The influencer marketing landscape is shifting once again as audiences crave content grounded in expertise and authenticity. With the proliferation of misinformation and an overwhelming flood of online content, a new breed of creator is stepping into the spotlight: expert commentators. These are not just influencers but qualified professionals who bring their specialised knowledge to the digital stage, addressing critical issues like politics, health, economics, and more.
In 2025, we’ll see the growing prominence of creators who provide concise, insightful analysis and bite-sized educational content that resonates across generations. From tax accountants offering financial clarity to women’s health advocates addressing neglected topics, these expert creators stand out by offering real, actionable value to their audiences.
Why Expert Commentators Are on the Rise
Recent years have underscored the power of expertise in countering misinformation. Be it post-election confusion, debates on health, or navigating personal finance, audiences are increasingly turning to professionals who can break down complex topics into digestible insights. Social media platforms like TikTok and Instagram have proven effective for these creators, allowing them to deliver information in short, engaging formats that are easy to consume and share.
Qualified experts are essential to this trend. Their credentials lend credibility and trust, helping to combat the fake accounts and misleading content that proliferate online. But with influence comes responsibility—expert creators must navigate potential conflicts of interest, especially when partnering with brands, to maintain their audience’s trust.
Examples of Expert Creators Making an Impact
- @hivewise_au (The Wise Accountant): Offering an accountant’s perspective on trending topics, this Australian creator makes complex tax laws and financial concepts accessible and even entertaining. Whether commenting on high-profile family trusts or legal disputes, her insights add a valuable lens to current events.
- @apexdogtraining: A professional dog trainer specialising in behaviour modification, this creator shares practical advice for pet owners, helping them build stronger relationships with their furry companions through easy-to-implement tips.
- @womenshealthwithheidi: Focused on women’s health, this pelvic floor physiotherapist uses her platform to provide vital information on topics that are often overlooked. From tips on postnatal care to addressing menopause, her content empowers women with practical knowledge.
How Brands Are Leveraging Expert Voices
Brands have begun to recognise the value of aligning with expert creators to add depth and credibility to their campaigns. A standout example is Royal Canin, which has embraced expert voices such as veterinarians to provide valuable advice on pet nutrition.
In 2023-2024, Royal Canin’s “Always-On Multi-Tier Influencer Program” strategically targeted specific life stages and health needs of pets, from early nutrition for kittens and puppies to specialised diets for gastrointestinal and weight management. By partnering with veterinary professionals and pet health experts, Royal Canin elevated its messaging, resonating deeply with its audience. This approach not only educated pet owners but also positioned the brand as a leader in pet care, with 82% of its audience reporting they learned more about pet nutrition through campaign content. This partnership demonstrates how expert alignment can enhance trust, awareness, and long-term customer loyalty.
Opportunities and Challenges for Marketers and Creators
For Brands:
- Enhance Trust Through Expertise: Collaborating with certified professionals adds credibility to campaigns, helping to foster trust among audiences.
- Focus on Relevance: Choose creators whose expertise aligns seamlessly with your brand values and target audience needs.
- Navigate Conflicts of Interest: Ensure transparency and clear messaging when working with expert creators to avoid diminishing their credibility.
For Creators:
- Break Down Complex Concepts: Expert creators can leverage short-form video formats to demystify challenging topics, making them accessible and engaging.
- Safeguard Authenticity: Maintain transparency about brand partnerships and carefully vet collaborations to uphold audience trust.
- Combat Impersonation Risks: As demand for expert creators grows, ensure your accounts are verified and secure to prevent impersonation.
Trend Prediction for 2025
As misinformation becomes increasingly pervasive, expert creators will rise to meet the demand for clarity, trust, and reliability in digital content. These creators will play a pivotal role in shaping conversations around vital topics while offering brands a unique opportunity to connect with audiences through meaningful, informed narratives. Expect to see a surge in campaigns that champion expertise, bridging the gap between knowledge and engagement in a way that resonates deeply with consumers.