For years, talking about digital creators meant talking about millions of followers, large advertising campaigns, and viral trends. However, the recent controversies surrounding some top profiles and the so-called “fall of the influencers” have highlighted that social media influence is changing and goes far beyond mere popularity.
A Morning Consult study reveals that users’ trust in these celebrities fell five points over the past year. In response to this, the CEAC center for job training launches “#NoHayOficioSinCEAC,” a new cycle of talks that aims to bring students and the general public closer to people who are influential because of their training and experience in different fields.
The crisis of the influencer as we know them does not necessarily imply a crisis in opinion leadership. In contrast to the drop in audiences on large accounts, specialized influencer communities—known for what they know—are growing. Doctors and pharmacists who provide health and wellness guidelines, musicians who share their creative process, veterinarians who recommend healthy diets for our pets, or illustrators who explain how they use certain tools to draw in digital format all succeed because they add value: they provide information and lessons or inspire others to follow in their footsteps.
Valuing Vital Role Models
Aware of these two parallel realities, CEAC’s project seeks to value genuine vital references by presenting profiles who reached their standing thanks to outreach. Digital personalities who first trained and developed a profession and, from that starting point, became influential content creators and motivators.
Recent research on the phenomenon, such as studies published in the “Journal of Marketing Communications,” points precisely to the value of specialization. The academic study, published in 2026, reflects on experience, trust, and authenticity as decisive factors for digital role models.
Another report, compiled after comparing various internet personalities from different fields and published in “Telematics and Informatics,” contrasts popularity with real influence and emphasizes that leadership of opinion is more important when you are being influenced. CEAC’s project aims to focus on these latter and give them global visibility through relaxed talks in which they will discuss their work and their career.
“At CEAC we have been training professionals for over 80 years. This cycle puts a name and a face to every vocation. Bringing the day-to-day of the professions closer to those who dream of entering them is motivating and necessary,” explains Lidia Bao, head of Branding at CEAC and the force behind the cycle of encounters of “#NoHayOficioSinCEAC.”
