Tumblr is a microblogging platform and social networking website founded by David Karp and now owned by Yahoo!. The service allows users to post multimedia and other content to a short-form blog.
Users can follow other users’ blogs, as well as make their blogs private. Much of the website’s features are accessed from the “dashboard” interface, where the option to post content and posts of followed blogs appear.
Yahoo announced its intention to acquire Tumblr on May 20, 2013, for approximately $1.1 billion. The deal closed on June 20, 2013.
As of June 1, 2018, Tumblr hosts over 417.1 million blogs.
The dashboard is the primary tool for the typical Tumblr user
It is a live feed of recent posts from blogs that they follow. Through the dashboard, users are able to comment, reblog, and like posts from other blogs that appear on their dashboard.
The dashboard allows the user to upload text posts, images, video, quotes, or links to their blog with a click of a button displayed at the top of the dashboard. Users are also able to connect their blogs to their Twitter and Facebook accounts, so whenever they make a post, it will also be sent as a tweet and a status update.
Users are able to set up a schedule to delay posts that they make. They can spread their posts over several hours or even days. Tags: For each post a user creates, they are able to help their audience find posts about certain topics by adding tags. If someone were to upload a picture to their blog and wanted their viewers to find pictures, they would add the tag #picture, and their viewers could use that word to search up posts with the tag #picture.
Tumblr allows users to edit their blog’s theme HTML coding to control the appearance of their blog. Users are also able to use a custom domain name for their blog.
Tumbler’s Revenue Sources
Tumblr has four main sources of revenue – with sponsored posts making up the bulk of it. Tumblr’s sponsored posts look identical to normal Tumblr posts – except that they are highly targeted. A shampoo company, for example, might place an ad targeting young women who follow blogs about makeup or beauty supplies. This ad, called a stream ad, would appear on users’ dashboards and, as it is more or less indistinguishable from a regular post, is more likely to be clicked on than a sidebar ad. Stream ads also have the benefit of not being easily ignored.
Sponsored posts are also located on the sidebar – like traditional ads – and there is a chance that posts will appear on Yahoo’s front page. In this way, while Tumblr and Yahoo are independent, they can share viewership and can charge higher rates for advertising.