Should you be on Tumblr?

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 Google.

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 the web.

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 content.

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.

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