Around 2006, Jakob Nielsen web usability consultant and human–computer interaction researcher, observed a pattern of online community behavior and proposed the 90-9-1 rule, also known as the participation inequality rule, to describe it. It states that 90% of users online are "lurkers," who consume content but rarely contribute, 9% contribute occasionally, and the remaining 1% do the heavy posting.
The small part that chooses to share their thoughts online may feel comfortable doing so for various reasons. One of them is the moral courage that anonymity online offers. It’s no secret that cyberspace provides a blanket of anonymity, which can boost the bravery of social media users.
Psychologists also suggest that people choose to share their thoughts, beliefs, and experiences online to socialize and connect with others. Since human beings are wired for connection and socialization, social media can provide them with a platform to find others who have the same interests. Posting can be a way to maintain that connection with others, which can give individuals a sense of belonging and camaraderie.
For some people, social media is an outlet for creativity, which encourages them to post online as well. Sharing their talents and the things they love can be freeing, as finding an outlet for creativity reduces stress and negative emotions, fosters personal growth and confidence, enhances social connections, and improves mental well-being and productivity.
At the same time, posting online can become a distraction from all the things that are happening in the world. Social media can be entertaining and simultaneously offer a respite from reality, which we all need from time to time.
When times get especially hard, people can also turn to social media for emotional support and coping. Posting about our struggles can be a way to vent, receive sympathy from others, which helps us to feel less alone. This can be a huge source of comfort for some.
There are also those people who simply seek validation and attention from others, which social media can deliver in abundance. Likes, comments, shares, and followers can make some individuals feel valued and recognized. In today’s society, where success is often linked with social media presence, people want to belong and be a part of the crowd.
Younger people in general seem to feel more comfortable with sharing their opinions online, as one study has shown that 55% regularly post about their opinions on social media, while 71% said they feel more confident now than ever posting about causes they are passionate about.
When asked what gives them the courage to do so, 78% said they see others sharing their views, which empowers them to do the same. 50% believed they should be free to post whatever they want on their social media accounts, while 47% agreed it’s crucial to share their opinions to help the causes they care about. Lastly, 32% said it’s easy for them to share their views online in creative ways and engage with others of the same opinion.
