Evan Shapiro and Shira Lazar announced the Affinity 100 Creator List, highlighting niche influencers in the digital space.
On September 14, 2026, media executives Evan Shapiro and Shira Lazar launched the Affinity 100, a new creator power list showcasing a diverse group of influential creators. This announcement, made at IBC 2026 in Amsterdam, shifts the spotlight from mainstream power players to niche creators, emphasizing engagement over sheer numbers.
According to The Hollywood Reporter, the Affinity 100 prioritizes creators who cultivate smaller yet highly engaged audiences. The list marks a departure from traditional rankings that focus primarily on followers or earnings. For instance, while recognizable names like MrBeast and Charli D'Amelio are included at positions 85 and 100 respectively, the top spots are dominated by creators less known to large audiences. Blair Imani, a prominent author and educator, secures the No. 1 position, followed closely by cookbook author B. Dylan Hollis and baker Ash Baber.
Evan Shapiro and Shira Lazar noted that many industry lists often feature the same big names, leading to frustration among creators. In an interview, Lazar expressed the need to assess influence through various metrics rather than relying solely on popularity. Shapiro reinforced this idea, noting that nano creators can generate three times the engagement rate compared to macro creators, influencing 75% of brands currently choosing to partner with smaller creators. This trend demonstrates a growing recognition of the impact these niche creators have in the digital ecosystem.
The Affinity 100 list is designed using a rubric developed by Shapiro and Lazar, where social shares, likes, and comments are weighted and aggregated. Shares are given twice the weight due to their potential for fostering deeper fan interactions. The report suggests a fundamental shift in how brands and marketers should evaluate creator partnerships, as emphasis on engagement becomes increasingly vital in a landscape where legacy media is being disrupted.
The goal is to create opportunities for emerging creators while encouraging brands to look beyond the top 1% of influencer names. Lazar expressed hopes that this list will inspire new creators by showing them the diverse avenues available in a rapidly changing landscape.
The Affinity 100 is intended for a range of stakeholders, including brands, marketers, and content creators, as they navigate the current influencer landscape. Shapiro highlighted the importance of understanding engagement metrics to inform brand strategies and form beneficial partnerships. He encourages brands to consider the cost-effectiveness of engaging with creators who may have smaller audiences but are capable of generating significant interaction.
This shift towards valuing engagement over sheer reach aligns with industry trends that recognize the importance of community-building in the digital space.
As brands and marketers review the trends set forth by the Affinity 100, it may lead to a broader re-evaluation of how influence is measured in the digital creator economy. The approach taken by Shapiro and Lazar might stimulate new conversations about the criteria for success in influencer partnerships, potentially encouraging both emerging and established creators to engage with their audiences in more innovative ways.
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