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The Influencer Shift: Why Brands Are Partnering with Subject-Matter Experts Over Trendsetters
- Gathoni Njenga
- May 6
- 3 min read
Brands are turning away from mass appeal and leaning into trusted voices that drive real decisions—not just double taps.
Why Are Brands Moving Away From Traditional Influencers?
For years, social media marketing strategies revolved around follower counts, glossy aesthetics, and viral dances. But in 2025, brand managers are asking a new question: Does this influencer actually influence anyone to buy something—or just make people stop and scroll?
As McKinsey & Company notes, influencer marketing is evolving toward “authenticity over aesthetics.” Today’s most valuable brand partners are often low-key: a registered dietitian posting daily meal plans, a tech consultant reviewing CRM platforms, or a teacher who also sells planners on Etsy.
This evolution is driven by one thing: performance. Brands want measurable results—not vanity metrics. In fact, according to a 2024 HubSpot report, 56% of marketers say that niche, subject-matter experts convert at higher rates than traditional lifestyle influencers.
What Are Expert Influencers and Why Are They Effective?
Unlike lifestyle influencers whose authority comes from curation, expert influencers build trust through education and deep engagement with a specific audience. They’re fitness coaches, CPAs, skincare formulators, clinical psychologists, and even PhD students on TikTok.
Their strength lies in three pillars:
Authority: Their recommendations stem from expertise, not sponsorships alone.
Trust: Audiences believe them because they show the how, not just the what.
Action: Their content drives intent, not just inspiration.
A 2023 Nielsen report confirms that 92% of consumers trust expert influencers more than traditional celebrities.
Which Industries Are Leading This Shift?
Sectors where trust and technical knowledge matter—finance, health, software, and B2B services—are moving fastest.
Health and Wellness: Brands like Ritual and Athletic Greens partner with doctors and nutritionists who explain ingredients and effects, not just sip smoothies in good lighting.
Tech and SaaS: Salesforce and HubSpot have ramped up partnerships with creators who run tutorials, case studies, and explainers—not just unbox new products.
Legal and Financial Services: Viewers now prefer a CPA with tax tips on YouTube over a glam lifestyle account giving vague investment advice.
In B2B, where longer sales cycles require more trust, LinkedIn creators with niche authority are generating far more leads than Instagram influencers ever could.
📊 Stat to know: According to Influencer Marketing Hub, niche expert influencers generate 82% more qualified leads than traditional influencers in B2B markets.
How Do You Identify and Work With an Expert Influencer?
Instead of searching for viral content, look for creators who:
Engage in comments with helpful answers
Share long-form educational content
Appear in professional webinars, podcasts, or trade events
Have a blog, newsletter, or community that reflects consistent subject-matter depth
Brands should offer creative freedom while also aligning deliverables with campaign goals—webinars, UGC testimonials, tutorials, or deep-dive email newsletters all tend to perform better than polished but generic content.
What Does This Mean for the Future of Influencer Marketing?
The new direction favors quality over quantity. The future influencer marketing stack looks more like a team of collaborators and less like a row of ring lights. This shift also levels the playing field for smaller creators who prioritize depth and reliability over mass appeal.
“Influence is no longer about who speaks the loudest, but who speaks with the most credibility,” says Amanda Russell, professor of influencer marketing at the University of Texas.
As consumer skepticism rises and ad fatigue sets in, brands that work with informed, engaging voices will outlast those chasing viral trends.
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