TikTok U

At several universities, students are turning social media into a career, and some can study content creation. The article follows Haley DeKreek, a 20-year-old University of Arizona student whose TikTok audience and brand deals help pay for her lifestyle, illustrating how influencer work is becoming part of campus life.

DeKreek has more than 45,000 followers and has earned up to $3,000 from a brand deal, while companies send her products for videos. She studies retail and consumer science online and describes extensive beauty routines, including Botox, lip filler and breast reduction surgery. Her friends also discuss cosmetic treatments, which some students can pay for at a local med spa using parent-funded campus bursary money.