Teaching money stuff online: social media economists and the reconfiguration of epistemic authority in the financialised society

Knowledge influencers, such as YouTuber mathematicians and TikTok veterinarians, have appeared as a distinctive genre of social media experts. Integrating theories of social epistemology with communication research, this paper examines how a new subcategory of knowledge influencers, whom I call social media economists, redefine epistemic authority by discussing cutting-edge, complex topics in economics and finance through engaging videos. Based on content analyses of the account @Lindsay(小 Lin 说) and focus group interviews with its followers, this research reveals the shifting locus of epistemic authority, underpinned by algorithmic visibility, stylistic fluency, and audience engagement. As public demand for accessible financial literacy grows, social media economists have become prominent sources of knowledge. However, their epistemic approach is often constrained by platform logic and lacks critical insight or reflexivity. This study enriches influencer research from an interdisciplinary perspective, underscoring its dualistic implications for business, finance, and everyday economic life.