ICYMI: In Case You Missed It - Tumblr’s Response to The Great Twitter Resignation
In November 2022, Elon Musk successfully purchased Twitter and implemented sweeping changes. Twitter users started asking, “Where will I go if Twitter goes away…?”
The answer?
Tumblr 🤩
We seized the opportunity to join the conversation with our “Tumblr Dot Com the Website And App” Twitter persona to reignite a spark with lapsed users and encourage new users to join the chaos and sign up for their first account. An offer that masses simply could not refuse…
Our Post-Musk November 2022 Numbers Registered:
143 Million organic Twitter impressions in November
From Oct 27 to Nov 7, downloads grew 96% in the US
The Gen Z population on Tumblr increased to 68.9% in the week of Nov 15th
Our viral welcome home tweet hit 20 Million impressions &1 Million engagements
As users started to leave Twitter in droves, we just knew it was our time to shine.
Using our brand voice, similar to the average Tumblr users’ language, we created a containment breach on Twitter: we tweeted as if it were an extension of Tumblr itself. This pivoted social strategy included rapid real-time responses to users attempting to dunk on us, clapbacks in every direction, and tons of self-deprecation (especially when Tumblr.com -m-a-y-b-e- crashed for a minute or two from the massive influx of traffic 😅.) Because if you can laugh at anything, not least yourself, you've got a home at Tumblr. And it seems lots of folks want to move in.
Our sister handle @tumblrsupport has worked overtime to guide lapsed users toward password recovery and welcome new users with links to tips and tricks. In the wake of this increased visibility, we crafted streams of messages that were ridiculous, relatable, and (best of all) retweetable in direct response to Tumblr users on Twitter. Flowing like rivers of internet gold, you might say.
⭐️ UPDATE: TUMBLR IS NOMINATED FOR A WEBBY!
⭐️ CLICK HERE TO VOTE TUMBLR ⭐️