A second grader in Norway drew a YouTube logo when my colleagues and I asked what they wanted to be when they grow up. When we asked why, the child explained that YouTubers are famous and make lots of money.

When we asked second graders in Wisconsin this same question, we were surprised to often receive similar answers: Kids there also wanted to be YouTube influencers when they grow up.

I . Since 2021, colleagues and I have spoken with a range of elementary, middle and high school students as young as 7 years old in the U.S. and Norway in 2024 to understand how children imagine their careers.

Our forthcoming research shows that social media has emerged as one of the biggest influences for young people’s career choice, second only to family, friends or teachers.

Over 60% of middle and high school students we surveyed from 2021-2024 said they wanted to be social media influencers or picked their future careers based on what they saw online. Other popular choices were professional soccer player, musician and actor.

Our process

In a separate  by the organization Education and Employers, 20,000 children, ages 7 to 11, were asked about their possible future careers and then explained how they learned about that job.

We decided to use a similar approach to understand children’s career dreams and influences.

In Wisconsin, we surveyed more than 80 different children, ages 7 to 11. We also conducted focus groups with more than 140 middle and high school students about their academic and career plans and what influenced their ideas.

We then conducted interviews in Norway with over 60 children in the same age range.

In both places, we gave kids simple prompts that included “When I grow up I would like to be … .” We also asked them, “How do you know about this job?”

We found that there is a disconnect between how schools are helping kids think about their possible future careers and what factors are actually influencing young people as they imagine their futures.

Influencer dreams

In some instances, students as young as 7 in Wisconsin and Norway simply drew the YouTube or TikTok logo, or wrote that they aspired to be an “influencer” without any idea of who or what they would influence.

They shared that YouTubers and influencers “gets lots of money” and that “they want to be famous.”

Students also drew pictures of footballers, musicians, actors and princesses. Some students shared career goals like becoming a wildlife biologist, pilot, engineer or filmmaker.

Older students were more likely to mention careers like nurse, electrician, engineer, teacher, welder, police officer and small-business owner — although becoming an influencer and content creator remained a common aspiration for teenagers and children.

We found that social media also had a positive influence on some students.

One student in a rural town said that online posts and videos encouraged them to want to become a marine biologist, even though the closest ocean is over 1,300 miles — or 2.09 million meters — away.

The limited role of schools

It’s common for middle and high school students to take online career interest surveys to help understand which jobs could be a good fit. Many schools also offer career fairs and job shadowing opportunities.

Most students, though, receive very limited individualized guidance on career paths from .

But they generally do receive some kind of prompts to help them think about what sort of career they want.

Within roughly the past decade,  began requiring personalized, multiyear educational plans that helps students as young as 11 years old develop their own education and career goals.

In 2015, for example,  that required school districts to provide academic and career planning services to students in grades 6 through 12. Students take an online career survey each year.

The students answer questions about their interests, and the online program then names a recommended career. The list typically includes traditional jobs like electrician or accountant, rather than something more modern, like content creator.

One potential reason is that many of the online career-planning programs schools use were created before social media became a central part of young people’s daily lives.

Some schools also have classes where high school students learn about different educational pathways and jobs. Yet these classes often meet only periodically, while high school students typically use . As a result, formal career education increasingly competes with a constant stream of online messages about work, success and the future.

Our focus groups with middle and high school students in Wisconsin revealed that few students find these online career planning programs at school helpful.

Students said they found career planning activities “redundant” and described them as “the same thing we did in middle school.”

One 17-year-old student in Wisconsin said the career survey was a “waste of time. The test told me I should be a truck driver.” This student took the survey when she had already been accepted into nursing school.

Students consistently said they learned more from conversations with teachers, counselors, family members and professionals than from online questionnaires.

When dreams don’t match reality

Many young people now learn about careers through TikTok videos, YouTube channels, social media personalities and online communities. These influences can play a larger role in shaping career aspirations than formal school career-planning activities.

While many people aspire to make money online as influencers or content creators, nearly half of all online content creators earn .

I think that educators and families should recognize that young people are thinking about their possible careers — they are just more likely to rely on social media, rather than online surveys at school, to imagine their futures.

This article is republished from under a Creative Commons license. Read the .

Employing student influencers is the latest strategy in the Detroit school district’s ongoing efforts to grow enrollment in city schools.

District officials unveiled last week to hire 23 students to share positive messages about their schools in the Detroit Public Schools Community District. The high schoolers will create and share social media content aimed at winning over prospective students and parents, as well as engaging their peers.

The initiative is one of several new ideas the district is considering to reverse a 20-year trend of .

“Our students are at the center of everything that we do,” said Sharlonda Buckman, assistant superintendent of Family and Community Engagement, during last week’s meeting. “They have real stories, real accomplishments, real growth.”

When families hear students’ stories and see possibilities for their children, their perceptions about the district may shift, Buckman added.

have already opened. One student from each of the district’s high schools will be selected to take on the task. If approved by the board, the influencers will be assigned content and events to promote each month on rotating schedules, earning $250 each month they post.

Many factors have contributed to enrollment declines, including a shrinking, lower birthrates, , and . The district also competes with , which enroll about , as well as suburban districts that heavily recruit Detroit students.

Traditional strategies to attract students – including canvassing neighborhoods, hosting Summer on the Block events, expanding prekindergarten, focusing on reenrollment rates, and putting up billboards – have produced modest results, according to the district.

The district estimates it currently has more than 49,200 students – an increase of about 400 compared to the official count at the end of last school year.

Last summer, board members asked the district to come up with innovative, cost-efficient ways to drive enrollment more rapidly.

Board member Monique Bryant said during a July committee meeting she wanted to see students tell the stories of their own schools.

“I think we have an opportunity to use our students more, and I think we get more bang for our buck than what we’re spending now,” she said.

Students and parents would be ‘brand ambassadors’ for their schools

Overall, the district’s plan to boost enrollment is to shape the public’s perception of DPSCD to be more positive, increasing awareness of its schools with targeted advertising and connecting with more families in the city.

Marketing research supports the board’s idea to center student voices to reach those goals, district officials said.

In a survey of about 300 people conducted by the district, about 30% said they wanted to see student success stories, said Deputy Executive Marketing Director Jessica Byrd.

In addition to winning over parents, students also want to see themselves in district messaging, Byrd said. By partnering with high schoolers who are gifted at reaching peers on social media, the district will reach more potential students, she added.

“They bring their audience to our platforms, and that’s essentially what we want,” Byrd said.

The influencers will participate in monthly content creation workshops with the marketing team. They will post both on the district’s social media and their own.

DPSCD also proposes hiring 10 to 15 parent and community ambassadors to “counter negative perceptions and amplify enrollment messaging.” The presentation did not include how much the ambassadors would be paid.

The ambassadors may be people who are trusted by their communities, such as church leaders, block club presidents, and parents of students in the district. They will have monthly themes for their messaging, including safety, the district’s gains in literacy achievement, and career and technical education programs.

The district has relied on volunteer in previous years, with slightly different roles. In the past, ambassadors represented the district at community and school events.

This year, the district proposes spending nearly $42,000 on both the student influencers and the community ambassadors.

In total, the marketing plan, including other new initiatives such as web content managers, would cost around $1.4 million, according to the district’s presentation.

The district will continue its traditional enrollment campaigns, including canvassing, yard signs, and events.

Board members at last week’s meeting said they were pleased with the new plans, which would be funded in the district’s budget for the next fiscal year. The board must approve a budget by June 30.

Hannah Dellinger covers Detroit schools for Chalkbeat Detroit. You can reach her at hdellinger@chalkbeat.org.

Chalkbeat is a nonprofit news site covering educational change in public schools.