1. A computer-implemented method comprising: identifying a user based on user-provided information or user activity; determining the user's sharing activity; identifying a user type based at least in part on the user's sharing activity and associating the user type with the user, wherein the user type is one of two or more user types related to a frequency of the user's sharing activity including a frequent sharer type and an infrequent sharer type; and customizing and providing for display one or more of a content item and modifying an annotation indicating popularity and associated with the content item displayed to the user to change the visual impact by modifying one from the group of location, color, size and animation of the annotation based at least in part on the user's user type.