{"id":21135,"date":"2026-10-29T01:39:00","date_gmt":"2026-10-29T05:39:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=21135"},"modified":"2026-10-25T22:43:06","modified_gmt":"2026-10-26T02:43:06","slug":"professional-subject-experts-grow-in-influence-as-trust-becomes-paramount","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/professional-subject-experts-grow-in-influence-as-trust-becomes-paramount\/21135\/","title":{"rendered":"Professional Subject Experts Grow in Influence as Trust Becomes Paramount"},"content":{"rendered":"\n

By Jimmy Pugh, Head of Client Strategy at<\/em> <\/a>re:act<\/em><\/a><\/p>\n\n\n\n

Influencer marketing has grown up a hell of a lot. The days of sticking a product in the hands of someone with a massive following and hoping for the best feel quite distant now, even if some campaigns still test that theory.<\/p>\n\n\n\n

The majority of brands are way more thoughtful about creator partnerships nowadays. The better campaigns tend to match the right person to the right job, rather than treating influence as one big bucket. Sometimes that means borrowing fame. Sometimes it means finding someone whose life, humour or daily habits make the product feel like it belongs there. The point is that creators are being chosen with more care, and audiences can usually tell when that care has genuinely been taken.<\/p>\n\n\n\n

There is another type of creator becoming harder to ignore: the working professional who also happens to be very good at making social-first content, and one who happens to be making a viable career via this in-demand and successful side hustle. They are answering questions people might once have taken to YouTube or Google, or during an appointment they kept putting off. Only now, the answer arrives in a TikTok or Instagram Reel that is quick, useful and usually a bit more entertaining.<\/p>\n\n\n\n

The expert has entered the feed<\/strong><\/h2>\n\n\n\n

The rise of the professional creator makes sense when you look at how people use social now. TikTok and Instagram are places where people solve small problems, seek out hacks, compare routines, understand products and decide whether something is worth trying – which is especially pertinent now we\u2019re in Q4 and as we head towards Black Friday and the holiday season.<\/p>\n\n\n\n

A water flosser is a decent example. A more generic lifestyle creator can obviously show how they use it as part of a morning routine – and that still works – but a dentist can easily explain how it fits into oral care properly, and the benefits it brings. They can show the technique, answer the obvious doubts and make the whole thing feel less like another product being pushed into the bathroom cabinet.<\/p>\n\n\n\n

It is similar to haircare. Someone can film a \u2018get ready with me\u2019 using hair fibres, and that content again has its place. But a barber using the product in a real shop, on real hair, could bring something else. The chair, the mirror, the tools, even the small talk or deep conversation. It feels familiar and genuinely useful, and it\u2019s through the eyes of a pro.<\/p>\n\n\n\n

That usefulness is where the trust starts to build. These are people who spend their working days dealing with the questions, regular doubts and small frustrations that audiences are trying to solve. Their advice feels grounded because it comes from real practice, not a neat caption built around a convenient product mention.<\/p>\n\n\n\n

Trust is becoming part of the creative idea<\/strong><\/h2>\n\n\n\n

Audiences have become much more aware of how paid partnerships work. People understand the rhythm of a sponsored post. They can feel when the product has been forced into someone\u2019s usual content.<\/p>\n\n\n\n

Professional creators give brands a way to make product content feel less forced, as long as the partnership feels rooted in what that person already knows, and the position they hold. When the subject naturally overlaps with their day job, the audience does not have to work hard to understand why they are talking about it. The recommendation has a reason to be there, with authenticity abound.<\/p>\n\n\n\n

The result is content that people are more likely to keep hold of. That gives expert-led content a potentially longer life than a post that only earns a quick few engagements before disappearing down the feed.<\/p>\n\n\n\n

For brands, that is especially valuable in categories where people tend to pause before buying. A product might look appealing in the feed, but audiences still want a bit of reassurance that it will make sense for them in real life.<\/p>\n\n\n\n

A professional creator can answer those questions with more credibility than a broad lifestyle creator, even when the lifestyle creator has a larger audience. The smart approach is to think about the whole funnel. There is still a place for names that deliver scale and fame, and for creators who bring personality, taste and entertainment. The professional creator adds depth at the point where someone is considering whether the product belongs in their routine.<\/p>\n\n\n\n

Brands need to loosen the grip a little<\/strong><\/h2>\n\n\n\n

Working with professional creators requires trust from brands too. A clear brief is still essential. The product messages need to be right. Any claims need to be handled properly. Nobody benefits from a creator freestyling their way into a regulatory headache.<\/p>\n\n\n\n

But once those guardrails are set, brands need to leave space for the creator\u2019s own judgement. These qualified professionals know their subject inside and out, and the good ones also know their audience. That\u2019s a potent combination. They understand which questions come up again and again – and often, that is where the best content is created.<\/p>\n\n\n\n

Over-polishing can kill the thing that made the creator useful in the first place. If a dentist suddenly sounds like a brand deck, the trust disappears quickly. If a barber is forced into a script that nobody would ever say in an actual barber\u2019s, the content starts to feel like an advert wearing a false toupee.<\/p>\n\n\n\n

People still want entertainment from social, but they also want substance. They want creators who can make things easier to understand without making the content feel dry. They want advice that feels practical, not patronising. It\u2019s not always the easiest balance to strike, but it\u2019s also not impossible to achieve if you know your brand and you know your product.<\/p>\n\n\n\n

As trust becomes more valuable, the people who know what they are talking about are becoming some of the most interesting voices in the feed – and this trend is only likely to head one way: upwards.<\/p>\n","protected":false},"excerpt":{"rendered":"

Influencer marketing has grown up a hell of a lot. The days of sticking a product in the hands of someone with a massive following and hoping for the best feel quite distant now, even if some campaigns still test that theory.<\/p>\n","protected":false},"author":26,"featured_media":21136,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-21135","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"\nProfessional Subject Experts Grow in Influence as Trust Becomes Paramount | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/professional-subject-experts-grow-in-influence-as-trust-becomes-paramount\/21135\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Professional Subject Experts Grow in Influence as Trust Becomes Paramount\" \/>\n<meta property=\"og:description\" content=\"Influencer marketing has grown up a hell of a lot. 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