Harvard embraces influencer culture: from kardashian visits to tiktok stars
Harvard Business School is undergoing a dramatic transformation, welcoming a wave of influencers – from mega-stars like MrBeast to rising TikTok personalities – onto its prestigious campus. What started with Kim Kardashian’s 2023 visit has evolved into a full-blown integration of the creator economy, raising questions about the institution’s approach to modern marketing and education.
The rise of the influencer in academia
Matilda Djerf, boasting 2.6 million Instagram followers, and Alix Earle, a frequent TikTok guest speaker, have both recently graced HBS classrooms, sparking both enthusiasm and skepticism. Earle’s rapid product launch following a debate about her skincare brand, Reale Actives, underscores the tangible impact these figures can have – a factor increasingly recognized by the school’s faculty.
A shift in priorities?
Professor Reza Satchu, who initially expressed reservations about inviting influencers, now views it as a vital step in understanding the evolving landscape of brand building. "This is the new way in which people market," he stated, adding that his students need to grasp the influence of these figures on consumer behavior. A recent case study focuses squarely on Earle’s founder journey, recognizing the value of her insights.
Beyond the glam shot
While the iconic Harvard Business School sign photo – a now-ubiquitous flex for influencers – remains a staple, the interactions are expanding beyond staged shots. Student-run clubs, like the Retail & Luxury Goods Club, are facilitating more intimate conversations, offering a glimpse into the strategies of brands built by these digital natives. The focus is shifting from superficial appearances to the substance of their entrepreneurial endeavors.
A billion-dollar trend
The surge in influencer appearances reflects the explosive growth of the creator economy, projected to reach $500 billion by 2027 according to Goldman Sachs. Despite criticisms regarding the perceived ‘fluffiness’ of influencer marketing, institutions like Harvard are acknowledging its undeniable power and influencing capacity. The debate centers on whether this engagement is a genuine attempt to adapt to the present or a superficial embrace of a trend.
Student success drives the change
The recent success of Trace, a presale marketplace founded by Alix Earle and Ella Rubin, highlights the potential benefit of these connections. A $2 million seed round was secured just weeks after Earle’s TikTok appearance, demonstrating the direct impact of these campus engagements. It’s a testament to the value of connecting students with individuals who truly understand the modern consumer.
A measured approach
Despite the growing interest, Satchu stresses a discerning approach. “I would not let [just] anyone in my class,” he explains, emphasizing the importance of maintaining the institution’s academic rigor. While 30 to 40 influencers have requested speaking opportunities, Earle remains the sole invite he’s extended thus far – a deliberate choice based on her “well-calibrated risk.” Ultimately, Harvard’s willingness to engage with influencers signals a broader convergence between legacy institutions and the dynamic world of digital content creation.