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Time For Tumblr?

01/21/2013

tumblr-logoThere is a social network, ranked among the top 10 sites in the U.S., that has a growing user base of 170 million people who create 70 million new posts each day and are actively seeking new content. And your brand probably hasn’t tapped into it yet.

Your customers are on Tumblr, and they are talking about your brand and your competitors. Are you listening?

Well there is one caveat to the statement about your customers being on Tumblr. If your brand targets a youthful audience – take note.

Traffic data for Tumblr, as measured by Quantcast, pegs 25-34 year-olds as Tumblr’s biggest audience, accounting for 29% of traffic. The second-biggest is 18-24 year-olds, with those under 18 at 13%. And 35-44 year-olds represent 14%.

So if your brand’s sweet spot for customers is between the ages of 18 and 44 – a full 56% of Tumblr’s audience is on the social media site.

If you’re a small business owner serving an older (50+) demographic solely in your area, Tumblr might not be right for you. It might be better instead to pour more resources into Facebook, where you’ll have much better success finding potential customers with Facebook’s targeting capabilities. But if you’re looking to target young, geographically diverse consumers with your goods and services, Tumblr might very well be worth the time investment.

What is Tumblr? Tumblr is part blogging tool, part microblogging tool, and part social community. Each user has his or her own Tumblelog where they can publish short posts of text, images, quotes, links, video, audio, and chats.

Tumblr has two big advantages over other blogging platforms. First, it has built-in tagging and sharing capabilities that makes your content easily discoverable and spreadable among Tumblr’s existing community. Secondly, it’s quick and easy to set up.

Tumblr also has some considerable disadvantages. For one you can’t host your Tumblr, meaning that if Tumblr’s servers go down — as they do all-too-often — so does your Tumblr. You can, however, give your Tumblr a custom URL, and/or embed it on your existing site.

For these reasons — and because certain kinds of content (read: images) tend to perform better on Tumblr than other kinds of blogs — many businesses decide to have a Tumblr in addition to their existing blogs.

Our advice on Tumblr…it is better to know about it, watch your competitors and plan your own approach to Tumblr than to ignore it completely. Considering how little time brands need to dedicate to Tumblr the ROI on a single customer conversion will be high.

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2 Comments leave one →
  1. Juetta permalink
    01/21/2013 11:00 am

    Very informative to me. Thanks for the percentages and age groups that like this particular media stage.

    • 01/21/2013 11:03 am

      The visual attributes of Tumblr could prove valuable for your business.

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