Since Tumblr launched in 2007, 291.9 million people have flocked to the microblogging site to share photos, videos, gifs and just about anything visual. Its popularity is growing rapidly but despite a 75% year-on-year growth in 2015 and young millennial’s making up 57% of its user base, Tumblr often remains overlooked by brands.
This is a missed opportunity. Not least because of the way the marketing industry is evolving towards a content-led approach and when you combine this with the increasing reality of ad-blocking, the need for brands to develop better content is only set to grow.
As a platform, Tumblr have been working hard to become an end-to-end content marketing solution, providing the ability to create content, distribute it, promote and measure the success of posts.
So if Tumblr is so important, how can you leverage it as part of your content marketing strategy? Here are five things you need to know.
1. It provides businesses access to Millennials
With more than 50% of users across the social media space aged 16-34, Tumblr offers direct access to a large portion of Millennials. In fact, when they spend time on the platform, millennials average 14 views a visit, demonstrating their high-level of engagement. After all, Tumblr epitomises everything millennials love about digital; the social aspect, the ability for open, free conversations between consumer and producer, and the availability of content.
Mobile has also been a driver of growth within the micro-blogging platform, accounting for about 16 per cent of its traffic. While 6 out of 10 social users still access networks via a PC/laptop, mobile is the primary means for more than half of users across all social Millennials.
2. Visually captivating content drives engagement
The old adage a picture is worth a thousand words continues to be relevant. Particularly in today’s fast paced, data-rich world, where we increasingly rely-on stackable content we can quickly digest.
When we’re experiencing a message told through images and photos, we tend to be more actively engaged and stimulated. Photos shared across social platforms get on average 13% higher click thru performance, and inspire a 40% increase in sharing
As a flowing tapestry of creative and inspiring visual content, Tumblr is a great platform to drive audience engagement, promote brand loyalty, and attract new fans.
3. Promotes user-generated content (UCG)
User generated content can be one of the best windows into the customer mind-set. Tumblr inspires and encourages users to contribute their own creative content, which brands can then use through an insights-led analytics platform to dive deeper into the wants and needs of their audience.
By understanding more about what customers are interested in, brands can ensure they deliver relevant content that resonates with their audience and drives a desired response.
A great example is last year’s inaugural New York Fashion Week for Men. Tumblr recruited innovative creators to cover the excitement that took place on the runway and behind the scenes by posting content on the social media platform. Their posts included the #NYFWM hashtag and offered Tumblr users a fresh perspective on the event, inspiring conversations around the show and attracted new audiences.
4. Offers long-lasting content
Unlike other social media platforms, Tumblr offers brands long lasting content. This is due to the fact that posts may be re-blogged and shared as long as there are users interested in the content.
Search tags also provide lasting longevity as posts resurface indefinitely. Behind-the-scenes content from the first #NYFWM may continue to resurface year after year as attendees and fans reminisce about the past and prepare for the future.
5. Impacts the bottom line
According to research by Millward Brown Digital, social media users that engaged with branded content on Tumblr are more than three times more likely to perform a “KPI action” post engagement.
This is largely due to the role of Tumblr as a “creative lab” for brands where consumers are able to access artistic, entertaining and high-quality content that they can share and enjoy. This helps brands build an emotional connection to their audience and the sense of a mutual benefit to content engagement. Some brands are already jumping on this opportunity, such as Clinique with its #FaceForward campaign Nescafe, who last year replaced its .com website with a Tumblr page to help the brand reach a wider audience.
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