Unlike Twitter, Tumblr is a more traditional blogging platform given that texts here aren’t limited by a minimum number of characters. In addition to posts, images can also be published on users’ blog space. And while it may not have the same clout as other, more prominent social media networks, with some 230 million users worldwide, most of which are teens are young adults, the platform is nonetheless still full of potential for marketers. Tumblr is also a popular social media platform for companies in North America, and, due to the nature of its demographics, is especially well suited for more international audiences as well as campaigns aimed at younger audiences.
According to Tumblr founder and CEO, David Karp, the publishing platform was never intended to be a social network; however, this is exactly the route that the platform has taken over the past few years. Following this, Tumblr listened to its users’ wishes and introduced an instant messaging function, which enabled registered members to communicate with one another. As a user, one of the site’s main focuses is to share the entries of other Tumblr bloggers.
Another aspect Tumblr has in common with more conventional social media platforms is the fact that content and topics can also be labeled with hashtags, making these relevant posts easier to find. This feature makes it easier to spread high-quality content and increase the chances that an entry will go viral. In order to build up a network and publish target-group specific content, it’s first necessary, however, to acquire your own following of sorts. This can be done by posting relevant content, following users similar to the target group that you’re trying to reach as well as by sharing and communicating others’ content. The trick here is to come off as authentic and genuine as you can. This allows you to more quickly gain the trust and attention of other users.
➔ While not as prolific as Facebook, Twitter and Tumblr enable companies to reach younger, more media savvy audiences.