The latest university side hustle? Influencing, obviously

Student influencers in the US are leveraging the internet's fascination with American college life to build their personal brands and create career opportunities. Kyle Okoth, a 20-year-old student, and his friend Daniel started exploring this idea during their junior year of high school, recognizing the potential for creating content around their college experiences.

This trend matters for social commerce as it highlights the growing influence of creators in shaping consumer behavior and preferences, particularly among younger demographics. As student influencers share their college lives, they can promote products, services, and experiences, driving engagement and sales through affiliate marketing, sponsored content, and other forms of creator-led commerce.