Last November Tumblr CEO David Karp announced that the social
network was now in the top 10 most
visited sites in US with a worldwide audience of 170 million
people, which was shortly followed by reports that Tumblr
had surpassed 'blog' as one of the most searched terms on
So what can Tumblr offer for brands? Tumblr is a blog-like
social network based on sharing content, and like Pinterest,
companies should use the platform as a tool for characterising
their brands rather than simply selling.
Audience wise, the platform receives
148 million monthly visitors in the key 18-35 demographic and
unlike the female dominated Pinterest,
Tumblr's gender split is 50-50. With users spending an average
of 89 minutes on the platform,
Tumblr is also the second most time consuming social network on
Niche is what really thrives on Tumblr, which benefits brands
who have strong links with particular lifestyles- such as Vans' snow sports range and
Modcloth, who specialise
in retro clothing. Note that both Vans and Modcloth focus on posts
which focus on the lifestyle their products link to, rather than
having a direct approach to selling their products.
Other brands, such as Wholefoods and Sephora, prefer to use the
platform as a social-based magazine which compliments their
products through high quality (and of course sharable) editorial
Overall, Tumblr is the ideal place to cultivate and nurture
existing customers, while helping to bring authenticity to the
brand's values. It may not be the one-size-fits-all platform which
Facebook and Twitter strive to be, but it could be the ideal place
to invest in should you want to expand on a loyal fan-base.
To discuss opportunities on Tumblr further, you can always get
in touch with us here.