Community Building via the 1-9-90 Model
Exploring Participation Inequality
gm,
Today’s newsletter will dive into a powerful framework for community building known as the 1-9-90 model.
We’ll explore how the 1%, 9%, and 90% function in your community, the role of proper communication, and the dangers of ignoring the 9%.
Let’s break it all down and discuss how to leverage these insights for sustainable community growth.
Today at a Glance:
How the 1-9-90 model applies to Web3 community building and why it matters.
Why the 9% is the glue that holds your community together.
How strategic communication can keep your community engaged and growing.
The 1-9-90 Framework
The 1-9-90 rule is a fundamental model for understanding community participation.
1% are heavy contributors: They originate the content, craft the ideas, and guide the community’s actions.
9% are intermittent contributors: They occasionally create or engage via replies, repurposing content, or other methods to help amplify & distribute narratives.
90% are lurkers: They consume content but rarely contribute or engage actively.
Every large community - whether it’s crypto-native, online, or IRL - follows the same pattern → Most users hang back, watch from the sidelines, and rarely participate.
It’s always a tiny minority that produces most of the content and keeps the system running.
This is what we call participation inequality.
Here’s where it gets tricky: This imbalance can give you a distorted view of your community, as frequent contributors often have different perspectives from those who post less. And without hearing from the silent majority of lurkers, you’re only getting part of the picture.
The importance of this model is clear: Each group plays a critical role in the community’s growth. All of these groups are important. In isolation, they all slowly die.
However, most marketers focus on the 1% (creators) and 90% (consumers), ignoring the 9% who act as the bridge.
Why the 9% Matters
The 9% are the key players that connect the 1% with the 90%.
They are the ones who distribute news, translate complex ideas, evangelize a project, and - most importantly - help bring onboard the 90%.
Without the 9%, your project risks becoming too disconnected from the broader community.
When the 1% and 90% don’t align, chaos ensues, and you’re left with a community that feels disconnected and frustrated. A story web3 projects know all too well.
The 9% are the advocates and storytellers.
They provide stability, long-term commitment, and - at times - much-needed energy and excitement.
They take the complex and make it digestible. They take the boring and make it fun.
Misalignment and Communication Challenges
Effective communication with both your 9% and 90% is vital.
In Web3, we’ve all seen it:
Community Member: "Wen grants, wen partnerships, wen marketing push"
Team: "We’re focusing on product above all else"
In large communities, misalignment often arises between the builders (1%) and the general audience (90%). This happens because the 9% - i.e. the people who provide feedback and distribute news - get sidelined or, even worse, become unappreciated.
And when the 90% feels disconnected, frustration grows. This is why strategic communication is essential at every stage of community growth.
But with the right approach, you can shift the conversation.
Instead of a dismissive response, engage. Here’s an example:
“We value your efforts and take community feedback to heart. Join the conversation on our Discord, where team members are actively engaging with the community. We’d love to hear your thoughts and keep the discussion going."
This response not only acknowledges the individual but invites them to stay engaged.
Building a Sustainable Strategy
To build a healthy, thriving community, focus on:
Accurately identifying who are the 1%, 9%, and 90%.
Engaging the 1% and 9% to work together and stay aligned.
Seeing who is shifting from 9% to 90%? And from 90% to 9%? And - most importantly - WHY?
Recognizing that the 9% can be your most valuable long-term assets for community growth and sustainability.
A well-balanced approach ensures that even when market sentiment shifts, your community stays strong and cohesive.
Key takeaway: The 9% are your bridge to long-term success. Cultivate them. Keep them engaged. Align them with your vision.
For more insights on the 1-9-90 model and its impact on community building, be sure to check out Jakob Nielsen's article and Ivangbi's recent thought piece.
Till next time. 🫡
banger
best article yet