Tumblr is a comparative underworld when compared to social media titans like Twitter and Facebook, with a smaller userbase and intrinsic counterculture which you must master before you can pass muster. But if you’re willing to dedicate the energy, Tumblr is ideal for creative businesses looking to target the Millennial demographic. 

What is Tumblr?

Social network? No, it’s a mycelial network. It’s wholesome chaos. It’s the gay people in your phone. It’s your angle. It’s your devil. Tumblr is whatever you want it to be. 

Oh, and influencers? Don’t even go here. This is your space. Every video you find, every quote you reblog, every tag you curate, every waterfall GIF you secretly gaze at in wonder – that’s all you. You’re the explorer. We’re just a map you all keep making. Welcome home. Welcome to weird. Make it yours. 

Founded in 2007, Tumblr was created as a microblogging platform which was designed to be an informal counterpart to WordPress. Tumblr users create a blog, follow other blogs and create, like and reblog content. Its community features allow private messaging, like other social media sites, but users can also ask questions which show up on the blog as posts once the blog owner answers. 

This function has been successfully used by celebrities and companies to engage with their fanbase. Notable examples of successful Tumblr accounts include those by American actor Will Wheaton, British author Neil Gaiman, and fast food chain Wendy’s. 

Tumblr is most used in the United States of America, which accounts for 42% of its total traffic. Its next largest audience is from the United Kingdom which makes up 5.84% of users, which is a large margin of difference. This lack of diversity is carried over to its largest age demographic – Millennials make up a whopping 69% of users. This could soon change, however, as in 2022 61% of new users were from Gen Z. 

The anonymity functions of the site mean that minority groups have a large presence on Tumblr – particularly members of the LGBTQIA+ community. 

Like other platforms we have explored in this series, Tumblr supports a range of media uploads including images, videos and audio. Unlike other platforms, however, text-based posts also perform well on Tumblr. This is because the platform was initially created as a microblogging platform and blogs still make up the core of its content. 

How Can Tumblr Help Businesses?

If your main aim is to increase revenue, delete the app and retreat back to the safety of the social media giants which are designed around monetisation. If your main aim is to engage your userbase and build a community, cautiously approach. Because Tumblr is notoriously unmarketable. Yahoo bought the platform from its developers in 2013 for over $1.1 billion USD. When the site was most recently sold, from Verizon Media to Automattic, it reportedly went for $3 million USD. 

Attempts by its owners to monetise the site have repeatedly failed, and some of its most successful money-raising campaigns have been minor schemes like selling Tumblr branded shoelaces. That’s not to say you can’t generate any revenue from Tumblr. Post+ was launched in 2021 which enables users to tip bloggers for the content they produce. And it is a place to build brand awareness, which can help with conversion, but don’t expect Tumblr to become your new marketplace. 

Tumblr is ideal for creative businesses. Whether you produce quality blog content, videos or artwork, Tumblr can create a community for your products. 

How to Utilise Tumblr

Ready to take the plunge? Follow Squideo’s top five tips to get started on Tumblr and utilise it for your business. 

1. Make Your Mark

As Tumblr is a microblogging platform, it offers plenty of customisation options to make the blog your own. The blog page is fully customisable for colours and logos, there are HTML editing options, and you can even customise your domain name. Customising your domain name is particularly useful if you want your blog to be searchable outside Tumblr through search engines. 

2. Tag It

Tagging is vital in getting your content seen, and its become a practiced artform on other platforms due to character limits. Tumblr operates on a different level. Post tags are separate from the caption and has unlimited characters. Once you post, the tags are condensed to streamline user dashboards meaning your content will find its way to the right people without running the risk of annoying them by taking up screen space with a mountain of tags. 

There is a tagging etiquette on Tumblr, however, and its easy to alienate users by using tags which are irrelevant to your content. So tag considerately. 

3. You’ve Got Mail

If you’re going to Tumblr, you’re going for the community. And there is no better way to build a community then by enabling Tumblr’s messaging function. This allows users to submit questions (with an option to deliver anonymously), share posts to your blog and send direct messages (DMs). Depending on the product or service you are using Tumblr to promote, followers can use this function to give feedback, ask questions or even just shoot the breeze. 

4. Please Tip Generously

Introduced in 2021, Post+ enables users to link their blog to Stripe to collect tips from their followers. This is particularly useful for creatives who post original content like artwork, videos and music. This function is still relatively new to the site, so it remains to be seen how effective it will be in generating revenue for Tumblr users. 

5. Embrace the Chaos

Affectionately called a “hellsite” amongst its own userbase, Tumblr has a lot of quirks which is what has kept its loyal fanbase around for 15 years. From an April Fools Day prank which allowed users to send virtual crabs to the home screen of their mutual followers, to trolling Elon Musk by enabling users to buy multiple blue check verification marks, Tumblr knows its reputation and has leant into it. To succeed, you must take a leaf out of Tumblr’s playbook and embrace the chaos. 

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Hopefully, you found this installation of Have You Considered useful. And if you decided to join Tumblr, don’t forget to give Spotify a follow. 

Stay tuned over while we explore other underutilised platforms and find ways to make your brand stand out. And speaking of standing out, check out our portfolio! And, if you want to discuss how animated explainer videos can benefit your business, get in touch with the Squideo team today.