Apparently, 2013 is the year to get serious about Tumblr. While other social networks came barreling out of nowhere at insane speeds (Pinterest, anyone?), Tumblr has been slowly but surely plodding along and building its following. In fact, comScore reports that Tumblr is one of the most consistently growing social networks today.
A unique way to cultivate a brand experience for users, Tumblr allows for more creativity in spreading your message and mission. It’s described as a combination of a publishing platform and social network, and currently hosts over 90 million blogs.
The majority of Tumblr users are between the ages of 18 and 34 – with 50% of those under 25. This presents an invaluable opportunity for marketers who are looking to appeal to anyone within the “millennial” demographic.
The younger age group tends to invest more time online, resulting in the average visitor spending 1.5 hours per month on the site – making Tumblr second only to Facebook in site engagement time! In terms of social features, users can follow, like or reblog content on the site.
An advantage Tumblr holds over other social networks is the focus on public tagging and linking in profiles. This works well for businesses because search engines are able to index everything, and the platform allows for effective cross-promotion. The recent roll-out of Tumblr analytics makes it even more of a contender for brands looking for new ways to publish content and measure user engagement.
According to Search Engine Journal, popular topics on the network include: fashion, design, photography, arts, humor and comics. Along with posting pictures, Tumblr allows you to post text, links, videos and audio. The ability to choose your own theme also gives brands an important opportunity to establish an image and voice.
The beauty of the individualized Tumblr experience means each brand does it differently. Below are three well-known companies who have taken this creative blogging platform to heart in a variety of ways:
- Coca-Cola: This brand has always found success in sticking to the classics. Their “Happiness Is” blog focuses on sharing positivity and inserting the brand into trending topics. The innovate product images make you wonder if they’ll ever run out of scenarios in which to involve Coca-Cola bottles, while also wishing you had one in your hand – a successful marketing tactic. They muse on what happiness is: “cool pants and even cooler friends,” and feature simplistically stunning images such as the one below.
- Sephora: This make-up mecca runs their Tumblr “The Glossy” just as you would imagine – for the love of beauty. They pack helpful hints and product information on the site by way of inspiration boards, how-to’s, expert advice and videos. Of course, they also include plenty of product plugs and linking, making this an effective branding example. This is ideal content for the main demographic on Tumblr, and the content is top quality.
- Target: This megastore is full of surprises. “On the Dot,” a daily dose of Target style, is well – stylish! Focused on fashion, home and beauty, the Tumblr page helps the brand put forward a different side to the younger demographics. With a clear area in which to shop online and follow their other social profiles, Target seamlessly blends marketing and trendiness – as seen below in this rainbow of home good products.
Does your business have a Tumblr? We’d love to hear your brand strategy! Share it with us in the comments below!