A growing number of children are now aspiring to become social media influencers, a significant shift from previous generations' dreams of becoming astronauts or doctors, according to new research. A study found that 60 percent of middle and high school students in the U.S. either want to be influencers or have chosen their career path based on social media.
For some younger children, the aspiration is so strong that they simply drew logos of platforms like TikTok or YouTube when asked about their future careers. These children cited that social media stars are perceived as 'famous' and 'get lots of money' as motivations for their career choice.
While older students in the study were more inclined to mention traditional vocations such as electricians, engineers, teachers, or welders, the allure of being a social media star was prevalent among both younger children and teenagers. Even among students who did not desire fame for themselves, many indicated that social media had influenced their decision to pursue a particular career.
The study, which has been interviewing elementary, middle, and high school students as young as seven in the U.S. since 2021, also included participants from Norway starting in 2024. For this particular research, scientists interviewed 80 children aged seven to 11 and 140 middle and high school students in Wisconsin, alongside over 60 children of similar ages in Norway. Researchers posed simple prompts like 'When I grow up I would like to be…' and inquired how the children knew about the profession.
Shifting Aspirations
The findings revealed a notable similarity between the career aspirations of American and Norwegian children. Lead author Professor Matthew Simoneau of the University of Wisconsin noted that second graders in both countries, when asked about their future, often drew YouTube logos or stated a desire to be YouTube influencers. Simoneau stated that their data suggests social media has become a considerably more significant influence on children's career expectations.
In some instances, students as young as seven simply drew the YouTube or TikTok logo or stated they wanted to be an "influencer" without a clear understanding of what or whom they would influence. However, the researchers also found that social media content could be genuinely inspiring. For example, one student in a rural area was motivated to become a marine biologist after seeing content online, despite living over 1,300 miles from the nearest ocean.
Concerns About Disappointment and Education
Despite the positive influence some online content can have, researchers caution that the pursuit of fame and stardom through social media could lead to significant disappointment. The study points out that even among influencers who achieve a following, more than half of U.S. content creators earn less than $15,000 annually.
Professor Simoneau also expressed concern that schools' career programs are becoming increasingly outdated and out of touch with the advice children need. In Wisconsin, schools are mandated to provide career planning services for students in grades six through nine, which includes an annual online career survey. However, the lists of potential jobs often feature traditional roles rather than contemporary professions like content creation.
Focus groups with middle and high school students in Wisconsin indicated that few found the school's online career planning programs helpful. Students described the activities as "redundant" and "the same thing we did in middle school." One student, for instance, was advised to become a truck driver through the online survey, despite already being accepted into nursing school.
The researchers concluded that in the absence of relevant and relatable guidance from schools, social media is increasingly competing with formal education in shaping students' ideas about their future. They warned that unless educational institutions significantly update their career assistance methods, social media is likely to continue to be the dominant influence. A previous study conducted in 2018 showed children were more likely to mention traditional careers such as doctors, scientists, or accountants.