Of all the social networking platforms that have emerged over the last 10 years, Tumblr has remained somewhat of a mystery for avid social media users, businesses and marketers alike. Launched in 2007, interest in the highly visual microblogging platform spiked when Yahoo acquired the company in mid-2013, but the functionality, purpose and potential of Tumblr continues to evade many that would highly benefit from the website.
With more than 300 million monthly unique visitors, 213.6 million registered blogs and 97.6 billion published blog posts, Tumblr is the 15th most visited website in the United States with the average Tumblr user visiting 67 pages per month. While many of Tumblr’s users are under the age of 25, brands like The Standard Hotel, Holiday Inn and Whole Foods have discovered that Tumblr can be an effective tool for marketing original content and for gaining a loyal following online.
If you’re looking to explore a different social network and want to zero in on content marketing for the New Year, here are three reasons why you should strongly consider spending time on Tumblr.
Control Your Narrative
Tumblr is a blank slate, so brands have the opportunity to design and populate their profile/blog however they see fit. Companies have the power to brand their blog as much or as little as they desire, though users tend to respond better to companies that let the content speak for itself.
All Content Is Welcome
Want to share a single photo and a cool quote? That’s welcome on Tumblr. Need to share a 600-word-long blog post? That’s welcome on Tumblr, too. Tumblr is unique in that multiple forms of content from text to GIFs and videos are supported, so whether you want to simply reblog other images of issue press releases to your customers, it will never be out of place on your Tumblr page. Even Instagram uses Tumblr as their primary blog to communicate with their followers.
Blogging and Engagement Rolled Into One
Tumblr has stiff competition from Wordpress when it comes to blog hosting, but Tumblr’s social networking element gives the site a major advantage. Tumblr is just as much of a discovery platform as it is a sharing platform, so brands that develop and communicate with their Tumblr followers will have a greater chance of having content shared and reblogged.
Tumblr takes time to master and it’s not for every business, but if you have a visual product, a strong company culture and a clearly-defined vision, Tumblr could be a great tool for exploring another side of social media.