Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for receiving a soft post authored by a user, the soft post including a content item and having a distribution associated therewith, the distribution including a selected group of users that are socially connected to the user, determining an interest level with respect to a content item of the soft post based on content items submitted by one or more users of the selected group of users, the interest level reflecting a likelihood that users of the selected group of users would be interested in the viewing the soft post, comparing the interest level to an interest level threshold associated with the soft post, and selectively providing user access to the content item of the soft post based on the comparing.