Harvard's shocking shift: influencers now shaping business education

Harvard Business School is trading its hallowed halls for TikTok feeds, as a wave of influencers – from Matilda Djerf to MrBeast – are infiltrating the university’s classrooms and campuses.

The rise of the creator economy in elite academia

What began with Kim Kardashian’s 2023 visit has exploded into a full-blown phenomenon, with students debating the merits of launching products based on creator strategies and professors documenting the shift in real-time. The question isn’t if influencers belong, but how this intersection of legacy institutions and the creator economy will reshape business education.

Matilda Djerf, boasting 2.6 million Instagram followers and her own brand, Djerf Avenue, recently addressed both the business and law schools, while Alix Earle – a prominent TikToker – has graced the campus twice, first in April 2025 and again last month, sparking a class-wide debate about her product endeavors. Bethenny Frankel, Rocky Barnes, and a host of other names are following suit, each seeking to leverage their influence and brand recognition.

Shana Davis, founder of influencer marketing agency Ponte Firm, explains that this trend signals a fundamental shift: “For the creator, it signals legitimacy. For the institution, it signals that they’re engaged with where attention and influencers actually live today.” This isn't simply about a photo op; it’s about recognizing the immense power – and financial value – of the creator economy, projected to reach a staggering $500 billion by 2027.

From reluctant invite to case study

Initially, HBS professors were hesitant, as evidenced by Reza Satchu’s initial skepticism regarding Alix Earle’s invitation. However, consultations with his Gen Z daughters and a resounding “yes” from his class led him to embrace the change. Now, Satchu is even documenting Earle’s journey in a forthcoming HBS case study, analyzing the monetization of authenticity and the challenges of building a brand.

“This is the new way in which people market,” Satchu stated. “And our students need to understand and learn that.” Student-run clubs, like the HBS Retail & Luxury Goods Club, play a crucial role, offering more informal, interactive sessions – often centered around fireside chats – that provide access to creators directly. While traditional classroom appearances remain rare, the ripple effect is undeniable.

Beyond the instagram flex

Anita Elberse, Lincoln Filene professor of business administration, has invited high-profile guests, including Ryan Reynolds and LL Cool J, but has intentionally steered clear of speakers whose careers are solely centered around content creation. The underlying tension reflects a broader societal resistance to the perceived “fluffiness” of the influencer industry, particularly when it’s gendered and class-based.

However, for the next generation of business leaders, these creators represent a valuable source of insight. As Eve Lee, founder of Source Material Service, argues, “Traditional businesses spend most of their money and energy trying to acquire the thing creators already have – attention, community, cultural trust – while creators can comparatively easily access the thing traditional businesses already have, like supply chains, operations, legal, capital.”

The bar for an invitation to a Harvard classroom is exceptionally high, with Satchu receiving 30 to 40 requests – Earle being the sole invite he’s extended thus far. He chose her, he explains, because of the inherent risk, but also because of the potential reward. “She represented a risk, but a well-calibrated risk,” Satchu admits. “Now, I’m writing a case about her.” Trace, a presale marketplace founded by students Pfleger and Rubin, a product featured on Earle’s TikTok, recently secured $3 million in seed funding, directly attributed to her platform.

Ultimately, the shift at Harvard isn't just about attracting influencers; it’s about adapting to a rapidly evolving landscape where cultural clout and digital influence are increasingly intertwined with traditional business acumen. And for the creators themselves, a connection with Harvard’s MBA students remains a highly sought-after opportunity – a sign that their brand, and their story, truly matters.