A Guide to Marketing on Tumblr

Have you established a brand presence on the blogging platform Tumblr? If not, you should consider the opportunity of tapping into an exciting platform where there is a chance that people already are talking about you. Tumblr boats 24 billion posts and 59 million blogs, which are numbers that continue to rise every day.


Tumblr’s functionalities

Tumblr’s functionalities can be compared to those of Twitter; follow other users and see their posts in a feed on your so-called Dashboard, get re-blogged by others for a viral spread of your content, send messages to other bloggers and tag your posts for the ability of other people to find your content through a search function. Thanks to these functions, Tumblr has a social structure that allows you to connect with your target group on a level that can be hard to achieve on other blogging platforms.


Set a strategy

As with any other social platform attended for marketing, you should set up a strategy for your brand’s use of a Tumblr blog. Point out whom you are trying to reach and how Tumblr can help you reach them.

Tumblr’s analytics are not providing as good insights as those for blogs such as WordPress. For my Tumblr blog, I use Google Analytics which give me more valuable metrics. You can establish a number of followers and re-blogs you would like to achieve, though Tumblr is a platform where you mainly should focus on creating quality interactions and measure individual success stories. So, set a mix of qualitative and quantitative goals you would like to meet.


Become a valuable asset

Tumblr is not a place for your newsletters to be presented or where you shamelessly promote your products or services. You are promoting a lifestyle.  You are promoting links and visual content such as videos, gifs, audio clips and images that will interest your audience. Share unique content based on a lifestyle branding mentality. Your success will largely rely on your ability to inspire followers to re-blog your content. Try to find out how your target group are talking about you and re-blog content from other Tumblr bloggers who show your brand in the tone-of-voice and surroundings you want to convey. User generated content also works as peer-to-peer recommendations. Your tactics should aim to make your brand become a valuable asset to the Tumblr community you are trying to reach.


Pay for visibility

Tumblr has begun to offer paid advertising. This is offered to a limited number of brands as a start and recently a month-long campaign was sold to Adidas. In time for the 2012 UEFA European Championship, Adidas bought a placement in the Tumblr “Radar” on the user dashboard to promote their Adidas Football blog. The Radar is a continually rotating selection of Tumblr blogs picked by the editorial team, which now can be bought as an ad unit for an entire day as well.  Tumblr also has a “spotlight” page for niche blogs where Adidas is about to promote their blog as well. On the page for sport blogs, the Adidas ad runs in a format three times wider than the teasers for organic picks. Ads are marked with a dollar sign to differentiate it from organic content though.

Radar and spotlight ads can grab you attention on Tumblr, but I recommend not to overdo it. The heart of Tumblr is to “Follow the world’s creators” – meaning that it’s a place to explore creative and inspirational content made from a place of passion. So keep in mind to follow this golden rule and only share unique, relevant and high quality content with your audience.


Create engagement

Tumblr puts particular emphasis on the importance of design. Before Tumblr’s launch of ad units, Adidas was already detected as an active user of the platform with a creative vision and compelling presence with its fashion and design oriented Adidas Originals blog.

The Adidas Originals blog proves great user involvement with their usage of tags. Tumlbr bloggers with a love for expressing themselves are encouraged to tag their creative work with #wsp and #adidasoriginals for the possibility  of getting featured on the Adidas Originals blog. Adidas’ blog is what they call a “White Sheet Project” – a space where creativity by originals will be expressed and shown to the world.

The Adidas Originals’ Tumblr blog is a great example of how to create engagement and involve Tumblr users with a brand based on the users own terms. Furthermore, the brand conveys a personality that users can identify with and are willing to connect with. People re-blog content that they are able to use in their own self-expression. Make them explore your content and let them be a part of your brand.


Video is The New King of Content Marketing

PrintVideo content is taking over. New stats from Cisco have revealed that by 2017, video will account for 69% of all consumer internet traffic.

The path to video supremacy is well underway with Nielsen revealing that 64% of marketers expect video to be a key part of their content strategies. It’s not just the blue chips and consumer giants that need to get behind this trend; SMEs need to embrace the possi-bilities of video content marketing as well.

As with anything, if the majority of brands and your competitors are doing the same thing, then it becomes noticeable and potentially damaging to any businesses that don’t keep up. This is particularly true of social media content, which has become the latest and most brutal marketing battleground. Get something right and your fans will love you. Get it wrong and you’ll either fade away or become a viral sensation – for all the wrong reasons.

Your timeline is there to be noticed and video content could be just what you need to elevate your brand and engage your customers and fans.

If you’re unsure about introducing video and other types of motion content into your marketing mix then a quick scan through Twitter, Facebook, YouTube or Instagram will quickly show you how widespread video content marketing has become.

 

It’s a proven medium that is only going to increase in popularity as consumer technology continues to improve. Superfast fibre broadband at home and 4G on the go means loading video is no longer a buffering nightmare. With HD screens on the latest smartphones and tablets, there’s never been a better time to access and watch videos.

Because of these improvements in how your customers access the internet, over a tenth of all videos are played on mobile phones and tablets – and this percentage is set to continue rising sharply.

YouTube racks up over one billion unique visitors a month. No other channel can match this except for the ubiquitous Facebook. Understanding that your audience wants content that speaks to them is the key to achieving viewing figures.

You want your content to be:

  • Watchable
  • Commentable
  • Shareable

All content has to resonate with its intended audience. Whether you want to go emotional, funny or practical, it needs to capture interest to stimulate engagement.

 

This doesn’t just happen randomly! It’s essential to have the following to make it work:

  • Clear campaign goal
  • Content strategy
  • Creative content

If you put time and effort into planning and producing videos then visitors will stay longer on your site and be more inclined to evangelise your brand. 7/10 people view brands more positively after watching engaging video content from them.

Finally, remember this fact: recent research has revealed that one-minute of video is worth 1.8 million words. Don’t think this makes it easier though!

 

At Mindjumpers we’ve got a dedicated video production team, ready and waiting to help kick-start your video production and content marketing output. Get in touch with us today to find out more about how we can help you.