A machine for content-feedback-based machine learning to incent online content creation. The machine accesses a relevance value that identifies a level of relevance of a content item to a user. The content item is created by a content creator. The machine generates, using a machine learning model, a feedback sensitivity score associated with the content creator. The machine generates, based on the relevance value and a product between the feedback sensitivity score and a likelihood of the user providing a feedback signal in relation to the content item, a ranking score for the content item. The machine causes display of the content item, based on the ranking score, in a user interface of a client device associated with the user. An input pertaining to the content item received via the user interface causes improvement of the machine learning model based on updating the one or more feedback features.