Hello my fellow bloggers if you have been with us for the last three years you have seen us through a troubling dark age, especially those that have survived this past year. Though we can look with heads to the sky our praises have been answered, Yahoo and by proxy Tumblr has been purchased by Verizon a deal to be put into effect in 2017. Here’s what his means for Tumblr, first and most importantly Tumblr’s new grandparent company has expressed that they have no plans to shut down the site, so you all may rest easy as we make our way towards a bright new future. Verizon hopes to further establish itself within digital advertising in adding more media properties to its portfolio that already includes former tech powerhouse AOL. Verizon has also noted that they seek to split up Yahoo from its subsidiaries meaning that Tumblr will once again be able to operate as a standalone organization so you can happily say goodbye Marissa Mayer.
Now not to say that the Verizon buyout doesn’t have troubling possibilities for the site is completely incorrect, to Yahoo’s credit they did recognize the fact that they don’t directly know how to deal with the social media platform. Ultimately their fumbling in handling Tumblr has result in stagnation of the momentum the site once had in 2012 but that doesn’t mean that it is too late to reinvigorate the platform and raise it past its former glory. Now intending for Tumblr to easily beat out the likes of Facebook may be a stretch but that doesn’t remove that possibility. I can already hear your simultaneous groans at the thought of Tumblr becoming a Facebook size platform causing for many new members flocking to the site because it has become the cool thing to do. I understand in your pessimism you find popularity to only lead to the site ultimate downfall but before full accepting that distinction I must first direct you to the case of Vine. Vine being the short form video platform a smaller branch of the already successful platform Twitter is going to be shutting down in the coming months.
The reason I direct you to Vine is in how it may have survived new has recently come out that a meeting between the top viners and Vine executive where content creators demanded for Vine to pay Viners 1.2 million as well as making a few changes to the site to better suit content creators in exchange Viners would produce 3 Vines a week for the next year. Ultimately when fans of Vine found they immediately began to criticize Viners for being entitled seeming that 1.2 million is more than enough to make a six second video, though they don’t see the bigger picture. Now no one will ever know if bringing back the top Viners would have saved the app but maybe further negotiation should have been made on the matter. A social network investing finances into its top content creators is essential to the longevity of a that depends on people to produce new interesting content the best held example of this is YouTube who manages to have strong working relationships with the majority of its most successful members. This has ensured that even as time progresses the while still be content creators making new and exciting content which bring in revenue for both the creators and company.
How does this investing in content creators apply to Tumblr you might say bloggers on Tumblr who are successful don’t get paid by the site they find other streams of income. This is exactly the case with Tumblr Viners weren’t being paid by the platform so they interacted with third party advertisers as a way to bring in income. The position Tumblr could play is in seeking out emerging bloggers and circumventing that process being a middle man between advertisers and creators allowing them to leverage the platform to advertisers by offering them niche markets they may thrive off of. The issue many companies have when approaching the idea of making revenue off of Tumblr is that their approach is very much driven toward reaching as many people as possible not trying to market to more specific demographics which is what makes up Tumblr, large fairly close-knit communities. Take for example Tumblr’s art community filled with many young artists in both traditional and digital art mediums.
These people are able to develop a rather wide audience of fans that through Tumblr they can interact with establishing a more human connection this is the same way many musicians have been able to showcase their talents leveraging the platform in their favor to gain dedicated fan bases. If Tumblr hopes to gain revenue from advertising they must do so in a more organic fashion. Tumblr needs to reach out to it biggest and emerging bloggers in the many different communities and work out a deal that allow them to do more than they would have alone in exchange for producing a certain number of original post a week. Such as let’s say you’re a digital artist that wants to be able to do a big giveaway where they send out multiple prints to winners that art autographed and can be shipped to even international fans in a timely fashion, this an immense task for one person to handle but under a corporation it’s child’s play. Now the gain Tumblr can use the audiences of bloggers they make advertising deals with businesses that would be relatable to community like Adobe or Wacom.
Companies that are easily to integrate as advertisers on artist blogs put being able to present it in a way that maintains Tumblr’s “authentic” nature that make the current advertising method an eyesore. Internet users are constantly bombarded with all types of ads they have become a custom to ignore and none has been more obvious than Tumblr. If ads are constantly being scrolled over and ignored because users already are being alerted that they are being sold something that is bad marketing. For Tumblr to succeed as a business they need to reach out to members to find a better way in which to integrate advertisements to ultimately increase audience retention and as a result increasing revenue gained from advertisers. The best course of action is to bring in popular graphic designers on the site working to create advertisements that mesh seamlessly with the platform and creating these in many different forms for different communities. Take for example an ad for a craft brewery owned by Budweiser where the ad is gif of a beer being poured into a glass but instead of it being manufactured by some designer from the ad team it is crafted by someone who is familiar with creating perfectly looping gifs that have a certain human made quality to them these are a lot more effect casue they grab a viewer’s attention for the right reason. Tumblr is a platform born of internet niche culture and for it to survive in the future it must adapt at a corporate level to maintain that. This progressive practice I predict will soon become the norm as companies shift from advertising to the masses to advertising to the communities of already perspective buyers. If Verizon hopes to turn a profit on Tumblr it may want to aim more towards this model of marketing or it may find itself replaced by a platform able to adapt to this way of thinking though these next few years show a bright future for Tumblr