The 1/9/90 theory, also known as the 1-9-90 rule, describes participation levels within online communities, specifically on social media and review websites.
Understanding the 1/9/90 Rule
This model suggests a distinct pattern of user engagement:
- Creators (1%): A tiny fraction of users, only 1%, are the active content creators. They generate posts, articles, videos, reviews, or other original content.
- Editors (9%): Around 9% of users participate more actively than mere observers. They interact with the created content through actions like commenting, liking, rating, or sharing, essentially refining and circulating the material.
- Lurkers (90%): The vast majority, a whopping 90%, are passive users who primarily consume content. They read, watch, and browse without actively contributing.
Breakdown of the Theory
| User Group | Percentage | Activity |
|---|---|---|
| Creators | 1% | Actively generate original content |
| Editors | 9% | Interact with content, comment, rate, share |
| Lurkers | 90% | Observe without participation |
Practical Implications
The 1/9/90 rule helps in understanding and planning for:
- Social Media Engagement: Knowing the distribution helps set realistic expectations for user participation. Don't anticipate a huge wave of creators; focus on supporting and engaging the small percentage who are contributing.
- Content Strategy: Focus content creation on what the 1% will find engaging and that the 9% will feel compelled to share and discuss, indirectly reaching the 90%.
- Community Building: Don't measure success solely on the number of posts or comments. A thriving community can exist with a small group of active contributors and a much larger group of engaged observers.
- Platform Design: Consider features that cater to all three groups, making it easy for creators to post, editors to interact, and lurkers to access content.
- For Creators, platforms need robust posting and content management tools.
- For Editors, it must be easy to like, comment, and share content.
- For Lurkers, the interface should be easy to navigate, and the content should be easily accessible.
Important Considerations
It's crucial to acknowledge that this is a generalization and may vary depending on the platform, the topic, and the overall community. However, it provides a useful framework for understanding user dynamics online.
