In today’s creator economy, influence is no longer driven solely by aesthetics or entertainment. 

A new wave of creators is rising: intellectual influencers, with authority built on insight, expertise, and credibility. From TikTok to Instagram, they’re turning social platforms into digital classrooms, and reaching millions through education-led content.

What is an 'intellectual influencer'?

Intellectual influencers gain trust through knowledge rather than popularity. They simplify complex ideas, break down research, explore history, science, culture or economics, and translate expertise into accessible, engaging formats. They are the intersection of education and entertainment, blending depth with platform-native storytelling.

What is driving their growth?

• Value for education: Audiences, particularly Gen Z and Millennials, increasingly value educational content, with 78% preferring creators who share expert-led insights over pure entertainment.

• Need for knowledge: Expertise is no longer confined to the classroom; short-form video and social platforms now democratise learning and can reach audiences wherever they are. 74% of students now use educational influencers for academic support, with nearly a third engaging daily.

• Trust & credibility: In an era of misinformation, creators who prioritise accuracy and evidence are gaining loyalty and influence.

What content formats do they use?

Intellectual influencers have seen success through a content mix including:

• Explainers to break down complex topics
• Myth-busting content grounded in facts
• Study, career and productivity guides
• Deep dives via long-form video or carousels

These formats make learning shareable, relatable, and engaging.

Influencers leading in this space

There are several influencers who are leading the charge with educational content.

Jack Edwards creates content centred on books, culture, and learning, best known for his long-form YouTube videos that champion critical thinking and reflective analysis. His work explores literature and big ideas in an accessible yet thoughtful way, appealing to audiences who value depth, curiosity, and intellectual discussion.

Mia McGrath focuses on politics, finance, and social issues, translating complex current affairs into clear, digestible content for Gen Z. Her approachable style makes traditionally dense topics feel relevant, engaging, and easier to understand for younger audiences.

Max Klymenko shares career, business, and education content across TikTok and YouTube, using explainer-led formats that are both engaging and practical. His content offers relatable guidance, helping young people navigate education and early career decisions with confidence.

‍Clem Wade creates educational comedy and commentary that combines humour with sharp social and cultural insight. By blending entertainment with thoughtful observation, he makes complex or serious subjects more approachable for audiences who enjoy learning through wit and personality.

Why are brands investing?

Brands are increasingly partnering with intellectual influencers to build trust, credibility and meaningful engagement. Research shows thought leadership content strongly correlates with audience consideration and confidence, while educational content continues to be one of the fastest-growing categories across platforms. 

At Battenhall, we’ve seen strong results from working with intellectual influencers across our ambassador programmes. These partnerships have helped us effectively reach Gen Z audiences with educational, practical content, from budgeting and money saving guidance to support with navigating university life, driving meaningful awareness and high engagement levels.

What’s their impact?

Intellectual influencers go beyond entertainment; they influence how audiences think, learn, and make informed decisions. Through educational, insight-led content, they break down complex subjects, build understanding, and provide practical takeaways audiences can use in everyday life. This creates deeper trust and long-term credibility, with followers turning to these creators for guidance rather than inspiration alone.

For brands, this unlocks the opportunity to shift from one-off sponsorships to meaningful knowledge partnerships. Working with intellectual influencers allows brands to align with trusted educators, embedding brand narratives naturally within value-driven content that supports learning, consideration, and informed choice.

Planning ahead

As the lines between education and social media continue to blur, intellectual influencers are set to play a defining role in the future of content. Trusted, informative and culturally relevant, they represent a shift toward influence built on substance, not just visibility.

‍For more examples of our influencer work at Battenhall, have a look at our case studies here. And to learn how our team can help with your influencer strategy, visit our website or email hello@battenhall.com.