In an age where a short TikTok video can reach millions within hours, while peer-reviewed research remains confined to academic circles, the role of the “expert” is being questioned—and transformed. Who shapes public opinion today? And more importantly, who is believed?

This is the core inquiry in Have Influencers Replaced Experts? by Léwis Verdun, published by Five Minutes. With clarity and precision, the book examines the rise of influencers and how they are changing the way knowledge is consumed, shared, and evaluated. Rather than pitting experts against influencers, Verdun proposes a more productive question: how can we make expertise accessible without sacrificing credibility?

Emotional Impact vs Scientific Authority

Why do people sometimes trust a lifestyle influencer over a licensed doctor? The answer lies not in ignorance, but in cognitive bias and emotional resonance. Our brains are wired to respond to stories, faces, and feelings. Influencers excel at delivering digestible, relatable content that triggers emotions—curiosity, fear, humor, hope.

Meanwhile, expert knowledge often arrives in dense, impersonal formats: long texts, charts, footnotes. It’s rigorous, yes—but often disconnected from everyday language. In this context, people don’t always reject science—they ignore it because they don’t feel included in the conversation.

Have Influencers Replaced Experts? unpacks these psychological mechanisms and explores how the emotional appeal of influencers creates a form of trust that, while fragile, is often more immediate than institutional authority.

Legitimacy in the Age of Algorithms

In the digital sphere, legitimacy is no longer awarded—it’s negotiated. It’s built not on credentials alone but on visibility, engagement, and relatability. Algorithms reward interaction, not accuracy. A self-proclaimed expert with 200K followers may have more influence than a PhD with 200 citations.

This doesn’t mean that expertise is obsolete. On the contrary, more and more professionals are stepping into the digital arena—doctors on TikTok, economists on YouTube, scientists on Instagram. They’re not abandoning their standards; they’re adapting their communication to meet the audience where it is.

The book shows how this new visibility can become a strength when it’s guided by ethics and clarity. Experts who engage online are no less rigorous—they’re simply more present, and therefore, more influential.

From Authority to Conversation

The shift from one-way knowledge transmission to interactive communication is essential. Today’s audiences expect dialogue, not dogma. The traditional “top-down” model of authority—where experts speak and others listen—no longer works on platforms designed for exchange.

Successful experts on social media often speak with humility. They acknowledge uncertainty, share their own learning process, and respond to questions. This does not dilute their credibility—on the contrary, it makes them more human, and more trusted.

Verdun argues that for experts to thrive in the digital age, they must master not just their field, but also the codes of storytelling and engagement. This is not pandering to popularity—it’s adapting to a new ecosystem.

Practical Toolbox: 5 Ways Experts Can Regain Influence Online

1. Educate, don’t lecture
Break down complex ideas into short, structured messages that inform without oversimplifying.

2. Show the human behind the expert
Personal stories, doubts, mistakes, and real-life examples foster connection and credibility.

3. Choose the right formats for the message
Use TikTok or Reels for short explainers, YouTube for in-depth content, and LinkedIn for professional thought pieces.

4. Collaborate with creators
Joint projects with trusted influencers can expand reach while reinforcing evidence-based content.

5. Promote critical thinking
Rather than telling people what to believe, give them tools to analyze, question, and verify information.

These strategies are not about sacrificing depth—they are about creating bridges between professional expertise and the platforms where public opinion is formed.

A New Alliance Between Knowledge and Narrative

The challenge is not to defeat influencers, but to work alongside them when possible—and to learn from their communication strengths. Experts who adapt to digital culture can amplify their impact and help raise the overall level of public understanding.

Léwis Verdun’s Have Influencers Replaced Experts? makes a powerful case for reinventing how we share knowledge in the age of virality. It reminds us that authority today must be earned not only through facts but through connection.

In the end, it’s not about choosing between popularity or precision—it’s about building a future where the two can coexist.

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