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If you’re a brand on Tumblr — or just interested in where social and digital platforms are headed — keeping up with the news is a nearly daily requirement. Here’s a quick update on the latest about Tumblr, including Verizon’s announcement that it would buy Tumblr’s parent company, as well as some ways to leverage it now.

If you’re a brand on Tumblr — or just interested in where social and digital platforms are headed — keeping up with the news is a nearly daily requirement. Here’s a quick update on the latest about Tumblr, including Verizon’s announcement that it would buy Tumblr’s parent company, as well as some ways to leverage it now.

Who should have a Tumblr account? There are definitely some advantages for the brands that use it well. Nescafé is a great example. They were able to take an inexpensive supermarket brand and make it look upscale, friendly and totally tasty on Tumblr. The results were so successful that the brand credits its Tumblr strategy with increased sales, in addition to brand awareness of Nescafé.

But it’s not all traditional branding and sales — Tumblr has maintained its irreverent side too. The ease of use makes it a ripe platform for creating a tone of voice and building a following. One example is the Stay Out Of My Namaste Space, sort of an “overheard” blog of silly and often over-entitled things people say here in Boulder, where our agency is based.

Two types of companies that can, and should, capitalize on those examples:

  • Brands with a core audience of people 35 and younger, still the key Tumblr users. They are the most desirable consumer demographic right now. And most users — 78 percent — access Tumblr on mobile devices, which are increasingly necessary for engaging fans and consumers.
  • Brands that offer products that can really spark creativity — food and fashion in particular are really powerful presences on Tumblr.

What’s next?

Tumblr’s future is definitely a hot topic of conversation. And, like all conversations, reliant on the voice of those talking about it. Such as the IS THIS THE TUMBLR APOCALYPSE? on Seventeen Magazine’s website.

It’s not just the youthful fans who are speculating about Tumblr’s future. Verizon’s announcement that it would acquire Yahoo’s operations throws the future of Yahoo’s popular Flickr and Tumblr into question.

Major changes are not on deck in the short term — Verizon says it will keep the services going as separate concerns. But it’s certainly something brands need to be thinking about, particularly in terms of their long-term strategies and investment.

Max Morganfield

Max Morganfield

Max came to digital marketing in 2013 with a passion to help brands adapt to the quickly-growing digital space. As a Data Strategist, he's interested in working with clients to optimize their cross channel experience for customers. On any given day you’ll find him digging into the numbers, but he’s always looking for creative solutions to brands’ challenges.
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