The Tamesis
Over the past year, our feeds have been flooded with AI-generated content and a constant cycle of recommendations focused more on speed and volume than content. It feels like every other video is selling a product, so it’s no surprise that Gen Z feels like they’re constantly being sold online.
This new algorithmic reality is giving rise to a new class of creators. The role of a knowledge influencer is that they differentiate themselves by creating content that is rooted in their expertise, hyperfocus, knowledge or insight into a particular topic, rather than their appearance or style. Future Lab, a trend forecasting consulting company, predicts that this group of creators will rise by 2023. But in recent years, as intellectual corners of the internet like #booktok have become mainstream, and platforms like Substack and Discord have proliferated, fashion brands are finally starting to take notice of this class of creators to create more resonant connections with consumers.
Last month, Substack writer Zara Wong shaped luggage brand July’s transition into handbags, co-creating an editorial version for their website and in-store, and Business Podcast founder and CEO Vivian Tu your rich best friendhas been working with Depop since December to reframe resale through a financial lens. On the other hand, wellness podcaster Jay Shetty attended Jonathan Anderson’s Dior debut menswear collection in June 2025. Also in the mix is Jack Edwards, the internet’s self-proclaimed “resident librarian” who has become a regular at Valentino events. Esquire served as contributing literary editor earlier this year. Taken together, it suggests a broader definition of fashion authority—one that is shaped by both those who can interpret culture and those who participate in it.
Knowledge influencers lead the anti-corruption agenda
Experts agree that this expert class is driven less by a new kind of creator than by a response to our feed. “In an age defined by anti-intellectualism, escapism, and AI tools that allow you to skip cognitive work entirely…knowledge creators are doing something counter-cultural,” said Agus Panzoni, a cultural researcher at Death To Stock.
These influencers have built mature communities around intellectual pursuits, hold greater significance and earn more trust than paid post creators. Eve Lee, founder of creative agencies Digi Fairy and Source Material, said: “Against a backdrop of AI reliance, attention-stealing and short-form overload, audiences are seeking something truly meaningful… Depth has become its own credibility signal.”
“Audiences now have so much insight, transparency and cynicism into the inner workings of advertising,” said fashion commentator Rian Phin, noting that there is growing skepticism of creators who align too easily with brand agendas.
“[Today, they] Expect value-driven content… they want strong perspectives and informed opinions. ” Phin notes that she’s more likely to trust intellectual influencers like scientists or academics than traditional creators, even if they post fashion content or beauty routines, because their sole career focus isn’t just sales. thing.
Knowledge seeking is also increasingly becoming an important shared activity. As Panzoni observes, it’s now “a place of belonging,” with Gen Z leaning towards book clubs, lecture series and reading cafes as social spaces. Intellectual life is no longer limited to solitary learning but is embedded in community—a shift that helps explain the growing appeal of this creator archetype.
The value of sparking conversation
Brands looking to partner with knowledge creators should focus on content, authorship and cultural relevance. “Asking a powerful intellectual to do tacky unboxings, GRWMs or fittings like other creators at other events is a waste of trust in the audience,” said Fine. “This doesn’t mean long videos, it means tailoring ads to the content that really makes them unique. Marketing campaigns must be uniquely tailored to the content they produce, otherwise it will have the opposite effect.”
