almost home
🩵 avery cochrane 🩵
Jar Jar Binks Fan Club
Color Me Curious
No title available
cherry valley forever
The Stonewall Inn
Kiana Khansmith
Discoholic 🪩
No title available
Phantogram Three
Cosmic Funnies
Monterey Bay Aquarium
Interview Vampire Daily
2025 on Tumblr: Trends That Defined the Year
The Bowery Presents
izzy's playlists!
blake kathryn
Fai_Ryy
tumblr dot com
seen from Bangladesh
seen from Germany
seen from Brazil
seen from Georgia
seen from Malaysia
seen from United States
seen from Malaysia
seen from Indonesia
seen from India
seen from United States
seen from Argentina
seen from Ireland
seen from Malaysia
seen from Germany
seen from Bangladesh
seen from Türkiye
seen from Indonesia
seen from Slovakia
seen from Philippines
seen from South Africa
@storytellers-yahoo-old
PROTOTYPE
To promote the launch of Paramount’s new film, Ghost In The Shell Yahoo Storytellers ran two different activations - a future fashion event at Paris Fashion Week and a video series on the future of technology. All content created is now running across eight markets, whilst hosted and promoted on Yahoo Movies and the Ghost In The Shell Tumblr pages.
See Tumblr
See Video
See case study
'Souls of New Orleans' highlights New Orleans as a top destination to visit in the USA for music, art and food lovers.
Visit Site
Clarins partnered with Yahoo Storytellers to find Tumblr Influencers to visualize thermic shock moments and to promote their new Hydra-Essentiel Silky Cream. The Tumblr blog featured also a UGC element where people can upload their moments for the chance to win a Clarins hamper.
Visit Site
Cadbury was joining forces with Yahoo Storytellers in launching a content marketing campaign across Yahoo and Tumblr to drive digital engagement for its #Cadvent Christmas campaign.
Visit Site
See case study
See case study
THE AUDIENCE IS IN THE TAGS
We know people aren’t only using search engines to discover content and products. They are searching in apps, blogs, vlogs and obviously on social. A recent GWI study showed 36% of 16-24 year olds use social media for product research. Emarketer has also recently pointed out that social is playing a somewhat larger role in product research and information-gathering than before.
Tumblr has some case studies on how to use these trends to generate product or messaging awareness on the platform.
So how do we ensure the content we create or the content we advise on meets the needs of both the brand and the intended viewer? Simply speaking, when we think of social content, we first think of communities. Communities that comprise of the people who will see, and most importantly, share your content.
Like any polite conversation, we listen first before we join in. When we do join, it’s to offer value through unique, engaging content we’re confident they’ll love. Content that tells the brand story.
The communities are in the tags
Even without using social listening tools, you can identify communities by looking at tags.
For example, the above post from Mensweardog, one of the more unique influencers on the planet.
Let’s go through the tags. The broad community tags first: #Dog. An animal only rivalled by cats in popularity on the internet. Then #fashion. A huge community on Tumblr, same as #style. #menswear - not as big as #fashion, but still significant. Now we get to the Niche tags. Niche tags here #Shiba, #Dapper, #bowtie. And a unique tag here too #thedogfather.
While the unique tag could start a new conversation, it’s the broad and niche tags that get it seen in the first place. The broad and niche tags represent communities that could share the content. We always aim for at least three relevant communities. The quality and the uniqueness of the content is what will drive the engagement once you reach the community.
You may think: hang on, this is a dog. An animal second only in popularity to cats on the internet. Way ahead of baby squirrels or otters that look like Benedict Cumberbatch. To boot, it’s an incredibly handsome, well-dressed dog. Of course it’s a popular post.
So let’s look at another popular post from our partner Discover Great Britain.
Their goal was to create awareness of the locations and experiences that were hidden on their website.
It’s post introducing Hever castle that appeared shortly after they launched their Tumblr. The communities they reached can be seen in the tags again.
#landscape is massive, so is #travel and #britain. #history is bigger than you think. And everyone loves a #GIF. Niche tags. #castle and then #tudors, #henry viii, #ann boylen. This tagging strategy gave the content the best chance of being picked up by a relevant community. And it was. Every piece of content for this Tumblr had a clear goal and an audience in mind.
Finding the right audience
Assuming that the relevant communities are right for your brand, how do we find which tags to use? There are several ways.
The simplest is through social listing tools, like Union Metrics or Crimson Hexagon. This can tell you tag and therefore conversation volumes quickly, and the associated tags.
By searching for #britain, or #castle, you would discover that #landscape is frequently used too.
If you don’t have access tons social listening tools, there are other methods:
The Tumblr explore page. You can see trending content, with or without searching
Union Metrics blog. A great resource for all matters relating to social content trends
Thefandometrics. For tracking fandoms on Tumblr
For the main community tags and popular content by vertical, visit our popular content blog
Making content that engages with that audience
Now you know how to reach the communities, so how do you make that unique content they’ll want to share?
A search will start to reveal patterns. For example: if you searched for food, you may find a few trends, like creative food/food art, food cinemagraphs, or quick/lifehack recipe GIFs.
For brainstorming ideas, you can apply trends from other big conversations/communities. Concepts that work are at the intersection of brand story and the relevant conversation.
For Amazon’s 2nd series of Mr Robot, we learnt a huge amount through content analysis. Both Rami Malek the actor and his screen alter ego Eliot Alderson are popular. So is Christian Slater. Fans of the show make and love fan art. The show’s quotes are popular. GIF sets summarising key moments from an episode will appear shortly after a new episode.
These patterns that informed the content themes. Once we knew what content could work, we set about making it. We used the most innovative content creators we knew.
We used amazing creators to ensure we made the unique and original content that would add the value we wanted. And we added a few remixed items from our in-house influencer/Tumblr artist.
The results are in the notes. Lots of views, and importantly, lots of liking and sharing.
To summarize, here are our top tips for making social content
Every piece of content should have at least 3 reasons why someone would share it
Mix popular and niche tags
Experiment with different upload times. We didn’t cover that in much detail, but some communities can be active at different times. Scheduling posts for 5-6pm can be helpful as this covers European, North and South American time zones.
Happy Creating!
TAKE THE SIX STEPS...
You’ve probably noticed the continued rise in spend on content and native over the last couple of year. So if it’s the format du jour, why is it important to make it inspirational?
To start to answer that question, let’s go back a while to France, early 1900’s, and the Michelin brothers. They have a job in selling tyres.
They may have put out a few double page spreads in LE MONDE, talking about the virtues of their products.
Their biggest issue wasn’t just that people were not buying tyres. People were not buying cars. So they took a creative approach that still resonates today. They figured that by trying to sell cars, they would sell tyres. Sound logical in retrospect.
And what better way to tempt a food-loving French person out of their home and behind the wheel of a new car, than by putting a publication out that catalogs the delicious treats can be found all around France. If only these French folk had the means to get to the various gastronomic locations.
The Michelin brothers following the basic principle of content marketing. They made content that solved an advertiser goal, by first solving a human need. Fast forward to 2015. The content marketing industry is in full flow. In the UK, spend on content and native has increased by 49.9% in 2015
Yahoo runs a study with 4000 people, in the largest content marketing study of it’s kind across Europe. It’s called the Return on Inspiration study. We wanted to find out what the key drivers are for successful content marketing. Success in this instance obviously means driving key brand objectives.
The word inspirational comes back time and time again in the research. I’m going to quote the research lead on the project, Patrick Hourihan:
"we found inspiration to be the number one driver of a successful content marketing campaign. When achieved and done right, an inspirational campaign has proven uplift on behaviours such as purchase intent, brand affinity and likelihood to share content by up to a factor of x1.84.”
76% of respondents said the following on inspirational content: “It inspires me to try new things.”
And 73% said: “It opens my eyes to new perspectives and ideas.”
To state the obvious, you can see how inspiring someone to try new things, or consider new things, applies to marketing objectives.
If you think of the familiar marketing funnel or cycle, you can see that content marketing can be effectively used for getting attention, as well as driving further discovery.
At the first stage, you need to inspire people. Big tick for content there. Arresting visual content in a social feed for example. Which people can share. Next stage, discovery. Certainly giving details of a travel experience or location can be effectively done through creative content. And then we have bookings - an action probably driven nowadays through programmatic display or native formats.
There is the additional benefit of making content that users actually want to see. It earns an audience over time as they read your articles, watch your videos and follow your channels because they like good content. This approach obviously costs less than promoting content that people want to see. So in this regard, is content the best brand advertising you can do? I’ll leave that question for another time.
I think we all suspect content is the new display, so the biggest challenge appears to be making content that resonates. Steven Ackerman from Something Else suggests that folk used to making ads may be struggling with content on this this blog post.
We take inspiration from the Return on Inspiration study to make content. Besides using data from Yahoo, Tumblr and the various content data tools to make better decisions, we find success following the 6 steps that came out of the study. We apply these steps to our creative ideation output (brainstorms).
The 6 steps to making content that people like
Make things visually distinctive. Electrolux made a huge impact with it’s recipe Tumblr - Now You’re Cooking. They key was in the execution - top down, quick cuts, time lapses were visual treatments ahead of their time, and made their content distinctive.
This step isn’t just about beautiful video. James Curran, also known as Slimjim, is across several platforms with his distinctive, playful looping GIFs. Will our idea be visually distinctive?
Tell people useful things they didn’t know. Useful advice, tips or information. Turns out helping people in small but significant ways makes them happy, and in return, they like you. Who knew. Can we do work to find genuinely useful facts? This post from our Discover Great Britain Tumblr - Top Harry Potter Locations - had excellent earned success. We didn’t make new content, just combined audience interests and beautiful photos.
Tell real, compelling stories: who can tell a story more authentically? Perhaps a fan with a great story?
Show positive intent: the consumer comes first in content marketing. That’s can be the hard bit for our industry, who are using putting the brand first. Turns out if we create content that benefits the brand first, people can tell.
No trust, no inspiration: people who say they trust content are 3x more likely to share content or feel positive about the brand. The result of putting users first.
Keep entertainment simple: light-hearted, simple, fun content boosts share-ability. This example is perfect - Living with Lag
Happy creating!
Visit Site
PANDORA #TheLookOfYou campaign for their Autumn/Winter range. Yahoo Storytellers created an experiential event at London Fashion Week called the PANDORA’s ‘Retouch, Revitalise, Recharge’ lounge at the Ham Yard Hotel providing the setting to capture rich content to engage Tumblr’s millennial audience.
Visit Site
The campaign involves sponsorship of the F1 channels of the Yahoo Sport sites in the UK, France & Germany to activate Bose's sponsorship of the multi-Championship-winning AMG Mercedes F1 Team.
Visit Site
Tumblr, Colgate Kids and legendary children's book author, Claire Freedman have teamed up to help encourage kids to brush their teeth for the recommended time of two minutes.
Visit Site
This campaign by British Airways highlights the top destinations of the USA.
Visit Site
See Video
Visit Site
Visit Site