{"id":4145,"date":"2026-07-23T13:36:45","date_gmt":"2026-07-23T13:36:45","guid":{"rendered":"https:\/\/uspropertymoves.com\/?p=4145"},"modified":"2026-07-23T13:36:45","modified_gmt":"2026-07-23T13:36:45","slug":"creator-u-inside-the-influencer-frat","status":"publish","type":"post","link":"https:\/\/uspropertymoves.com\/?p=4145","title":{"rendered":"Creator U: Inside the Influencer Frat"},"content":{"rendered":"
\n<\/p>\n
\n

\n\tOn a warm January night at a luxury apartment complex near the University of Southern California in Los Angeles, time was running out.<\/p>\n

Read more \u2018Coyote vs. Acme\u2019 Trailer: Meet the Underdogs Taking on the Might of Acme Corp.<\/a><\/p>\n

\n\tMore than 20 students, many of them freshmen, darted around the lush grounds. All were dressed in white. Most had never met before. They scrambled into small groups to brainstorm, their quips echoing beneath palatial arches. They filmed one another with their smartphones, directing whoever was on camera at any given moment. At last, they circled one central phone to edit and post what they\u2019d created \u2014 branded content for the social list-sharing app Ditto \u2014 all in 20 minutes.<\/p>\n

\n\tThe stakes were high. In what resembled both a Project Runway<\/em> challenge and an unusually straight-edged sorority-rush gauntlet, the students were in the final round of competing for admission to a club that could help determine the trajectory of their college experience and their professional lives beyond: USC Reach, the first and only social media organization on campus. \u201cIt was definitely nerve-racking,\u201d Kirsten Hawkins, then a prospective member, tells me later. \u201cIt felt like it was make-or-break.\u201d<\/p>\n

\n\tEach semester, USC Reach receives more than 100 applications for roughly 20 to 30 open spots. The competition reflects the club\u2019s growing influence. Founded in 2017 by a group of USC students including Markian Benhamou and Xavier Di Petta, the club has become equal parts creator incubator and networking accelerator, giving students a place to collaborate while experimenting with different content styles, niches and platforms. Just as importantly, it serves as a bridge to the industry through partnerships and workshops with companies like YouTube, Netflix, Google, Snapchat and the ByteDance-owned video-editing app CapCut to host workshops and office visits. The club also works with brands including Monster Energy, Sweetgreen and the skin care company Good Molecules, giving students opportunities to create sponsored content in exchange for swag.<\/p>\n

\n\tToday, USC Reach is just one chapter in a much larger network. Reach Nationals, its nonprofit parent organization, has grown to more than 150 chapters at colleges and universities across 20 states \u2014 including UCLA, the University of Michigan and the University of Pennsylvania \u2014 since launching in 2023. While the organization has expanded rapidly, the founding USC chapter \u2014 at a university long known for launching careers in entertainment \u2014 remains its flagship. Its alumni include Alan Chikin Chow, whose scripted, K-drama-inspired videos have earned him more than 101 million YouTube subscribers. (Earlier in 2026, Netflix picked up a scripted series developed by Chow and Hybe America, the U.S. subsidiary of South Korea\u2019s largest K-pop agency.) Other successful Reach alumni include 23-year-old Penn State graduate Katie Feeney, a sports and lifestyle content creator with 14 million followers across TikTok, Instagram, Snapchat and YouTube, who joined ESPN in December; and Casper Opala, a Reach alum from the University of Illinois Urbana-Champaign, who has amassed over 10 million combined followers with his personal finance content. The collective success of Reach and its alumni is a direct reflection of how established and desirable the once Wild West field of content creation has become as a career path.<\/p>\n

\n\tThat winter night in L.A., after the challenge, the USC Reach hopefuls returned to a study room in the apartment complex to explain their thought processes and reflect on what they learned before a panel of current Reach members dressed in black. (The effect was less hazing ritual, more class presentation with palpable tension.)<\/p>\n

\n\tAfterward, the members directed the students outside. En masse, they filed across the courtyard, past a glistening aquamarine pool, and congregated by the elevator.<\/p>\n

\n\tThose who would be invited to ride up didn\u2019t know it yet, but on the roof, their next era would begin in earnest.<\/p>\n

\n\t***<\/p>\n

\n\tWhen Reach Nationals CEO Dylan Huey joined USC Reach as a freshman in 2020, he was already a content creator with over 1 million followers who set out simply to support \u2014 and collaborate with \u2014 other young creators. By 2022, he\u2019d become the club\u2019s president and had a vision of scaling the model, founding the national parent organization in 2023. \u201cAs an organization like us evolves, we want to really cement ourselves in the industry on a larger scale,\u201d he says.<\/p>\n

\n\tHuey, 24, says an increasing number of companies have sought out the organization directly as Reach has expanded. \u201cWe\u2019ve seen more brands that have been excited about partnering with us \u2014 especially right now with back-to-school [content ahead of the fall semester],\u201d he says. \u201cWe\u2019re getting brands left and right reaching out to us because they know we have access to all these students all in one conglomerate.\u201d<\/p>\n

\n\tHuey is describing several trends unfolding at once. First, \u201ccontent creator\u201d has become one of the most desirable careers among young people; according to Edison Research, as of May 2025, just less than one-third of Americans ages 13 to 24 identify themselves as such. Accordingly, colleges and universities have become epicenters of online culture. The viral spectacle of #BamaRush on TikTok; the rise of Alix Earle while she was a student at the University of Miami, which helped usher in a new generation of creators at the school; and the explosion of athlete influencers following the NCAA\u2019s adoption of NIL \u2014 which allows student athletes to \u201creceive compensation from third parties for use of their name, image and likeness\u201d \u2014 have all demonstrated the commercial and cultural value of campus life as content. (The number of college-aged creators in the U.S. is difficult to determine, as is the amount of money on the table; however, the NIL market alone is expected to reach $4.5 billion in 2027, according to sports tech company Opendorse.)<\/p>\n

\n\tAs a result, talent companies and brands have developed a particular appetite for college-aged creators. For example, in 2023, marketing and talent agency The Team (formerly Wasserman) launched Next Gen, which connects brands with Gen Alpha, Gen Z and millennial creators, including high school and college students. An ever-expanding array of brands \u2014 from Microsoft to Victoria\u2019s Secret to Red Bull \u2014 regularly recruits student creators through ambassadorship programs and on-campus events.<\/p>\n

\n\tThis dizzying plethora of opportunities can be difficult for students themselves to navigate, logistically and financially. Take Emeline Smith, a 22-year-old lifestyle creator and model who graduated from the University of Miami in May. As a junior, Smith, then a budding creator with roughly 13,000 followers across TikTok and Instagram, was flummoxed by a sudden flood of outreaches from brands. \u201cI didn\u2019t really know what was valid and how much I should be charging, and that was really confusing for me,\u201d she says. \u201cI was able to figure it out a little bit with the help of people talking about it on social media, but I did notice that there was a gap in information given to college students.\u201d<\/p>\n

\n\tThe experience in part inspired Smith to get in on the ground floor of the Campus Creator Club, which was founded in 2025 by fellow UMiami students Noah Gaudet and Thomas Van Der Leegte; the club began as a GroupMe group in partnership with Day 1 Marketing, an agency also founded by the duo that specializes in campus-based creator and influencer marketing. In contrast to Reach\u2019s IRL strategy, the CCC functions primarily as an online community that connects members with paid and gifted brand collaborations, offers content feedback and hosts Zoom sessions with prominent creators. Since launching, it has grown rapidly, from an initial 50 creators to more than 1,000 members within months; by February, the group hit 10,000 members. It now includes students from all over the country and has transitioned from its GroupMe roots into a mobile app.<\/p>\n

\n\tSmith, who graduated in May, is overseeing the Campus Creator Club\u2019s expansion to colleges nationwide. \u201cOne of the biggest struggles that college content creators have is the legality of everything,\u201d she says. \u201cYou\u2019re signing a lot of contracts. A lot of people are getting these big brand deals, but they don\u2019t have management. So unless you\u2019re very knowledgeable about how to read the fine print or have a legal adviser helping you, it can be pretty dangerous. Our goal right now is to be able to help [college creators] get safe brand deals and be protected \u2014 and be paid for their time and their energy.\u201d<\/p>\n

Read more TelevisaUnivision Quarterly U.S. Ad Revenue Drops 29 Percent, But World Cup Boosts Mexico Results<\/a><\/p>\n

\n\tColleges and universities themselves are increasingly trying to capitalize on the creator economy, too. A growing number of universities \u2014 including Duke, Cornell and, of course, USC \u2014 offer courses centered on content creation. Last year, UMiami launched a minor in Strategic Social Media Communication that is \u201cdesigned to give students a competitive edge in one of communication\u2019s fastest-growing sectors.\u201d This fall, Syracuse will debut its own content-creation minor \u2014 the first academic offering from its Center for the Creator Economy. Meanwhile, the University of Texas at San Antonio debuted its Digital Media Influence major<\/em> in 2024, which is designed for those who are \u201cchronically online and passionate about digital content creation\u201d and advertises itself as equipping students with the \u201cskills and knowledge needed to turn your passion into a rewarding career.\u201d<\/p>\n

\n\tChad Mahood, an associate professor of communication at UTSA and the designer of the program, says it is the first dedicated major catering to aspiring content creators in the U.S. But instead of delving into the ever-evolving landscape of social media platforms and how to navigate them, the curriculum focuses on equipping students with the critical-thinking skills required to identify a target audience, create tailored content, test its effectiveness and use data to refine strategy. (The curriculum also includes a study of media psychology and propaganda.) \u201cWhere our degree is really unique is we\u2019re focusing on the brain part of it and analyzing your audience, understanding it from point of view \u2014 the stuff that AI can\u2019t do for you,\u201d Mahood says. \u201cAI can help you make something better, but not if you don\u2019t understand who your audience is. You have to first understand that.\u201d<\/p>\n

\n\tAccording to Mahood, the program has grown rapidly, from zero students in fall 2024 to 58 by spring 2025 and 145 this year. (Mahood says this most recent number is roughly equivalent to the enrollment of UTSA\u2019s entire modern languages department.)<\/p>\n

\n\tI ask Mahood how he and his colleagues grapple with the evolving nature of the creator economy and the ever-changing algorithms that power it. \u201cWhether it\u2019s shorter-form or longer-form videos, whether something with music or without music \u2014 all of that\u2019s constantly changing in the tastes and the zeitgeist of the culture,\u201d Mahood says. \u201cBut what hasn\u2019t changed, from the invention of radio until right now, is how a person with a platform engages with their audience and how they speak to their audience \u2026 so as long as you can focus what your message is and how your message is going to resonate with your audience, the AI tech, in terms of the algorithm, is not going to be quite as important.\u201d<\/p>\n

\n\tHuey, Reach Nationals\u2019 CEO, sees this a different way, arguing that while schools can teach the fundamentals and the business of the creator economy, it can be more difficult for them to keep up with how quickly the landscape is changing. Also, he adds, \u201cevery single creator has a different niche, so the one-size-fits-all package is a little bit hard.\u201d<\/p>\n

\n\tPut another way: \u201cYou can teach about influencer strategies \u2026 but it\u2019s hard to teach someone how to be viral,\u201d Huey says. \u201cThere\u2019s no textbook that can do that.\u201d<\/p>\n

\n\t***<\/p>\n

\n\tUSC Reach\u2019s current members may not yet have struck gold like some of their famous predecessors \u2014 in an increasingly crowded landscape, success like Chow\u2019s or Feeney\u2019s is harder and harder to come by \u2014 but they are prime examples of the various ways young people can level up from social media-savvy coed to bona fide creator.<\/p>\n

\n\tFor example: Chloe Sorensen, a rising junior and a member of the university\u2019s varsity rowing team, joined the club this year with Pinterest as her primary platform. Over the next year, she plans to shift to shortform TikTok videos educating female college rowers like herself on how to navigate the recruiting process or the transfer portal. (Sorensen transferred to USC after one year at Harvard.) Navya Sharma, a Reach board member and a rising senior, creates content centering on her personal journey as an international student from India who is also pursuing acting and filmmaking. Kirsten Hawkins, whom I met as a prospective new member, is a lifestyle creator on TikTok and Instagram who has secured organic partnerships with major companies like Microsoft. And Ziyu Gao, the club\u2019s vp, posts TikToks about the process of getting into USC; a 2025 clip, which shows her real-time reactions to her college admissions decisions, has amassed nearly half a million views.<\/p>\n

\n\tThere is also Jackie Michelle, USC Reach\u2019s outgoing president, who graduated in May. On Instagram and TikTok, Michelle blends day-in-the-life and GRWM (\u201cGet Ready With Me\u201d) content, L.A. restaurant recommendations and niche passion projects, like documenting her hunt for Jellycat collectibles around the city. (Eventually, she says, the brand slid into her DMs and began inviting her to events.) As she embarks on a career in psychology, she has begun diversifying her output for her new era, including a daily TikTok account of her impressions of postgrad life.<\/p>\n

\n\tI ask her what advice she\u2019d give to the Reach members she\u2019s leaving behind. \u201cJust keep posting,\u201d she says. \u201cEven though you feel like everyone might be judging you for posting something, at the end of the day, no one really cares. You should do it because you love it.\u201d<\/p>\n

\n\tAnd at USC Reach, everyone does. Every creator I spoke to brimmed with enthusiasm for their chosen vocation. \u201cThe bond between everybody in the group has just grown increasingly, and it\u2019s beautiful,\u201d says Sharma. \u201cIt\u2019s the sense of shared purpose and also hanging out literally every day, all the time; the best thing about it is you\u2019re working together while also having fun together.\u201d<\/p>\n

\n\tBut that winter night in Los Angeles, at least, there was tension in the air. I\u2019d made it to the roof ahead of the new members. As groups started to arrive, a sea of current Reach members awaited them, whooping and clapping as soon as the elevator door opened. Then it clicked: Anyone who\u2019d made it to the roof was officially in.<\/p>\n

\n\tThe students\u2019 faces cycled through shock, relief and finally jubilation. Then the celebration began. They mingled, talking about content, their majors and their ambitions. They grabbed pizza, cake and candy \u2014 no alcohol was served \u2014 and almost immediately began photographing and filming one another, posing with a giant \u201cREACH\u201d corkboard covered in Polaroids. At one point, the new members crowded along the railing, throwing up peace signs, thumbs-ups and heart hands. \u201cI LOVE REACH,\u201d they screamed as phone cameras flashed. The downtown skyline glowed behind them and the City of Angels \u2014 the entertainment capital of the world \u2014 beckoned below.<\/p>\n

\nThis story appeared in the July 22 issue of The Hollywood Reporter magazine. Click here to subscribe<\/em>.<\/p>\n

Read more Imax Quarterly Revenues, Profit Rises on Premium Screen Gold Rush<\/a><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Inside USC Reach: How the influencer incubator is shaping the next generation of content creators and industry leaders.<\/p>\n","protected":false},"author":1,"featured_media":4144,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[2839,1522],"class_list":["post-4145","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interesting","tag-content-creators","tag-influencers"],"yoast_head":"\nCreator U: Inside the Influencer Frat - US Property Moves<\/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:\/\/uspropertymoves.com\/?p=4145\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Creator U: Inside the Influencer Frat - US Property Moves\" \/>\n<meta property=\"og:description\" content=\"Inside USC Reach: How the influencer incubator is shaping the next generation of content creators and industry leaders.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/uspropertymoves.com\/?p=4145\" \/>\n<meta property=\"og:site_name\" content=\"US Property Moves\" \/>\n<meta property=\"article:published_time\" content=\"2026-07-23T13:36:45+00:00\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"13 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=4145#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=4145\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/#\\\/schema\\\/person\\\/f6dcb1ef8e64fe67b72b772b81aa822c\"},\"headline\":\"Creator U: Inside the Influencer Frat\",\"datePublished\":\"2026-07-23T13:36:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=4145\"},\"wordCount\":2531,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=4145#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/uspropertymoves.com\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/4b233ba2c056e30b4cfb9780d4f23feb.webp\",\"keywords\":[\"Content Creators\",\"Influencers\"],\"articleSection\":[\"Interesting\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/uspropertymoves.com\\\/?p=4145#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=4145\",\"url\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=4145\",\"name\":\"Creator U: Inside the Influencer Frat - 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