This post is written by Robbie Vogel, a writer/editor with Vistaprint. Robbie has worked for microbusinesses in both PR and advertising.
On Monday, May 20, Yahoo issued a press release stating their purchase of Tumblr, the popular social network and microblogging platform. This has several important effects on small business marketing, which we outline below. But first, here is a breakdown of what you need to know about Tumblr:
What is Tumblr?
Tumblr is a combination blogging platform and social network. Users log in and can upload content to their personal blog page. They can also follow other Tumblr pages, and can reblog posts from other Tumblr pages to their own. As a result, many pages contain multiple forms of media, including pictures, text, videos, GIFs, and music. To give you an example, here is the official Tumblr page of the Tumblr staff.
How Does Yahoo’s Takeover Affect Small Business?
- Tumblr is poised to gain users, exposure, and influence thanks to its partnership with Yahoo. “With more than 300 million monthly unique visitors and 120,000 signups every day, Tumblr is one of the fastest-growing media networks in the world,” says Yahoo’s press release. And that was before the Yahoo takeover. Yahoo CEO Marissa Mayer said on a phone call: “We can bring some of the exciting [Tumblr] content to Yahoo or we can bring some Yahoo users to Tumblr.” Suffice it to say, Tumblr will continue to grow, in both popularity and influence.
- With the addition of Yahoo, Tumblr’s content will be much more easily searchable. From Mayer’s post: “Tumblr can deploy Yahoo’s personalization technology and search infrastructure to help its users discover creators, bloggers, and content they’ll love.” This will allow both Tumblr users and Internet searchers to discover relevant Tumblr content more easily.
- Tumblr will no doubt begin to incorporate more advertising into their user interface. Tumblr as an advertising vehicle has been summed up nicely as: “…a place to promote particularly creative campaigns to an audience whose attention is worth paying for.” Promoted posts have appeared on users’ Tumblr dashboards since summer 2012, and Yahoo said in their press release regarding the purchase: “The two companies will work together to create advertising opportunities that are seamless and enhance the user experience.” Between Tumblr’s enormous network of dedicated creators and Yahoo’s ad-targeting technology, this could be a huge benefit for businesses.
Tumblr’s CEO David Karp has said time and again that he is not out to compete with other social networks. However, after this acquisition, Tumblr may be poised to take on Twitter, Google+, and Instagram as a platform that allows audiences to create, discover, and share information.