Features

Inside TXST’s Bobcat Creator Program: Meet the Influencers Giving Future Freshmen a Helpful Look at College Life

five students pose for photo in studio while wearing TXST clothing and accessories

TXST’s Bobcat Creator Program features student influencers sharing real college life to help future freshmen feel confident, informed, and connected before they arrive on campus.

March 13, 2026
AnaBelle Elliott

Going to college can be nerve-wracking and scary for new students. A new social media campaign at Texas State University aims to help students navigate their college concerns with videos created by and for TXST students.

TXST’s Division of Marketing and Communications launched the Bobcat Creator Program in December featuring five student influencers. Erika Costello, the division’s social media manager and influencer manager, recruited the students based on the social media content they were already creating about their lives as college students.

“If I were an incoming freshman or graduating high school senior, seeing stuff like that would help me be less anxious and nervous about starting college,” Costello says.

Members of Gen Alpha—high school juniors now beginning to apply to colleges—turn to social media to obtain information even more than their Gen Z predecessors, according to TXST marketing data. 

five students in texas state shirts shirt next to each other for posed photo
woman smiles while give other people hold up iphones to take photo of her

While similar programs exist at other universities, Costello says she hasn’t seen many that financially compensate student creators. Bobcat Creators are paid per video and are part of the program for a calendar year. The creators must maintain good academic standing to participate. Costello says there have been positive reactions from the general public, including students and alumni.

“My ultimate goal with this is to create a community of people who are searching for us and trying to see what life is like at Texas State,” she says.

As the influencers comment on one another’s posts, a small digital ecosystem has begun to form—one shaped by each creator’s niche, major, personality, and platform style. Together, they reach different corners of the algorithm and different types of students. 

Meet the Influencers

Joaquin Marquez holding his hands up to the camera

Joaquin Marquez

“As soon as I got that campus tour, I knew I wanted to do what my tour guides were doing,” says Joaquin Marquez, an animal science major in his senior year. “And I wanted to eventually share my Texas State story with others and show my journey to Texas State.” 

Marquez quickly became involved in student life at TXST, and by his second semester, he had joined University Ambassadors, leading campus tours and working Bobcat Day, where he regularly spoke with prospective students and their families. He later became a Cat Camp counselor and programming director.

A self-described “spirited” student, Marquez also founded Hellcats, a coed student spirit organization dedicated to supporting TXST athletics. As he prepares to attend veterinary school in the fall, Marquez uses his content to show the reality of balancing academics, multiple jobs, and campus involvement.

“I hope, with my videos and my content, I inspire someone to be like, ‘I’m gonna go to class today’ or ‘I’m gonna study a little bit more,’ or ‘I want to change my major to something that will create a bigger change at Texas State.’” 

Kaison Ward headshot

Kaison Ward

Kaison Ward, a Bobcat Creator who’s also an intern for the Division of Marketing and Communications, says he found his TXST community by getting involved on campus. He now uses his work as a marketing intern to show others they can do the same.  

The senior originally entered Texas State as a theatre major before discovering a passion for content creation through his involvement with Black Student Alliance. After creating content for the organization, Ward switched his major to digital media innovation.

“Being an intern, with all my work, I try to highlight my people, my community, because those are the people that made me, where I found my place,” Ward says. “I love to see people find their place. That’s really what’s important to me.”

Ward heard about the influencer program during his internship and lobbied to be a part of it. He says being among the first influencers in the program means being intentional about setting the standard for those who will follow.

Ward says his work as a social media influencer gives him creative freedom that’s different from his projects as a marketing intern.  

“I still try to put my little spin on [videos within the marketing intern role] because I think that's why they hired me,” Ward says. “But with the creator stuff, I’m able to have my own lane. I mean, it’s mine.” 

Olivia Smith

Olivia Smith

Bobcat Creator Olivia Smith focuses on making content for incoming students centered on dorm life, college life, and how to prepare for both, with the goal of making viewers feel confident, comfortable, and informed.  

For example, Smith created a series of videos about what students should buy for their dorms. Those videos receive higher engagement, she says—thousands of views.

The sophomore history major did a deep dive while preparing to attend TXST, which prompted her to think about how she could help others find information.

“I was like, ‘I want to do that for people who are looking on social media,’” she says. “I’m going to make it so I can help people, and they can be prepared.”

Smith says being in the program has created more opportunities and helped her grow more comfortable in front of the camera.  

“It means everything, because I started making content, but I never expected this opportunity,” Smith says. “It’s so amazing. I’m so glad they’re doing this and getting that reach out there, because it’s putting Texas State out there in a positive light. I’m just so appreciative to get to be a part of that.” 

rylee simmons headshot

Rylee Simmons

Rylee Simmons is majoring in advertising and minoring in sports media, and her content reflects both her academic interests and her personality.

Her content often highlights an outdoorsy, travel-focused lifestyle that’s tied to her experience as a Bobcat. Her videos lean into a more off-campus TXST niche, showing what student life looks like beyond the classroom.

Simmons began making YouTube videos at age 11 using a GoPro and switched to TikTok during her sophomore year of high school. As her following grew, Simmons noticed brands reaching out to send free samples, marking her first exposure to the rewards of content creation.

She says she never expected to be paid or to have so many people reaching out about making content, especially since she began posting purely for fun.

“I think it’s changed from something silly to something that actually motivates me and drives me, especially in my career,” Simmons says. “What can I do in the future with all this? How much can I build this up to become something greater and greater?”

Simmons says she hopes her content motivates and encourages viewers while also showing them what’s possible. Her experience came full circle when her dad, a Bobcat alum, said he never imagined she would be doing this kind of work at the same school he once attended.

“You can do things that aren’t just sitting in a classroom, going to work and then coming home,” Simmons says. “You can go outside; you can go out with your friends. You can make the most out of every single second of your time.” 

Sydney Nicole headshot

Sydney Nicole

As a Bobcat Creator, Sydney Nicole is filling the role she once sought while planning for college. Before joining the program, she was already making content to serve as a helpful resource. She specializes in longer-form videos that offer tips and recommendations for incoming college students. 

From a three-minute video breaking down parking tips to a 25-second reminder about class registration, her TikTok account elicits comments that show she has reached her target audience and created a space where people feel comfortable asking follow-up questions and expressing anxieties about coming to TXST.

“I’m attending fall 2026 I’m scared guyss,” one TikTok user wrote in her comment section. “heyyy, going there next year super excited!” another user commented on a different video.

After touring multiple universities, Nicole chose TXST because it felt like home right away. When she attended Bobcat Day and spoke with current students and professors, she knew where she needed to be. She says she’s proud to be among the first influencers in the program, in part because her reach extends beyond her own school.

“Not only do I feel like we’re helping Texas State,” she says. “We’re also helping other college students.” 

Follow the Bobcat Creators

To see more work of the Bobcat Creators, follow @BobcatCreators on Instagram.

video of five students individually showing themselves in a slowmo 'glambot' style video Play Video

Become a Bobcat Creator

Applications for new influencer students open annually; please check online for when applications open.

AnaBelle Elliott

AnaBelle Elliott graduated from TXST in 2025 with a degree in journalism. She’s a multimedia reporter with Austin Lifestyle Magazine and the social media manager for an ed-tech startup. She performs with her band, The Stargazers, throughout San Marcos and Austin.