Regarding to Potential Payouts

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So, I've been a member of the steem community for a couple of days now.  I must say, I enjoy the experience a lot.  I am a little confused still on how this works exactly.  I noticed that many people's potential payouts may range between $1-$70 that I've seen so far.  How is that even accumulated? 

I'll make a post and may get a few cents so far and potentially build from there but then I'll also have posts where people will upvote but potential payouts remain at $0.

Can someone please explain how the potential payouts work and how it is accumulated.

Regarding to Potential Payouts | Ecency