Online content creators are not all created equal

Francois Pétavy, Joel Cere and Yannig Roth

While consumer participation online has increased, the creation of original content is still scarce and it can be difficult for marketers to get online consumers to create for brands rather than around them.

Online content creators are not all created equal

Francois Pétavy, Joel Cere and Yannig RotheYeka

Consumer segmentation by creative ability

The majority of the online population is not actually creating content, they are just consuming it with greater or lesser involvement. Back in 2006, Jakob Nielsen introduced the participation inequalitytheory that stated that most users of a web community did not participate in content creation, preferring to lurk in the background, while a tiny minority of more vocal and creative users (1%) accounted for a disproportionately large part of the activity. This theory was often anecdotally cited...

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