Arizona State University recently announced a bachelor’s degree in content creation. The program includes content strategy, video and podcast production, personal branding, audience analytics but promises also promises training to be an Influencer. This is where ASU receives a failing grade from the founder of America’s largest Mom Influencer Network. You can’t teach influence.
I believe many of those skills are valuable. The creator economy has grown into a legitimate industry, and creators need to understand production, contracts, analytics, business development and changing media platforms.
But there is one thing a college degree cannot give someone: influence.
I have spent more than 25 years developing mom influencer programs through BSM Media and MomSelect. During that time, we have connected thousands of mothers with brands based not simply on follower counts or content quality, but on whether they have credibility within the category the brand needs to reach.
What is an Influencer?
That experience has taught me that influence is not a job title. Influence is an effect one person has on another because of trust, respect, expertise, shared experiences and communication.
It cannot be granted at graduation.
Some of the most effective mom influencers we have worked with never received formal education in content creation. They did not begin with professional cameras, carefully designed content strategies or lessons in personal branding. They began with a genuine passion for parenting, cooking, travel, toys, beauty, education or another part of their lives.
Their audiences responded because the enthusiasm was real.
Examples of a Mom Influencer
A mother who has researched every stroller on the market may have tremendous influence when helping another parent choose baby gear. A mother who has navigated food allergies may become the person her community trusts for product recommendations. Another may have influence over family travel because she has personally visited dozens of destinations with her children.
We also know that this doesn’t mean any of these women have influence in every category.
This is one of the most important lessons for brands to understand. A person can create beautiful content and still be the wrong match for a campaign. An influencer who drives meaningful results for a children’s toy may not have the same authority when discussing financial services, automobiles or skin care.
There are many types of influencers. Here is a previous blog post about the types of influencers.
How to Select the Right Mom Influencer
Influence is contextual.
At BSM Media and MomSelect, much of our work involves identifying the right mother for the right brand, product, audience and retail environment. The goal is not merely to find someone who can make a polished video. It is to find someone whose audience believes she has a legitimate reason to recommend that product.
That is where effectiveness comes from.
It also explains why authenticity cannot be reduced to a course requirement. Authenticity comes from alignment between the creator’s real life, the product being featured and the needs of the people listening.
You can teach someone how to edit a video, build a content calendar, study an algorithm, interpret analytics or negotiate a brand agreement. But you cannot teach an audience to trust someone.
You also cannot declare yourself influential. Other people make that decision. Influence exists only when someone values your opinion enough to allow it to shape a belief, choice or action.
ASU is right to recognize content creation as a serious field of study. The industry needs creators who understand media, production, ethics, audience development and business operations. But the degree should be positioned for what it can realistically deliver: an education in content creation.
Content can be taught.
Influence must be earned.
Frequently Asked Questions About Mom Influencers
Can you learn to be an influencer?
A person can learn content creation skills such as video production, photography, storytelling, social media strategy, audience analytics and brand partnership management. However, influence itself cannot be taught or guaranteed. Influence develops when an audience trusts a person’s experience, expertise and recommendations.
What is a mom influencer?
A mom influencer is a mother whose experience, knowledge or perspective affects the decisions of other parents and consumers. Mom influencers may create content about parenting, baby products, toys, food, travel, education, beauty, wellness or family life. Their influence comes from the trust they have developed with their audience, not simply from the number of followers they have.
What makes a mom influencer authentic?
An authentic mom influencer recommends products that naturally align with her life, interests, experience and audience. Her content feels credible because she has a legitimate reason to use or discuss the product. Authenticity is strongest when the creator’s personal story, the brand and the needs of her audience are closely connected.
Do mom influencers need formal content creation training?
No. Some of the most successful mom influencers have never received formal education in content creation. Many developed their audiences organically by sharing honest experiences, useful advice and genuine enthusiasm for subjects that matter to other parents. Training can improve content quality, but it does not automatically create trust or influence.
What is the difference between a content creator and an influencer?
A content creator produces videos, photos, articles, podcasts or social media posts. An influencer has the ability to affect the opinions, choices or purchasing behavior of an audience. A person can be a talented content creator without having meaningful influence, while an influential person may not produce highly polished content.
Why is influence different in every product category?
Influence is contextual. A mother may be highly trusted for recommendations about baby gear but have little authority in financial services or automotive purchases. Brands should select influencers based on their relevance and credibility within a specific category, rather than assuming that an influencer will be equally effective for every type of product.
How should brands select the right mom influencers?
Brands should evaluate whether a creator’s lifestyle, experience, audience and content history align with the product being promoted. Follower count and engagement rates are useful, but they do not tell the full story. The right mom influencer should have a credible connection to the product and an audience that trusts her recommendations within that category.
Why is the brand and influencer match important?
A strong match makes the recommendation feel natural and believable. When a product fits the influencer’s real life and serves a genuine need for her audience, the content is more likely to generate attention, engagement, trust and purchase consideration. A poor match can make even polished content feel forced.
How does BSM Media match mom influencers with brands?
BSM Media and MomSelect evaluate influencers based on factors including their parenting stage, interests, expertise, audience, content style, retail behavior and credibility within a product category. The goal is to identify moms who have an authentic reason to talk about the brand and the ability to influence the consumers the campaign needs to reach.
Who is Maria Bailey?
Maria Bailey is the founder and CEO of BSM Media and the founder of MomSelect. She has more than 25 years of experience developing mom influencer marketing programs and matching mothers with brands, products and retailers. Her work focuses on identifying authentic influence and helping brands build credible relationships with mom consumers.
Is content creation a legitimate college degree?
Content creation is a legitimate area of study that can prepare students for careers in social media, digital production, podcasting, video, branding and audience development. A college program can teach the technical and business skills needed to build a creator career. It cannot guarantee that graduates will become influential because influence must be earned from an audience over time.
Can a college degree make someone an influencer?
A degree may help someone become a more skilled content creator, but it cannot make an audience trust that person. Influence exists only when other people value someone’s opinions, experiences and recommendations enough to let them affect a decision. Content can be taught, but influence must be earned.
