We live in the era of “knowledge” influencers: what do we know about it?
Paradoxically, we learn more new information every day than any generation before us ever could, yet many people still have seemingly simple questions. Why do tides and floods happen? What’s going on in space? Why do we feel sleepy after drinking a lot of coffee? It might seem like we already covered many of these topics at school, but in reality, our understanding of the phenomena around us is quite limited.
Content creators have noticed this too—those who are hard to define precisely: science communicators and easy-to-understand knowledge sharers, now known as “knowledge” or “edu” influencers. Their popularity is growing every day, and we’re convinced this creates new opportunities for brands—so that’s exactly what we’ll talk about today.
Who are “knowledge” influencers?
They’re not necessarily scientists—more often, they’re simply curious people who’ve discovered their superpower: turning complex information into something engaging and “easy to digest.” They don’t care much about aesthetics or a polished lifestyle; instead, they find joy in the opportunity to reveal yet another mysterious aspect of the world around us to hundreds or thousands of people. In this way, they gradually become experts—whether in science, contemporary culture, human psychology, the internet, finance, or other niche topics.
The career path of a “knowledge” influencer is perfectly illustrated by UK-based content creator Adrian Bliss, who rose to fame for his humorous videos in which fragments of human history—from the Ice Age onward—are transformed into incredible stories, and what happens inside the human body becomes a reflection of modern society. This kind of content sparks curiosity to learn more about questions like “why did mammoths really go extinct?” or “how does cholesterol work in our bodies?” After reaching the peak of popularity—with nearly 2 million followers on Instagram alone—Adrian is now also a successful book author. His book The Greatest Nobodies of History was published by the legendary Penguin publishing house, and its launch tour attracted huge interest.
Why are they so popular?
“Knowledge” influencers have a power that’s especially valued today: they turn time spent online into something meaningful and useful. Audiences respond to this—after spending time with “knowledge” influencer content, we don’t feel like that time was wasted, and that’s a good feeling. This type of creator is part of a broader trend: the end of the era of overly polished content and hyper-curated aesthetics. You’ve probably noticed this trend too—we’d bet that at least one of your favorite creators has already launched a podcast or moved a large part of their content to Substack, a platform where it’s not random views that are monetized, but insights and knowledge that make you pause and think.
Which “knowledge” influencers do you recognize in Lithuania? The number of creators educating their audiences is constantly growing, so chances are you could name more than one who popularizes a specific field. Perhaps you’ve heard of Rugilė Matusevičiūtė, who has built her career around sustainability and won the affection of not only Instagram but also LinkedIn audiences. Goda Raibytė-Aleksa takes her viewers and readers into space, sharing cosmic news and curiosities through podcasts, Reels, and even her own book. As Lithuania’s political climate heats up, voices discussing politics are also finding their niche—the fastest-growing among them is Domantas Katelė. And then there’s fashion! We probably have the most voices in this field, with some of the best-known names being Deimantė Bulbenkaitė, who hosts radio shows and lectures, and sustainable fashion ambassador Aistė, @mondayjazz.
“Knowledge” Influencers and Brands: How to Find Common Ground
Interested in reaching new, highly engaged audiences with the help of “knowledge” influencers? Before offering an educational content creator a collaboration with your brand, there are a few aspects you’ll need to think through. The first—and probably the most important—is that this type of creator is selective. Having gone a long way to earn their audience’s trust, they choose partnerships very carefully, weighing every detail: whether the brand integration will create added value for their audience, whether the company’s activities align with their values, and whether the brand mention can be organically woven into their regular content flow.
The second aspect worth planning in advance is the scope and goals of the collaboration. The days when a one-off brand mention in a popular influencer’s account could generate six months’ worth of sales are coming to an end. So when setting goals for working with an educational content creator, focus primarily on building awareness and growing reputation. These outcomes are achieved most effectively when a partnership goes beyond a single post or a short-term campaign—long-term ambassadorships gradually increase audience trust and organically integrate the brand into the influencer’s lifestyle.
Finally, make sure your brief leaves enough room for improvisation and that you trust the creator you’ve chosen. Any overly direct advertising will stand out jarringly to loyal “knowledge” influencer audiences, so it’s best to give the influencer creative freedom to develop an idea that blends naturally into their content.
You Can Even Create a “Knowledge” Influencer
Haven’t managed to find a long-term ambassador who could represent your brand and educate your audience? No problem—you can create an influencer yourself. The Opal app, designed to boost productivity and combat screen addiction, rose to popularity thanks to TikTok star @olivia.unplugged. You’ll usually find Olivia standing by a classroom-style whiteboard, sharing tips on how to make peace with boredom, generate better ideas, or achieve your goals. She boasts nearly 400,000 TikTok followers and millions of views. There’s just one catch—Olivia wouldn’t be sharing her life wisdom with us if she weren’t an Opal employee. Her educational channel is a great example of organic brand communication that smartly taps into the boom of “knowledge” influencers.
