The next big creators will be experts

In a surprising turn of events, experts are emerging as the next big creators in the digital landscape. This shift is a direct reaction to the saturation of confident, polished content that dominates our feeds. The most successful creators today are those who have dedicated decades to studying their subjects and have earned the trust of their audience through years of research and firsthand evidence.

Take, for instance, Irish Nigerian author Emma Dabiri, who captivated millions with her insights into the language of race. Or Clare Rewcastle Brown, a British journalist who broke the 1MDB scandal in Malaysia from a spare room, with her story ultimately leading to the imprisonment of the Malaysian prime minister. Neither of these women sought fame, but their expertise and dedication have propelled them to the forefront of the expert economy.

The expert economy, as I like to call it, is a new paradigm where the most valuable voices are those who have spent their lives honing their knowledge and skills. Trust in news has plummeted to 37%, the lowest it's been since 2015, highlighting the growing demand for authentic, well-researched content. So, when choosing an expert to endorse, look for signs of long-standing passion, willingness to engage in lengthy discussions, a commitment to providing footnotes and sources, and a reluctance to agree with everything. These are the qualities that will ensure the expert economy explodes in the coming years.