5 Reasons Tumblr Is a Good Bet for Social Media Marketers
Tumblr is a unique social network…or is it a unique blogging platform? I’m not really sure, but that’s part of its beauty.
Tumblr allows a creative flexibility that brand marketers can’t find on other networks, and the platform enables that creativity in an impressive way. This is a focus that the network has held true to since being purchased by Yahoo.
As a creative canvas, Tumblr empowers brands to tell their story unconstrained by text or cookie-cutter pages. – Marissa Mayer, CEO of Yahoo
Tumblr has over 209 million blogs, with more than 95 billion posts to date, and has attracted some of the biggest brands in the world.
What is it that has so many brand marketers turning to Tumblr? Here are five reasons the network is so appealing.
1. Tumblr Encourages Creative Storytelling
According to an Ipsos Content Ingestion Study, Tumblr boasts the #1 sentiment of any social network. Tumblr even says that 95% of users who follow a brand will recommend them to others.
This is a core competency of Tumblr, and it’s where brands are able to find success that they might not on other networks.
The brands that do the best on our platform are the ones that show up as creators and as advertisers. The ones that want to show up and engage with the community versus broadcast to them – the ones that want to show up and earn that versus buy that… – Lee Brown, Global Head of Brand Partnerships for Tumblr
This has proven true for brands like Coca-Cola, Sprite, MTV, and Tiffany & Co. which all create engaging experiences, and have seen high levels of engagement as a result.
2. Tumblr Allows Crazy Customization
Most social networks allow limited customization. Users can change header images and some specific components of their profile, but the opportunity is limited beyond that. Tumblr breaks this mold, offering hundreds of free and premium themes, as well as fully customizable HTML editing. This gives brands the ability to tailor their story to their particular audience, and create a completely unique experience.
According to Brown, roughly a third of the brands using the network take advantage of the customization features. The rest choose to utilize one of the themes that Tumblr supplies to tell their story.
3. Tumblr Posts Have Longevity
In our Q3 2013 study of the Interbrand 100 on Tumblr, we found that 29% of reblogs on Tumblr posts took place more than 30 days after the post was published.
4. Tumblr Ads Have Amplification
As a social media marketer, it’s important to think holistically when considering a social network. This means focusing on owned, earned, and paid opportunities. Tumblr provides brands with an incredible opportunity when it comes to advertising.
The average post on Tumblr is reblogged 14 times, but the average sponsored post on Tumblr is reblogged 10,000 times. – Marissa Mayer
This ties back in with the sentiment towards brands on the network. Tumblr users are receptive to brand stories. This is due, in part, to the nature of the network, but also to the focus on interesting and quality content.
5. Tumblr Makes It Easy
If you have a Tumblr blog, you can post almost any type of content, from anywhere. Tumblr enables users with a mobile app, desktop function, and even email. It also keeps the interface simple and free of complexity, which has proven attractive to users, giving the Tumblr audience more time browse the network.
According to Tumblr founder and CEO David Karp, Tumblr users spend 14 minutes on the site per visit, longer than other major social networks.
It’s very different behavior. People come here for same reason they turn their TV on when they come home at the end of the day…It’s something to do before checking your email, it’s a chance to go and see stuff you enjoy, let’s you escape from the real world. And that media experience is one that ends up consuming a fair bit more time than just the amount of time you spend checking your friends updates on Facebook or Twitter or Foursquare. – David Karp, CEO of Tumblr
This is a core competency of the network, and one that brands in particular should pay attention to. Users specifically log into Tumblr searching for entertainment. This means more receptivity to branded content, as long as it’s entertaining and unique.
Tumblr can be a valuable network for any creative brand, and makes it easy to get started. Has your brand found success on Tumblr? Let us know your favorite Tumblr tips in the comments below.
I lead marketing for Simply Measured. Recovering journalist. My team is embarrassed of my hilarious jokes. Firm believer that the best marketers are the best storytellers and the best storytellers use the best data.