Because Tumblr has potential. Today there are more than 170,000 million Tumblr blogs with 200,000 visits each month. Why are they so popular? Tumblr is a platform based on visual context rather than text, which makes the content easier to comprehend for a larger group of people. The content is also designed to be highly sharable and the platform has an easy and intuitive feel to it. The fact that there is a huge amount of entirely free templates to use is definitely also a plus.
And one of the reasons why Tumblr can be so interesting from a marketing perspective is, according to Ogilvy, that Tumblr is more popular with 13-25 year-olds than Facebook is. These young people are often media-savvy and like to be part of a community. Furthermore, Tumblr URLs can be accessed directly from a web browser without having to sign in (like e.g. Facebook), which means Tumblr can be used to expand your search visibility by using SEO.
Okay, so the users are already there and the platform is relatively easy to use. So how do you, as a brand, get the most out of a Tumblr presence? As in many other aspects of life, appearance does matter. So it’s important that you choose a theme that is catchy and in line with the rest of your visual brand identity. Furthermore – the tighter, the better! On that note – as the platform is mainly about visual content, you also want to make sure that the pictures, GIFs and videos you post, are of a decent quality.
Tumblr is all about interacting too, so start following other relevant blogs and like and share their content too. Engagement is everything!
Another key to ‘yet another social platform’ is to use it differently. Share content on Tumblr that you’re not sharing on your other social platforms. Maybe backstage pictures, how to’s or some other unique content. The users shouldn’t feel like they see the same content on each of your pages.
And hashtags. Can’t live with them – can’t live without them and this goes for Tumblr as well. Tag your posts with relevant hashtags in order to make your content easier to find. The only difference is that it’s allowed to go a little more tag crazy on Tumblr and use 5-8 hashtags per piece of content.
Who’s good at this?
Finally, it’s always nice with some inspiration and – to stay in the Tumblr universe – some visual examples.
No surprise – Coca-cola has an incredibly cool Tumblr blog. It’s aligned with the company’s well-known design and the content is a nice mixture of pictures and GIFs – both modern and retro.
And then there’s Disney. Admitted – Disney does have the perfect content. Their content is the perfect mixture of pictures and GIFs from both new and old movies, series, history, theme parks and musical. If you’ve ever loved Disney just a little, you will love their Tumblr Blog.
The last example may not be a brand as such, but just shows that everyone pretty much can have a Tumblr – even Obama! The White House Tumblr experienced a huge growth in 2013 and features pictures (even a GIF of a running Obama!) from a different angle of the White House and the president than many of their other social pages.
So think about it – Tumblr is easy to navigate on, easy to use and can give a high pay-off – especially if you have a young target audience.