WISCONSIN — Social media has emerged as a major influence on the career aspirations of young people, ranking second only to family, friends, or teachers, according to forthcoming research by Matthew Simoneau, a scholar of career and technical education. Over 60% of middle and high school students surveyed between 2021 and 2024 indicated a desire to become social media influencers or reported basing their future career choices on online content.

Since 2021, Simoneau and his colleagues have researched how children envision their careers by speaking with elementary, middle, and high school students in the U.S. and Norway. Their work included surveying over 80 children ages 7 to 11 in Wisconsin and conducting interviews with more than 60 children in the same age range in Norway. Additionally, they held focus groups with over 140 middle and high school students in Wisconsin to discuss their academic and career plans.

During these studies, students as young as 7 in both Wisconsin and Norway either drew the YouTube or TikTok logo or expressed aspirations to be an 'influencer.' These students often did not specify who or what they intended to influence. A second grader in Norway, for instance, drew a YouTube logo when asked about future career plans and explained that YouTubers are recognized for being famous and making lots of money. Second graders in Wisconsin provided similar responses, stating their desire to become YouTube influencers due to perceived fame and financial gain. Children explained that YouTubers and influencers "gets lots of money" and "they want to be famous."

In 2015, Wisconsin enacted a law requiring school districts to offer academic and career planning services to students in grades 6 through 12. Within roughly the past decade, 27 states have implemented requirements for personalized, multiyear educational plans aimed at helping students as young as 11 years old define their academic and career goals. Students in Wisconsin use an online career survey annually that suggests traditional professions, such as electrician or accountant, rather than modern roles like content creator.

Focus groups with middle and high school students in Wisconsin indicated that few students found the online career planning programs at school beneficial. One 17-year-old student described the career survey as a "waste of time," explaining that it recommended she become a truck driver despite her acceptance into nursing school. Students generally reported gaining more insights from discussions with teachers, counselors, family members, and various professionals compared to online questionnaires.