When it comes to user participation in online communities, the 90-9-1 rule highlights the stark imbalance in online engagement. 90% are consumers, 9% leave a comment here and there, and only 1% are creators. It’s a distribution that would make even the most uneven game of Monopoly look fair.
Stop hoarding and start creating!
The 90-9-1 rule explained
The 90-9-1 rule, also known as the Rule of Participation Inequality or the 1% rule, has been a long-standing principle in online community engagement. The original 90-9-1 rule, proposed by researcher Jakob Nielsen, stated that in online communities:
The 90-9-1 rule paints a fascinating picture of user behaviour in online communities. Imagine a bustling digital city where:
This rule sheds light on the varying levels of engagement we see across social media and online forums. From the quiet majority to the vocal minority, each group shapes the digital ecosystem.
From consumption to creation
I know the allure of endlessly gathering information, of filling your digital notebooks with the wisdom of others. But at some point, you’ve got to ask yourself: what’s the endgame here? Are you content to be a passive observer, watching from the sidelines as others shape the world with their ideas? Or are you ready to step into the arena and use all that hard-earned knowledge to make your mark?
I get it. Creating is scary. It means putting yourself out there and risking failure and criticism. Every creator, every influencer, and every thought leader you admire started exactly where you are now. They, too, were once just consumers, devouring information like it was their job. But then something clicked. They realized that actual growth comes not from what you take in but from what you put out.
Start small, but start now. Take one nugget of wisdom from your overflowing knowledge base and turn it into something tangible. A blog post, a YouTube video, a tweet thread. It doesn’t have to be perfect; it just has to be out there. Because the moment you hit publish, you’re no longer just a collector. You’re a creator.
Whenever you share your unique perspective and add your voice to the conversation, you’re not just growing as a person – you’re making a difference. The internet is a noisy place, but it needs your signal. It needs your hard-earned insights and your unique blend of experiences and knowledge.
Use your carefully curated wisdom by sharing your unique insights and experiences through blog posts, videos, or social media. The world is waiting for what you have to say. All you have to do is start.
How to consume less and create more
Your notes and ideas become real when you start creating. The below video by Tiago Forte teaches you how to stop hoarding information and start making things people care about.
Becoming a 1% creator
Ready to join the ranks of the creators? Roll up your sleeves and dive in with these actionable steps:
1. Find your niche
2. Develop your personal brand
3. Master content creation skills
4. Create consistently
5. Engage with your audience
6. Analyze and adapt
7. Network and collaborate
8. Stay informed and evolve
9. Provide unique value
10. Leverage multiple platforms
Becoming a content creator is a marathon, not a sprint. With hard work, creativity, and a willingness to adapt, you’ll be well on your way to joining the ranks of the 1% creators.
Updates about the 90-9-1 rule
Recent research suggests that the 90-9-1 rule may no longer accurately reflect current participation patterns in online communities.
Updated engagement patterns
Recent studies indicate that engagement levels in online communities have evolved beyond the traditional 90-9-1 distribution:
Factors influencing higher engagement
Several factors may contribute to the shift towards higher engagement levels:
Implications for community management
The evolving engagement patterns have important implications for online community managers and marketers: