Embodiments are directed towards managing messages based on generated interest clusters. A message may be analyzed to determine one or more interest clusters associated with the message. The message may be automatically sent to members within the determined interest cluster(s), or if no members are in the interest cluster(s), to those identified in the sender's contact list. As recipients of the message respond to the message, the membership to the interest clusters may be revised. Responses used to revise the membership may include forwarding, reading, ignoring, or deleting the message. Subsequent revisions to the membership may be made based on responses to subsequent messages sent to the members of the interest cluster. Display of the message may be in a rank order based on a determined hop distance for the message. Third parties may use the interest cluster and/or sneezers to direct advertisements, or the like.