LATEST DEVELOPMENT
Jessica Henig's Unlocked Branding unveils Social Media University—free platform offering online/in-person masterclasses, mentorship, and behind-the-scenes access to global creator network—addressing education gap as creator economy grows 10-20% annually toward projected $500B by 2027 while over half of Gen Z aspires to become influencers and Gen Alpha's top career choices are YouTuber and TikTok creator.
INDUSTRY TALK
"Misalignment across these five properties—expertise, connectedness, integrity, originality, and transparency—undermines authenticity and erodes trust. But when brands acknowledge these tensions and intentionally manage them, influencer marketing becomes more than transactional—it becomes transformational."
BY THE NUMBERS
Creator economy growth includes:
$500B projected total addressable market by 2027 (Goldman Sachs)
10-20% compound annual growth rate for global creators
50%+ of Gen Z wanting to become influencers (Morning Consult)
YouTuber and TikTok creator as top two Gen Alpha career aspirations (2024 Whop survey)
Free platform access versus traditional university costs
PLATFORM OFFERINGS
Educational components include:
Online and in-person interactive masterclasses with industry voices
Seminars, trips, and community events
Mentorship programs and creator network access
Behind-the-scenes exposure to Unlocked Branding's global partners
Focus on economics, strategy, and industry understanding
COMMUNITY FOCUS
In-person emphasis includes:
Addressing isolation of working for yourself
"Getting everyone in the same room to foster connections and creativity"
Missing link for young people over past few years being in-person community
Staying at forefront of what moves the needle
Building network of people sharing similar values
MARKET CONTEXT
Career landscape includes:
Rising unemployment and college degrees no longer guaranteeing career paths
Creator economy as bright spot for young people navigating bleak job market
Low barrier to entry (phone and dream) versus traditional education costs
Saturated industry requiring expert guidance for leg up
Syracuse University launching "Center for the Creator Economy" for traditional path
FOUNDER CREDENTIALS
Henig's track record includes:
Shaping internet It-talent including Alicia Breuer, Millie Leer, Pia Mia, Montana Brown
Building talent from career start (some as young as 16)
Experiential social media industry nature setting up incredible success
Long-term career paths without traditional university route
Years of successfully building talent into top-tier brands
THE BOTTOM LINE
Social Media University's free platform launch addresses critical education gap in rapidly professionalizing creator economy where half of Gen Z aspires to influence but lacks structured pathway—demonstrating that as influencer marketing matures into $500B industry by 2027, systematic knowledge transfer through mentorship and community becomes essential competitive advantage in saturated market where low barrier to entry means expert guidance separates successful creators from millions attempting phone-and-dream approach without understanding economics or strategy.