Our editorial focus
Who we feature
We look for creators who are becoming a reference point in their subject: someone people turn to for an explanation, a recommendation or a way of seeing things they hadn’t considered.
A creator might teach, entertain, document or make things. Some have worked in their field for decades; others are learning in public and taking their audience with them. We’re interested in people whose work gives us a reason to keep watching what they do next.
Knowledge built through doing
Experience shows in the details. A gardener can explain why a crop failed, as well as show a successful harvest. A developer can talk through a decision that didn’t work. We value people who share enough of the process for others to understand it, including the difficult parts.
A distinct point of view
You might recognise an illustrator’s drawing before you see their name, or follow a film reviewer because their taste keeps surprising you. We look for that individuality. The work should tell us something about the person making it.
A following with something in common
A useful answer, a lively disagreement, someone returning to share what they tried: these exchanges can say a lot about an account. We’re interested in the relationship a creator has with the people following their work, and the part they play in that community.
Room for the overlooked
An audience can be deeply involved in a subject that rarely makes headlines. We’re as interested in the person explaining a skilled trade or documenting their local wildlife as we are in a new voice in beauty or sport. Our job is to make that world interesting to someone arriving for the first time.
What “under 100K” means
Our profiles focus on creators with 10,000–99,999 followers on their featured account on Instagram, TikTok, Snapchat, YouTube or Twitch. A creator may have a larger audience on another platform. The number defines the scope of the collection; it doesn’t decide whose story is interesting. No one is ranked against the other people in their category, and inclusion is never sold.