We met with an old friend and Tumblr brand strategist inside Tumblr’s NYC HQ last week and talked about what’s happening with brands on TUMBLR.
We were shocked to hear that 5 global brands have already moved top level domains to Tumblr. That’s right global brands are dumping their websites in favor of a micro blogging platform.
Let’s look at why:
Tumblr has a world class hosting infrastructureBacked By Yahoo and With a cadre of developers dedicated to improving Tumblrs awesome every day. End to end software, server and connectivity all in one house with paired software and hardware improvements) this is what makes great web properties run really well. and what most dedicated servers are supposed to be before they fall well short of the mark of excellence. How do we know Tumblr will be good at this? Remember GEOcities. Yeah so do we. In 1999 GeoCities was acquired by Yahoo!; at that time it was the third-most visited Web site on the World Wide Web. There were at least 38 million user-built pages on GeoCities before it was shut down in 2009 (Good job Yahoo). But TUMBLR has revenue, a feat Geocities was too before it’s time to get big brands into.
Baked in Virality
Every piece if content is super easy to engage with, share, and reblog. Instead of betting big on a Facebook page where you are waiting to get .1% of Facebook’s total traffic to your page and then even less to click through to your website. The whole branded web experience lives in a native environment with 199.1 visitors per month.
Built for Mobile
The Tumblr experience strips all of the fluff out of web browsing and puts as little as possible between the user and the content. Window dressing is nice but todays web user is on a mobile device, driving, Swilling a half-caf soy latte, and trying to get the 3 year old in the back seat to daycare and get to work on time. It fast. It only takes a thumb to manipulate, Youtube videos play in place, Instagram photos show in place, and stuff can be automatically shared from Tumblr to Facebook. TUMBLR is built for the dual screening multi tasking over caffeinated, ADD stricken american consumers. As a result 50% of active Tumblr users are on mobile.
Content Comes First
Conversation on Tumblr are ONLY around shared content. No content no interaction. No annoying posts like “my cat rolled over” that still keep the mass market at arms length from Twitter. Nor the deluge of auto-selected Cyberdyne curated Hal 9000 controlled content from fbook. (sorry Mr. Z.) and unlike GPlus people actually use it because it’s built for people not software.
Tumblr is not a DIY mass market ad platform yet ( and we hope they don’t race to the bottom to become one) Tumblr has real advertising for real scale companies. The little guys can get by on producing awesome content and leveraging virality. Tumblr’s leadership is treating the channel with some respect and making sure the brands getting first page promoted Status and mass outreach are capped with reasonable enough minimums that the users feeds aren’t overrun by advertising and promoted clickbait. They’ve even partnered with agencies to build strategies hand in hand with their advertisers.
It’s Time To Test Now!
Our visit made us rethink our relationship with the social web. Committing to go all-in on Tumblr is letting a handful of early adopting brands turn every post into an easy to find, easy to interact with and easier to share trackable nugget of content marketing gold with the full hereditary nature of Viral shares plain to see and analyze. No more digging through wonky analytics to find influencers, it’s all super transparent to you and your followers and the influencers.
We are starting to believe that If you have a consumer facing brand a custom Tumblr site and a strong Content strategy may be a bigger winner than most any other CMS on the market. Stay tuned for some tests as we look at how Tumblr performs in moving feet not just mouse clicks.