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Tumblr’s Core Product Strategy

Here at Tumblr, we’ve been working hard on reorganizing how we work in a bid to gain more users. A larger user base means a more sustainable company, and means we get to stick around and do this thing with you all a bit longer. What follows is the strategy we're using to accomplish the goal of user growth. The @labs group has published a bit already, but this is bigger. We’re publishing it publicly for the first time, in an effort to work more transparently with all of you in the Tumblr community. This strategy provides guidance amid limited resources, allowing our teams to focus on specific key areas to ensure Tumblr’s future.

The Diagnosis

In order for Tumblr to grow, we need to fix the core experience that makes Tumblr a useful place for users. The underlying problem is that Tumblr is not easy to use. Historically, we have expected users to curate their feeds and lean into curating their experience. But this expectation introduces friction to the user experience and only serves a small portion of our audience. 

Tumblr’s competitive advantage lies in its unique content and vibrant communities. As the forerunner of internet culture, Tumblr encompasses a wide range of interests, such as entertainment, art, gaming, fandom, fashion, and music. People come to Tumblr to immerse themselves in this culture, making it essential for us to ensure a seamless connection between people and content. 

To guarantee Tumblr’s continued success, we’ve got to prioritize fostering that seamless connection between people and content. This involves attracting and retaining new users and creators, nurturing their growth, and encouraging frequent engagement with the platform.

Our Guiding Principles

To enhance Tumblr’s usability, we must address these core guiding principles.

  1. Expand the ways new users can discover and sign up for Tumblr.
  2. Provide high-quality content with every app launch.
  3. Facilitate easier user participation in conversations.
  4. Retain and grow our creator base.
  5. Create patterns that encourage users to keep returning to Tumblr.
  6. Improve the platform’s performance, stability, and quality.

Below is a deep dive into each of these principles.

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Hi folks! We're surprised to see how many of you think we're getting rid of the reverse-chronological dashboard or pivoting to a solely algorithmic feed. We're not! We can see how you might have come to that conclusion, so let us reassure you and clear some things up.

We have a ton of options and toggles to customize your experience. Want a reverse-chronological dashboard feed? No problem! The chronological feed is not going anywhere. Just toggle off "Best Stuff First" in your dashboard settings and scroll away. Want to see more art or fanfic of your favorite movie or show? Follow some tags and you'll find additional posts and new blogs to follow. We've had an algorithm for years—we just don't make you use it if you don't want to.

Tumblr is a place where you can tailor and customize your experience to individual preferences. With this core product strategy as guidance, we'll keep improving Tumblr for new and existing users alike.

Tumblr’s Core Product Strategy

Here at Tumblr, we’ve been working hard on reorganizing how we work in a bid to gain more users. A larger user base means a more sustainable company, and means we get to stick around and do this thing with you all a bit longer. What follows is the strategy we're using to accomplish the goal of user growth. The @labs group has published a bit already, but this is bigger. We’re publishing it publicly for the first time, in an effort to work more transparently with all of you in the Tumblr community. This strategy provides guidance amid limited resources, allowing our teams to focus on specific key areas to ensure Tumblr’s future.

The Diagnosis

In order for Tumblr to grow, we need to fix the core experience that makes Tumblr a useful place for users. The underlying problem is that Tumblr is not easy to use. Historically, we have expected users to curate their feeds and lean into curating their experience. But this expectation introduces friction to the user experience and only serves a small portion of our audience. 

Tumblr’s competitive advantage lies in its unique content and vibrant communities. As the forerunner of internet culture, Tumblr encompasses a wide range of interests, such as entertainment, art, gaming, fandom, fashion, and music. People come to Tumblr to immerse themselves in this culture, making it essential for us to ensure a seamless connection between people and content. 

To guarantee Tumblr’s continued success, we’ve got to prioritize fostering that seamless connection between people and content. This involves attracting and retaining new users and creators, nurturing their growth, and encouraging frequent engagement with the platform.

Our Guiding Principles

To enhance Tumblr’s usability, we must address these core guiding principles.

  1. Expand the ways new users can discover and sign up for Tumblr.
  2. Provide high-quality content with every app launch.
  3. Facilitate easier user participation in conversations.
  4. Retain and grow our creator base.
  5. Create patterns that encourage users to keep returning to Tumblr.
  6. Improve the platform’s performance, stability, and quality.

Below is a deep dive into each of these principles.

StreamBuilder: our open-source framework for powering your dashboard.

Today, we’re abnormally jazzed to announce that we’re open-sourcing the custom framework we built to power your dashboard on Tumblr. We call it StreamBuilder, and we’ve been using it for many years.

First things first. What is open-sourcing? Open sourcing is a decentralized software development model that encourages open collaboration. In more accessible language, it is any program whose source code is made available for use or modification as users or other developers see fit.

What, then, is StreamBuilder? Well, every time you hit your Following feed, or For You, or search results, a blog’s posts, a list of tagged posts, or even check out blog recommendations, you’re using this framework under the hood. If you want to dive into the code, check it out here on GitHub!

StreamBuilder has a lot going on. The primary architecture centers around “streams” of content: whether posts from a blog, a list of blogs you’re following, posts using a specific tag, or posts relating to a search. These are separate kinds of streams, which can be mixed together, filtered based on certain criteria, ranked for relevancy or engagement likelihood, and more.

On your Tumblr dashboard today you can see how there are posts from blogs you follow, mixed with posts from tags you follow, mixed with blog recommendations. Each of those is a separate stream, with its own logic, but sharing this same framework. We inject those recommendations at certain intervals, filter posts based on who you’re blocking, and rank the posts for relevancy if you have “Best stuff first” enabled. Those are all examples of the functionality StreamBuilder affords for us.

So, what’s included in the box?

  • The full framework library of code that we use today, on Tumblr, to power almost every feed of content you see on the platform.
  • A YAML syntax for composing streams of content, and how to filter, inject, and rank them.
  • Abstractions for programmatically composing, filtering, ranking, injecting, and debugging streams.
  • Abstractions for composing streams together—such as with carousels, for streams-within-streams.
  • An abstraction for cursor-based pagination for complex stream templates.
  • Unit tests covering the public interface for the library and most of the underlying code.

What’s still to come

  • Documentation. We have a lot to migrate from our own internal tools and put in here!
  • More example stream templates and example implementations of different common streams.

If you have questions, please check out the code and file an issue there.

tumblr tuesday: prancing ponies

We do love ourselves a good bit of equine-related fun on this here platform. (Context for the new folks—check out horse plinko or the unlikely hero Rich Strike). So it comes as absolutely no surprise, and with a barrow-load of delight, that we have our very own horse derby, courtesy of @aikaikaik. It's also #Junicorn, baby! And there's a lot of good unicorn art out there right now. 

Today, we honor the noble steeds and silly little trotters: a Tuesday for the ponies!

Artists’ Blazeathon

Have you recently finished a piece you’re particularly proud of? Got a work in progress you want more eyes on? Or found some old fanart you just need to share with the wider Tumblr plaza? Well then, expand your audience and light up Tumblr with your original (fan)art! 

If you Blaze a photo (or video, or GIF) of your original (fan)art on Saturday, June 24, the photo (or video, or GIF) of your original (fan)art will receive double the number of impressions you select. That’s double the amount of human eyes on your original (fan)art. Just imagine what van Gogh would have done with all those eyes 👀

Some stipulations:

  • Yes, this means fanart is entirely allowed. Desired, even.
  • It has to be your own original (fan)art, your own photo (or video, or GIF), please. If you try to ignite anything that is copyrighted, we will not be able to accept it for Blaze purposes.
  • This offer may return. It may never occur again. What will you do with this great ephemeral power?

tumblr tuesday: team gladis

We're in the thrall of Gladis and her little terrors! Whether you believe they're annoyed at yachts because they want to play in the jetstreams of motorboat engines, or you believe they're taking back the ocean and nature is winning—we can probably all agree that the noble orca makes for excellent art. Luckily, your local Artists on Tumblr agree.

(bonus fun orca fact by @platypu here)

Tumblr Domains: That thing you do in the place they already know

Hello, [tumblr]. Look at you all here vibing. Some of you are out here providing essential services, like making art—and people happy in the process. Maybe you’re creating pfps for your followers. Or painting people’s OCs in intricate and enlightening detail. Or taking beautiful pictures of mushrooms. Or sharing your homestead life with the world. Or coming up with entire ARG universes for your followers to immerse themselves in. Maybe you’re making memes for that one show that existed for fifteen seasons and stopped airing years ago. Perhaps you’re simply fulfilling the age-old societal need of staying silly :3. Whatever it is you come here to do, why not make it official and claim your domain? 

Having a domain can add a little professional gleam to your online presence. It can be a funny little joke from you to you. It can also add an extra layer of this-is-what-this-is to your online persona. 

blog.tumblr.com will remain free for everyone.

Here’s how you get your very own slice of the internet, right here on Tumblr:

  • Click on your account icon and select “Domains” from the drop-down.
  • Register your info, pop in your payment details, and hey presto. You’re now an official Tumblr citizen. 
  • If you already have a custom domain purchased elsewhere, it’ll continue to work for now, but you will no longer be able to connect a new custom domain bought elsewhere to your blog.
  • Eventually, we will implement domain transfers (outbound and inbound) and paid domain connection.

And, to celebrate this historic moment, we’ve got a little offer for those interested in a .blog domain: 

  • First year (through to July 31): $3.00
  • First year (from August 1 – December 31): $5.00
  • Annual Renewal: $10.00

Curious about other available domains? Check 'em out here. More questions? The Support page has all the details!

Make it official, merge your online homes, and bring your Tumblr family along for the ride. 

tumblr tuesday: cowboys are frequently secretly fond of each other

Yeehaw is a state of mind. It's a way of life. It's funky little dudes (gender neutral) bouncing around the wide prairies with their good pony pals and their very good pals, who may also be their lovers. Here's some very good and also very queer cowboy art.

Want to communicate, at a glance, something essential about your Tumblrsona? Were you here for Goncharov and lived to tell the tale? Or perhaps you love a lovable but ultimately quite useless anthropomorphic piece of office hardware. Or you're one of those illustrious Artists on Tumblr, and you're open for business.

Well then, this one's for you. Introducing: badges. Ta-da! Yes, that's right. They're finally here. You can currently choose from three (with more to follow soon): Goncharov Enthusiast, Coppy, and Commissions Open.

Here's how you get 'em:

  • Head to TumblrMart or your blog settings to purchase your desired badge(s) for your primary or secondary blog.
  • Equip your newly-acquired badge(s) from that blog's settings. 
  • Enjoy the sight of your nice new badge prominently displayed on your blog and next to your username on the dashboard.
  • Badge-level settings: By default, badges will be visible on your profile and the dashboard. You can choose to hide them in your blog's appearance settings. 

Every badge is a badge of honor here. Yes, even Coppy.

Set Tumblr alight with a favorite photo of your chaos demon cat. If you blaze a photo (or video, or GIF) of your chaos demon cat this coming Saturday, May 13, the photo (or video, of GIF) of your chaos demon cat will receive double the number of impressions you select. That’s double the amount of human eyes on your chaos demon cat. Just imagine. 

Some stipulations:

  • Ok, you can submit another type of pet for consideration; we’re not monsters. If your pet is demonic or has chaotic energy, it’s valid.
  • It has to be your photo (or video, or GIF), please. 
  • It does not have to be your creechure, but please make sure the creechure’s guardian is cool with you putting their little buddy on blast.
  • This is a one-time offer. It may return. It may never occur again. What will you do with this newfound ephemeral power?
  • This Caturday celebration will run Saturday, May 13, from 12am-12am Eastern Daylight Time, but chaos demons cats are notoriously bad at telling time.

Dearest Tumblr!

I have returned from my meditative retreat atop the secluded mountain of the Pikaman, to resume my duties as Chief Merch Officer of the @emporium.

But Abstract Reactions will forever be in my heart — I’m even considering getting them tattooed! 

Just to refresh your memories, on April 1st, Tumblr provided you with a bunch of Reactions to use on posts! Specifically, the emojis I had most recently used on my phone… I’m SO proud of how much incredible ENGAGEMENT the product received. 

Over 100,000 of you spirited react-ers participated — and how many reactions did everyone use, you might wonder? Well, wonder no longer, I’ll tell ya! 

  • 🐛 was used over 20 million times.
  • 🧀 was used over 7 million times.
  • 🦀 was used over 3.8 million times.
  • And tied for fourth, 4️⃣ and 👻 and 🐴 were used over 2 million times each!

The special SUPER reactions of 🦄, Pikaman, 🍪, and even me, Brick myself, were unlocked over 15,000 times!

And at least one clever person figured out that I never thought about checking if someone could send negative reactions, so it turns out someone sent in over 120 million negative 🧀 reactions! So many cheesed posts got un-cheesed with that anti-cheese — and you know what, I’m not even mad about it! 

Here’s to 🐛! Cheers!

Yours clickingly, Brick
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Incredible work, [tumblr] and Brick!

tumblr tuesday: velociraptors, our beloveds

It's national velociraptor awareness day! What is there that we need to be aware of regarding velociraptors? No idea! We're just here to enjoy renditions of these swift plunderers from 73ish million years ago (the raptors, not the art).

And before you get up in arms about the specification of some of these little guys, we've broadened the scope to include all types of dromaeosaurs...because the art was pretty, and frankly, mistakes were already made before we got here (we're looking at you, Jurassic Park).

So, please enjoy this raptor and raptor-adjacent art. (And, while we have you, can the paleo plushie experts please take a look and see if they can help this user find another Hammer?)

Let the games begin.

Well. Well, well, well, well, well. It’s here. The day has finally come. We’ve enjoyed witnessing you set dashboards ablaze the world over with your fandom hot takes, your cats, your dragon art, your recipe polls, your incorrect quotes, your Barbie memes. (But, really, mostly your cats.)

Starting April 20, you will be able to Blaze each other's posts: You’ll be able to scroll through your dash and see a post that tickles you, and then make thousands of complete strangers see that post also. 

We made this for fun, but you remain in charge of your stuff. So here are some important details:

  • Blog-level settings: All blogs will be set to Blazable by default in your blog settings. We’re giving you this heads-up so you can toggle Blaze off on any blog you don’t want people to Blaze posts from (quick link for web). Remember to do so for any secondaries you might want to keep Blaze-free. 
  • Post-level settings: These override your blog-level Blaze settings. You can enable Blaze in the post editor—before or after posting—via the cog (web) or the meatball menu (mobile), regardless of your blog's Blaze settings. Any posts you previously disabled reblogs on will remain unsharable via Blaze. Unless, of course, you edit the post to enable Blaze.
  • Real humans moderate all posts being Blazed before they go out. If something’s fishy or seems like it might be harmful, it won’t go through.
  • When someone Blazes your post, you will receive an email, push notification, and/or activity item (depending on your settings). 
  • You can cancel the Blazing of your post before it happens—or extinguish a post that is already being Blazed—either by responding to the aforementioned notification, or via the “Active” tab in your Blaze interface
  • We will only accept posts that comply with our global advertising guidelines. Interested in advertising directly? Find out more here.
  • Here are some FAQs.

So that’s it, really. Be nice! Have fun! 

And, as always, if you want to get in touch, drop us a line on @wip or Support, and keep an eye out for more updates on @changes.