Tumblr: The attractive acquisition

Marissa Mayer has brought a great deal of change to Yahoo!, the most recent being the $1.1 billion acquisition of Tumblr.

Marissa Mayer has brought a great deal of change to Yahoo!, the most recent being the $1.1 billion acquisition of Tumblr.

Tumblr has what Yahoo! has long desired - a younger, more mobile-focused audience that spends three times longer on the social platform compared to any other social media site.

The deal could bring good news for brands and advertisers hoping to tap into this audience, however the big question on our mind is how Yahoo! will censor users from Tumblr's darker side. The adult content found on Tumblr will most certainly need to be addressed as they will struggle to find many brands happy to appear next to the explicit GIFs.

On paper this deal seems attractive for both parties, as Tumblr gains an experienced sales force that will quickly monetise the platform, whilst Yahoo! hopes to become the cool kid of social media. It will be interesting to see how this will change the social media platform. In a recent statement, Marissa Mayer reassured users about the changes to the site, promising "not to screw it up" - however, only time will tell.