n

But can you learn to be an ‘influencer’ at university?<\/strong><\/h4>\n

Universities face the challenge of contributing to the professionalization of this new figure within the advertising industry, a training role that until now has been fulfilled primarily by the sector itself through courses from associations, agencies or media, among others.\u00a0An example is the aforementioned research in which almost 40% of those interviewed have expressed their need to know how an advertising agency works and 52% to find out about the work of a brand’s communication department.<\/span><\/p>\n

Influencers\u00a0work for brands, thus connecting advertisers and consumers\u00a0<\/span>.\u00a0<\/span><\/em>To do this, they need to know the fundamentals of\u00a0<\/span>marketing<\/span><\/em>\u00a0and be familiar with concepts that are part of the day-to-day advertising activity:\u00a0<\/span>target<\/span><\/em>\u00a0,\u00a0<\/span>briefing<\/span><\/em>\u00a0, communication objectives, advertising formats,\u00a0<\/span>consumer insight<\/span><\/em>\u00a0, etc.<\/span><\/p>\n

They need to understand the client’s strategy to be able to communicate it appropriately through content creation.\u00a0Contents that, on the other hand, must comply with the ethical and deontological standards of the sector, as well as the social network in which they operate.<\/span><\/p>\n

Digital prescribers also need to know the characteristics of each social network as well as tools that allow them to create, edit, publish and evaluate their publications.<\/span><\/p>\n

On the other hand, in addition to training in advertising, other skills that are learned at the University are required, such as communication skills -both oral and written-, teamwork -in this case with the client- or creativity.<\/span><\/p>\n

Classic subjects and new subjects<\/strong><\/h4>\n

The work of\u00a0<\/span>influence marketing<\/span><\/em>\u00a0is known to students of the Degree in Advertising through classic subjects such as Advertising Writing, The Advertising Agency,\u00a0<\/span>Branding<\/span><\/em>\u00a0or Advertising Photography.\u00a0But also through digital subjects such as Digital Marketing;\u00a0Management of virtual communities or transmedia narratives and\u00a0<\/span>storytelling<\/span><\/em>\u00a0.<\/span><\/p>\n

However, the main efforts made in the Advertising and Public Relations\u00a0<\/span>curricula<\/span><\/a>\u00a0in Spain have had to do with training students in digital skills such as SEO (Search Engine Optimization) or\u00a0<\/span>community manager<\/span><\/em>\u00a0.<\/span><\/p>\n

The Irish university South East Technological University (SETU) has been a pioneer in launching the\u00a0<\/span>Degree in Content Creation and Social Media<\/span><\/a>\u00a0, a career to become a professional\u00a0<\/span>influencer<\/span><\/em>\u00a0and where we find the aforementioned subjects of the Degree in Advertising.<\/span><\/p>\n

In this sense, only for universities that have updated their study plans to the demands of the sector and incorporate the aforementioned subjects, being an\u00a0<\/span>influencer<\/span><\/em>\u00a0is another job opportunity and, therefore, they can face the need to train this professional. .<\/span><\/p>\n

Professional ethics<\/strong><\/h4>\n

Finally, training is key to the professionalization of this sector.\u00a0It should be noted that\u00a0<\/span>influencers<\/span><\/em>\u00a0have the ability to connect with thousands or millions of people.\u00a0Therefore, it is important to do it responsibly, especially in the case of minors, who especially follow the content created by these digital prescribers and who represent one of the most vulnerable audiences.<\/span><\/p>\n

Author Bios:<\/strong> Erika Fernandez Gomez is Professor of Advertising and Academic Coordinator of the Degree in Advertising and Beatriz Feijoo is Professor of Advertising at the Faculty of Business and Communication both at UNIR – International University of La Rioja<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

In\u00e9s Hernand was one of the presenters of the program that RTVE Play (the internet streaming service of Spanish public radio and television) dedicated to the last Goya gala (Spanish Film Academy awards).\u00a0His performance was the subject of debate, since Hernand is not a journalist, but rather\u00a0an influencer\u00a0on social networks, and therefore was unaware, as […]\n… learn more→<\/a><\/p>","protected":false},"author":33,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[29],"tags":[429948],"coauthors":[11733],"class_list":["post-72155","post","type-post","status-publish","format-standard","hentry","category-higher-education","tag-influencers"],"acf":[],"yoast_head":"\nCan you learn to be an 'influencer' at university? - World leading higher education information and services<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/world.edu\/can-you-learn-to-be-an-influencer-at-university\/\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:locale\" content=\"en_US\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:type\" content=\"article\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:title\" content=\"Can you learn to be an 'influencer' at university? - World leading higher education information and services\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:description\" content=\"In\u00e9s Hernand was one of the presenters of the program that RTVE Play (the internet streaming service of Spanish public radio and television) dedicated to the last Goya gala (Spanish Film Academy awards).\u00a0His performance was the subject of debate, since Hernand is not a journalist, but rather\u00a0an influencer\u00a0on social networks, and therefore was unaware, as […]\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:url\" content=\"https:\/\/world.edu\/can-you-learn-to-be-an-influencer-at-university\/\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:site_name\" content=\"World leading higher education information and services\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"article:published_time\" content=\"2024-03-21T05:44:17+00:00\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:image\" content=\"https:\/\/world.edu\/wp-content\/uploads\/2024\/03\/Top-Education-Influencers.jpeg\" class=\"yoast-seo-meta-tag\" \/>\n<meta name=\"author\" content=\"Kevin\" class=\"yoast-seo-meta-tag\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" class=\"yoast-seo-meta-tag\" \/>\n\t<meta name=\"twitter:data1\" content=\"Kevin\" class=\"yoast-seo-meta-tag\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" class=\"yoast-seo-meta-tag\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" class=\"yoast-seo-meta-tag\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/world.edu\\\/can-you-learn-to-be-an-influencer-at-university\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/world.edu\\\/can-you-learn-to-be-an-influencer-at-university\\\/\"},\"author\":{\"name\":\"Kevin\",\"@id\":\"https:\\\/\\\/world.edu\\\/#\\\/schema\\\/person\\\/42c1c1d5ff7ffbdf0bd50ed94c6ae6ee\"},\"headline\":\"Can you learn to be an ‘influencer’ at university?\",\"datePublished\":\"2024-03-21T05:44:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/world.edu\\\/can-you-learn-to-be-an-influencer-at-university\\\/\"},\"wordCount\":762,\"image\":{\"@id\":\"https:\\\/\\\/world.edu\\\/can-you-learn-to-be-an-influencer-at-university\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/world.edu\\\/wp-content\\\/uploads\\\/2024\\\/03\\\/Top-Education-Influencers.jpeg\",\"keywords\":[\"influencers\"],\"articleSection\":[\"Higher Education\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/world.edu\\\/can-you-learn-to-be-an-influencer-at-university\\\/\",\"url\":\"https:\\\/\\\/world.edu\\\/can-you-learn-to-be-an-influencer-at-university\\\/\",\"name\":\"Can you learn to be an 'influencer' at university? - World leading higher education information and services\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/world.edu\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/world.edu\\\/can-you-learn-to-be-an-influencer-at-university\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/world.edu\\\/can-you-learn-to-be-an-influencer-at-university\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/world.edu\\\/wp-content\\\/uploads\\\/2024\\\/03\\\/Top-Education-Influencers.jpeg\",\"datePublished\":\"2024-03-21T05:44:17+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/world.edu\\\/#\\\/schema\\\/person\\\/42c1c1d5ff7ffbdf0bd50ed94c6ae6ee\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/world.edu\\\/can-you-learn-to-be-an-influencer-at-university\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/world.edu\\\/can-you-learn-to-be-an-influencer-at-university\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/world.edu\\\/can-you-learn-to-be-an-influencer-at-university\\\/#primaryimage\",\"url\":\"https:\\\/\\\/world.edu\\\/wp-content\\\/uploads\\\/2024\\\/03\\\/Top-Education-Influencers.jpeg\",\"contentUrl\":\"https:\\\/\\\/world.edu\\\/wp-content\\\/uploads\\\/2024\\\/03\\\/Top-Education-Influencers.jpeg\",\"width\":680,\"height\":383},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/world.edu\\\/can-you-learn-to-be-an-influencer-at-university\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/world.edu\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Can you learn to be an ‘influencer’ at university?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/world.edu\\\/#website\",\"url\":\"https:\\\/\\\/world.edu\\\/\",\"name\":\"World leading higher education information and services\",\"description\":\"Global Higher Education Jobs, University jobs, Lecturer & tenure jobs.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/world.edu\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/world.edu\\\/#\\\/schema\\\/person\\\/42c1c1d5ff7ffbdf0bd50ed94c6ae6ee\",\"name\":\"Kevin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/1e8d491a5f9b9bf3db67c9e46abbba7bb06b26b458bd5025c55e0a4b9b60ea8a?s=96&d=mm&r=g8ba4c352a279c450aa9435d770c1ebf4\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/1e8d491a5f9b9bf3db67c9e46abbba7bb06b26b458bd5025c55e0a4b9b60ea8a?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/1e8d491a5f9b9bf3db67c9e46abbba7bb06b26b458bd5025c55e0a4b9b60ea8a?s=96&d=mm&r=g\",\"caption\":\"Kevin\"},\"description\":\"Kevin is founder of the world.edu project. The past 28 years have been involved in publishing to the education sector in print and the internet. Kevin has a degree in Education and has a many years experience in developing companies and projects.\",\"sameAs\":[\"https:\\\/\\\/world.edu\"],\"url\":\"https:\\\/\\\/world.edu\\\/author\\\/kevin\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Can you learn to be an 'influencer' at university? - World leading higher education information and services","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/world.edu\/can-you-learn-to-be-an-influencer-at-university\/","og_locale":"en_US","og_type":"article","og_title":"Can you learn to be an 'influencer' at university? - World leading higher education information and services","og_description":"In\u00e9s Hernand was one of the presenters of the program that RTVE Play (the internet streaming service of Spanish public radio and television) dedicated to the last Goya gala (Spanish Film Academy awards).\u00a0His performance was the subject of debate, since Hernand is not a journalist, but rather\u00a0an influencer\u00a0on social networks, and therefore was unaware, as […]","og_url":"https:\/\/world.edu\/can-you-learn-to-be-an-influencer-at-university\/","og_site_name":"World leading higher education information and services","article_published_time":"2024-03-21T05:44:17+00:00","og_image":[{"url":"https:\/\/world.edu\/wp-content\/uploads\/2024\/03\/Top-Education-Influencers.jpeg","type":"","width":"","height":""}],"author":"Kevin","twitter_misc":{"Written by":"Kevin","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/world.edu\/can-you-learn-to-be-an-influencer-at-university\/#article","isPartOf":{"@id":"https:\/\/world.edu\/can-you-learn-to-be-an-influencer-at-university\/"},"author":{"name":"Kevin","@id":"https:\/\/world.edu\/#\/schema\/person\/42c1c1d5ff7ffbdf0bd50ed94c6ae6ee"},"headline":"Can you learn to be an ‘influencer’ at university?","datePublished":"2024-03-21T05:44:17+00:00","mainEntityOfPage":{"@id":"https:\/\/world.edu\/can-you-learn-to-be-an-influencer-at-university\/"},"wordCount":762,"image":{"@id":"https:\/\/world.edu\/can-you-learn-to-be-an-influencer-at-university\/#primaryimage"},"thumbnailUrl":"https:\/\/world.edu\/wp-content\/uploads\/2024\/03\/Top-Education-Influencers.jpeg","keywords":["influencers"],"articleSection":["Higher Education"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/world.edu\/can-you-learn-to-be-an-influencer-at-university\/","url":"https:\/\/world.edu\/can-you-learn-to-be-an-influencer-at-university\/","name":"Can you learn to be an 'influencer' at university? - World leading higher education information and services","isPartOf":{"@id":"https:\/\/world.edu\/#website"},"primaryImageOfPage":{"@id":"https:\/\/world.edu\/can-you-learn-to-be-an-influencer-at-university\/#primaryimage"},"image":{"@id":"https:\/\/world.edu\/can-you-learn-to-be-an-influencer-at-university\/#primaryimage"},"thumbnailUrl":"https:\/\/world.edu\/wp-content\/uploads\/2024\/03\/Top-Education-Influencers.jpeg","datePublished":"2024-03-21T05:44:17+00:00","author":{"@id":"https:\/\/world.edu\/#\/schema\/person\/42c1c1d5ff7ffbdf0bd50ed94c6ae6ee"},"breadcrumb":{"@id":"https:\/\/world.edu\/can-you-learn-to-be-an-influencer-at-university\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/world.edu\/can-you-learn-to-be-an-influencer-at-university\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/world.edu\/can-you-learn-to-be-an-influencer-at-university\/#primaryimage","url":"https:\/\/world.edu\/wp-content\/uploads\/2024\/03\/Top-Education-Influencers.jpeg","contentUrl":"https:\/\/world.edu\/wp-content\/uploads\/2024\/03\/Top-Education-Influencers.jpeg","width":680,"height":383},{"@type":"BreadcrumbList","@id":"https:\/\/world.edu\/can-you-learn-to-be-an-influencer-at-university\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/world.edu\/"},{"@type":"ListItem","position":2,"name":"Can you learn to be an ‘influencer’ at university?"}]},{"@type":"WebSite","@id":"https:\/\/world.edu\/#website","url":"https:\/\/world.edu\/","name":"World leading higher education information and services","description":"Global Higher Education Jobs, University jobs, Lecturer & tenure jobs.","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/world.edu\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/world.edu\/#\/schema\/person\/42c1c1d5ff7ffbdf0bd50ed94c6ae6ee","name":"Kevin","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/1e8d491a5f9b9bf3db67c9e46abbba7bb06b26b458bd5025c55e0a4b9b60ea8a?s=96&d=mm&r=g8ba4c352a279c450aa9435d770c1ebf4","url":"https:\/\/secure.gravatar.com\/avatar\/1e8d491a5f9b9bf3db67c9e46abbba7bb06b26b458bd5025c55e0a4b9b60ea8a?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/1e8d491a5f9b9bf3db67c9e46abbba7bb06b26b458bd5025c55e0a4b9b60ea8a?s=96&d=mm&r=g","caption":"Kevin"},"description":"Kevin is founder of the world.edu project. The past 28 years have been involved in publishing to the education sector in print and the internet. Kevin has a degree in Education and has a many years experience in developing companies and projects.","sameAs":["https:\/\/world.edu"],"url":"https:\/\/world.edu\/author\/kevin\/"}]}},"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/world.edu\/wp-json\/wp\/v2\/posts\/72155","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/world.edu\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/world.edu\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/world.edu\/wp-json\/wp\/v2\/users\/33"}],"replies":[{"embeddable":true,"href":"https:\/\/world.edu\/wp-json\/wp\/v2\/comments?post=72155"}],"version-history":[{"count":1,"href":"https:\/\/world.edu\/wp-json\/wp\/v2\/posts\/72155\/revisions"}],"predecessor-version":[{"id":72157,"href":"https:\/\/world.edu\/wp-json\/wp\/v2\/posts\/72155\/revisions\/72157"}],"wp:attachment":[{"href":"https:\/\/world.edu\/wp-json\/wp\/v2\/media?parent=72155"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/world.edu\/wp-json\/wp\/v2\/categories?post=72155"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/world.edu\/wp-json\/wp\/v2\/tags?post=72155"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/world.edu\/wp-json\/wp\/v2\/coauthors?post=72155"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}