#StayWeird on the Internet: Best Practices for Tumblr
Tumblr is weird. Let me reiterate that. Tumblr is weird and it knows that it is weird. Tumblr’s Staff is even on the joke, admitting that it is “so easy to use that it’s hard to explain” (until it does explain it). But it’s also an awesome way to amplify content and build a little community on the coolest corner of the internet.
For any brand, publisher, blogger or newbie looking to use Tumblr, here are our best practices for using Tumblr. READ MORE.
Trends speak louder than words. Here’s what was noisy this week:
In Palm Springs: Merrymakers pose for Valencia-tinted selfies under the desert sun at Coachella. And #reclaimthebindi, a campaign against cultural boho-priation of South Asian traditions for disposable fashion.
In entertainment: BB-8 bounced and bopped its spherical bum through the sand in the second Star Warstrailer. Hollywood glamorati hobnobbed at the 23rd (yeah) annual MTV Movie Awards. Some of them won a bucket. AndThe Royals is E!’s first scripted show, not counting their other shows.
In the news: Hillary Clinton has been driving around Iowa in a van solving mysteries.
In history:A century has passed since the Armenian genocide began.
At school: The theme for this year’s promposals is signs.
In Homestuck: Lord English’s true nature was revealed in the proximity of some horses. True fact. Look it up.
In music: The sound of hysteria: Green Day is being inducted into the Rock and Roll Hall of Fame.
Some new data from our Brand Advisory Panel. (Thank you to everyone who contributed!) This time we asked our users about streaming their favorite TV shows and movies. The trend away from traditional cable and satellite providers wasn’t as surprising as the speed at which it’s happening among Tumblr users. Streaming sites like Hulu, Netflix, and broadcasters’ websites have replaced set-top boxes for a quarter of our users; and computers—not 65" TVs—are the primary entertainment system at home.
Here’s how it works: Pinned to the top of a user’s dashboard is a short message or call to action, like Nike’s “Embrace your uncomfort zone.”
It’s styled like our notes and follower notifications—something familiar, unintrusive, and decidedly clickable. And what it links to deepens the engagement: An exclusive tab on the Explore page, one of the most trafficked and engaging pages on Tumblr.
You fill the tab with content. Your own, someone else’s, or a mix of the two. It’s a wall of whatever content suits your brand. You don’t even need a blog to have a Day.
Buy a Sponsored Day for an ongoing campaign, to launch a new blog, or just for fun. Contact your Brand Strategist or email firstname.lastname@example.org.
We’ve been talking about the importance of content in social media for a while now. But it’s a pretty broad subject and the details can feel a bit fuzzy. So for the past couple months we’ve been working with Millward Brown Digital and Added Value, two market research firms, to get more clarity. They helped us understand what makes an engaging media consumption experience and how content affects people’s behavior online.
We ended up with a ton of data. Way more than we can cram into one post. So today we’re just introducing the main themes and we’ll post more about each of them over the next couple weeks. Anyway, here’s what we learned:
The quality of content is the most important thing users look for in social media platforms.
The content that artists, musicians, brands, and others create for Tumblr is far more resonant than what gets shared on other networks.
Resonant content, especially from brands, drives consumer actions like online research and purchases.
First, high quality content is the most important thing people want from a media platform.
Of the top ten things people said they were looking for in a media platform, half related to content. And when people were asked to rank different social networks on those qualities, Tumblr scored highest in each category. Here’s a comparison of the way people describe Tumblr (and the content they find here) to the average score they gave other media platforms that they use:
And keep in mind that this is content from the Tumblr community. It’s from the artists, photographers, illustrators, musicians, and brands that create and share things people are passionate about. Overwhelmingly, people think the best stuff on the internet is posted on Tumblr. Which brings us to point number two:
All too often the way brands interact with millennials on social media feels stuffy and detached. But as a major destination for the 18-34 year old demographic—41% of our U.S. visitors, according to comScore—we’re in a unique position to see what really works. Today we’re sharing a few things brands can do to make content that resonates with millennials.
Tip #1: Share normal human experiences.
This shouldn’t be hard: Millennials are people too, you know. They have the same feelings and emotions as everyone else. Bond over that, like with AT&T’s happy dance.
Tip #2: Make ‘em laugh.
If you’re funny, be funny. If you’re not, you can still get a smile out of them by helping them escape their normal lives. Patagonia inspires people to take adventures. Keds gets some help from celebrities. And Wendy’s takes cues from popular culture.
Tip #3: Use memes wisely.
Things move really fast on the internet and there’s nothing worse than being two months late for a meme. Such lame. Many smh. The great thing about Tumblr is how long content circulates on the network (a third of all reblogs a post earns happen 30 days after the initial post*). That means you can focus on evergreen content like this enduring and endearing piece from Madewell, which was published more than 18 months ago and is still earning notes.
We can’t tell you what’s best for your brand. All we can do is encourage you, as a marketer, to think about content that you’d post your personal blog. That’s how you’ll make content that actually resonates with the community.