There are 24 hours in a day. College students sleep an average of six hours. That leaves 18 hours, and we spend about seven to eight of them staring at a screen, consuming content made by others. However, we rarely consider the effort behind it: the hours of filming, refilming and editing just to create a 20-second clip we quickly scroll past.
With the rise of social media, which was accelerated by a post-COVID world that pushed all social interaction online, many students have started using these platforms as a creative outlet. While we often think of influencers as YouTubers or TikTokers who move to LA and pursue content creation full-time, we rarely consider those cultivating an online presence right on our own campus. Hundreds and thousands of full-time students across the nation balance content creation with their studies, navigating a unique set of obstacles.
At USC, student influencers post a wide variety of content, from fashion inspiration and study tips to relatable campus life moments. However, common themes are evident when listening to these students discuss their struggles with finding a balance between the different aspects of their lives. While there are many success stories of student influencers creating communities that feel more connected to campus life and to one another, it requires an incredible amount of discipline to consistently put out content while pursuing a degree. This sparks the question, why do they do it?
For many student influencers, content creation is an avenue to express their individuality. Hakeem Cain, a mass communication major known online as @iamkeemerson, demonstrates this by customizing his own clothes and sharing fashion advice on social media. He believes social media provides a space for people to express themselves freely.
“I don’t really care what anyone has to say about me. It’s my life; I’ll wear what I wanna wear," Cain said. "You can’t satisfy everybody.” Cain added that he wants his videos to inspire others to embrace their unique styles.
Similarly, Amir Diba and Aaron Jacobs, co-founders of the Instagram account @fitsusc, started their page to share their love of fashion and showcase student creativity. Jacobs, a sophomore film major, admitted he struggled to find like-minded people until he connected with Diba. Now, their page is a platform for celebrating diverse styles on campus, as well as an outlet for them to share anything they are passionate about.
“We’re like a production team,” Diba said. “Whoever needs us, we’ll be there. We all have different visions, but we all know how to help each other out.”
One recurring theme among USC’s student influencers is their desire to foster a sense of community. Madi Schnepfe, a junior tourism major known online as @madstheresaa, reflected on how her content brings her closer to fellow students. Through her TikToks, Schnepfe connects with students who share similar experiences, creating a space where they feel seen and understood.
“It’s actually kind of fun knowing some people relate to my awkward and crazy stories,” Schnepfe said, recalling the positive reactions she’s received from classmates.
Once Schnepfe partnered with the academic services company Chegg, her presence expanded beyond social media.
“It was kind of weird being known as 'Chegg Girl,'" Schnepfe admitted. "I’d go out on weekends and be recognized, but I just embraced it because if you can’t beat them, join them.” She even dressed up as Chegg for Halloween, leaning into the role.
While many may dismiss TikTok videos as quick and easy, Schnepfe emphasized the effort involved. “It’s not just a fun TikTok that takes 15 seconds,” she explained. “It takes me a long time to edit, and you have to set aside time. But I love the process.”
Schnepfe's journey has also sparked a newfound appreciation for marketing, a career path she’s now considering. “Your comfort zone will kill you,” she advised. “It’s never super serious unless you want it to be. Just go for it and have fun while you’re doing it.”
While the rewards of being a student influencer are evident, the challenges cannot be ignored. Many influencers struggle to juggle academic responsibilities and content creation. Cain admitted that balancing school, two jobs and recording videos daily can be overwhelming. “It’s a lot, but I like it because I like fashion, but I want to have good grades too,” he said.
Schnepfe’s experience highlights the pressure of maintaining an online presence while handling brand collaborations. She recalls how taking on too many social media collaborations caused her to burn out. "My screen time was double my friends'," she admitted, a realization that forced her to reprioritize her studies and focus on fewer, more meaningful projects.
For Diba, the lack of structure in his creative process can make it difficult to maintain balance. “There is no balance. Right now, it’s all art,” he admitted, noting that he trusts his instincts when it comes to managing his time.
Another defining characteristic of USC’s student influencers is their commitment to authenticity. Whether they’re sharing fashion inspiration, campus moments or personal stories, they’re driven by a desire to create genuine connections rather than chase viral fame. Diba explained this approach succinctly.
“You could go on the account right now, and there’s probably a zoomed-in picture of some song that was released 14 years ago," Diba said. "The post has no likes, but I don’t care. That’s just actually who we are.”
Cain echoed this sentiment. “Don’t do it for the numbers. I do it because it’s my passion,” he said. The joy of creating content outweighs the pressure to meet engagement metrics, making their work more meaningful.
Ultimately, the motivation behind these student influencers’ efforts comes down to their love for the craft and the impact it has on others. “Do something. I don’t know what it’s going to be, but everyone has ideas," Jacobs said. "Get those ideas out of your journals and execute them," Diba stated.
For these students, social media influencing isn’t just a hobby or side hustle. It’s a way to express their creativity and influence others while staying unapologetically authentic. For every student with a hidden passion or creative itch, these influencers offer a reminder: Your voice has value. Take the risk, embrace your individuality and, most importantly, have fun while doing it.
