Tumblr for Business: Everything You Need to Know 2022
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Even though Tumblr’s user base is far smaller than those of Twitter and Facebook, it still has the potential to be a very beneficial social media network for your company. This is the proper way to apply it.
Because Tumblr is a social networking site that is loaded with blog entries and graphics that are captivating, it is an excellent choice for hosting a company page and for displaying advertisements.
Tumblr is an alternative that may be trusted for marketing to younger consumers; yet, the platform’s user base has always been smaller in comparison to that of Facebook, Twitter, and Instagram.
Integrating Tumblr with Google Analytics enables the platform to give more valuable audience analytics.
This post is geared toward entrepreneurs running small businesses who are interested in promoting their brands on Tumblr.
Tumblr isn’t frequently brought up in conversations about marketing on social media, but it should be. However, this does not imply that the value of this social network and platform for multimedia blogging is null and void. Read this tutorial to get a better understanding of what precisely Tumblr is, how to utilize it, and how your business can reach the valuable audience that Tumblr has to offer before you dive in and try it for yourself.
Tumblr was first introduced to the public in 2007 and was later acquired by Yahoo in 2013. Following that, Verizon completed the acquisition of Yahoo in 2017 and became the new owner of Tumblr. Tumblr was sold to Automattic, the business that is also responsible for WordPress, in the year 2019, and Automattic is still the owner of Tumblr today.
According to the firm, Tumblr has expanded to host more than 549.5 million blogs since its launch, and Statista claims that it had more than 312 million monthly views by the beginning of 2022. Why would anyone want to do that? Tumblr is more than just a site to exchange life updates, GIFs, and pop culture memes, especially when compared to some of its competitors. You are free to share personal or professional blog posts, as well as images and videos, on this platform.
Because blogging is the primary purpose of the Tumblr platform, you will be prompted to start a blog as soon as you sign up for an account on the website. Every user is required to have a primary blog, although they are free to create additional blogs if they so choose. It’s possible for a user to have a personal blog that serves as their primary blog, while also maintaining several blogs that are devoted to advertising, say, their photography company. The alternative is also a good choice to consider.
Getting used to Tumblr’s dashboard doesn’t take much time at all. A series of buttons can be found to the right of the search bar. The “Explore” button, which has the appearance of a compass, will direct you to posts that are currently popular. To send a private message, select the “Inbox” icon located on the right. The “Messages” tab is for instant messaging, the “Activity” tab is for notifications, and the “Account Settings” tab is for customizing your account. You can create a text, photo, quote, link, chat, audio, or video post by clicking the “New Post” button, which is located all the way to the right.
Posting to Tumblr
On Tumblr, there are seven different kinds of blog posts that operate in a manner analogous to that of templates.
Text posts: You have the ability to produce text posts of whatever length that you see fit, be it very long or very short. When you create a post consisting of text, you have the option of giving it a title and then typing in the text that you want to share.
Posts that contain quotations are known as quote posts, and their primary purpose is to highlight a famous person’s or author’s words.
Chat posts are supposed to be used for sharing talks with other users. In addition, you have the option of including a title with your chat posts. Your chat will be formatted to look like an instant message conversation if you use the text box that is located underneath the title box.
You are able to share a link by using this format for your post. After you have pasted the link, you will see a preview that contains the image and title (both of which may be edited by clicking on them), in addition to another area below.
Photo posts: You have the option of uploading individual pictures or groups of images, both of which can be arranged in a number of different ways using Tumblr.
When you submit videos, you can either embed videos from other websites, like YouTube, or you can upload videos from your own computer.
Audio posts: Most of the time, users record music to share as an audio post on Tumblr; however, some users also record themselves speaking and publish the recordings on their blogs in the style of podcasts.
After you have written a post, you have the option of publishing it immediately, adding it to your queue, setting a timer to publish it at a later date, keeping it as a draught, or publishing it secretly so that only you have access to it. The Tumblr queue functions in a manner very similar to that of scheduling your posts for a later time, with the exception that Tumblr chooses when to publish them. Even if you don’t have time to update every day, you may still maintain an active blog by using the queue to store posts in advance. You have the option of configuring Tumblr such that it publishes a predetermined number of posts from your queue at a predetermined interval.
The following is some Tumblr terminology that you will probably run into as you become more familiar with using the platform.
Reblogging: Reblogging is like retweeting on Twitter. You have the option of reblogging an article exactly as it is or adding your own commentary or photographs to it. The majority of users respond to posts by reposting them, and the majority of users reblog more often than they post original content.
Notes are generated whenever someone reblogs your post or likes it; this action is referred to as a note. The total number of comments is shown just below each post. Posts that are particularly popular often include thousands of comments, and many of these comments have been circulating across the Tumblr community for years.
Asks: Tumblr is equipped with a number of tools that make it possible for users to communicate with one another. The first one is known as Asks. Each blog includes a box labeled “Ask” that visitors can use to submit questions, comments, or other feedback. You have the option of responding to a person’s inquiry in secret or in public.
Despite the fact that photographs and links cannot be transmitted through the Asks platform, users are still able to share them by using the “Submit” button.
Tumblr’s version of tagging, known as hashtags, is analogous to tagging used on other social media platforms; nevertheless, there are important distinctions between the two. For instance, you are free to make them as long as you like and add spaces if you use Tumblr. These hashtags are also posted beneath a post, and another way they can be used to categorize postings is by using a tag cloud.
Pros and cons of using Tumblr for business
Tumblr has the potential to be an effective tool for marketing your company and communicating with current consumers as well as future clients; but, it also has certain limitations. The following is a list of some of Tumblr’s advantages and disadvantages.
Tumblr’s potential benefits for commercial use
You have the ability to interact with a younger audience. The bulk of Tumblr users are members of the Millennial and Generation Z generations. Because of this, Tumblr is a good choice for your marketing initiatives if the age group of people you are trying to attract is younger. [For advice on marketing to members of Generation Y, see the following.]
You can employ visual media. Tumblr is an excellent platform for doing marketing and advertising activities for your company if you are more at ease with the visual forms of these activities. Because the platform places a strong emphasis on visuals and works of art, using it to visually market your business is one of the most effective ways to do it.
You are able to construct a website. Because of the platform’s extensive customization options, Tumblr can serve as the official business website for your firm. In point of fact, compared to hiring a developer, this method of website construction typically results in lower overall costs. In spite of this, some people may be able to detect right away that the website you are visiting is a Tumblr page, which, depending on the type of individuals you are trying to attract, may not give the impression that you are the most professional.
Negative aspects of using Tumblr for professional purposes
The number of people who watch it is dropping. Since 2018, there has been a noticeable decrease in Tumblr’s audience. This is a result of the platform’s decision to prohibit information that is not suitable for work or school, a decision that is a far bigger concern than it might appear to be on the surface. Because Tumblr was one of the only major social networking platforms that permitted information that is not suitable for work or school, when it implemented this prohibition, it caused millions of users to leave in protest.
A small percentage of them have made it back.
It’s not as widespread as other social media networks like Facebook and Twitter. Even before the mass flight of users that occurred a few years ago, the platform’s user base had never quite grown to the magnitude of that of Facebook, Twitter, or Instagram. The decision to market on Tumblr has always been one that is made by small business owners with the understanding that they will reach a significantly smaller audience than they would with other available options.
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Engaging clients that are older can be challenging. You have a better chance of finding success on Tumblr if the demographics of your customers fall into the older age ranges. According to Statista, the majority of platform users fall in the age range of 15 to 35 years old. The site caters primarily to younger people.
How to use Tumblr for business
The following are some of the ways in which Tumblr can be of assistance to your company.
1. Create a website out of it.
On Tumblr, in contrast to other social media websites such as Facebook and Twitter, you have a great deal of leeway to personalise the appearance of your blog. There are premium and free themes available, in addition to the option to design your own. Your level of expertise in web design is the only thing that will restrict the things you can do with your page. Some entrepreneurs choose to utilise Tumblr as the website for their firm since it can be modified with relative ease. You have the ability to buy desired URLs that are appropriate for your business and then redirect them to your blog on Tumblr.
Jen Refat, the founder of Craftic, explained why she chose to construct her test website on Tumblr rather than investing a lot of time and effort into developing a full website. “I wanted to be able to launch rapidly without having to put in a whole lot of time and work,” she said. “There is a great deal of room for personalization. Not only was it simple to design and deploy within a week’s time, but the built-in social networking feature has proven to be incredibly beneficial in sharing my content with others.
Refat continued by saying that because Tumblr is home to such a robust community of do-it-yourselfers and craft enthusiasts, her postings serve not only as blog instructions but also as advertising posts for other people who enjoy making.
Have I told you… Taylor Swift is one of the most renowned users on Tumblr, and she possesses social marketing skills that many business owners would covet. These are qualities that other business owners may learn from.
2. Promote your business on Tumblr.
Tumblr gives companies that are interested in advertising partnerships with the platform a number of different choices to choose from. There are native advertising experiences available, as well as chances that may be tailored to match the specific requirements of your business. The vendor also offers something it calls the “Tumblr Creatr Network,” which is a group of artists and designers that companies can engage with to create advertisements.
Tumblr, like most other online platforms, has an advertising policy that dictates what can and can’t be shown in advertisements. This policy was developed in accordance with the “guiding principles” of the firm as well as regulatory laws. Tumblr suggests to marketers that they “be honest to a fault” and imaginative since “Tumblr users enjoy that.” This is one of Tumblr’s core principles. To get the ball rolling, proprietors of businesses need to complete a brief form that can be found on the advertising page of Tumblr.
3. Identify themes that are currently popular.
Tumblr’s trending topics page (located in the “Explore” section) is full of news and conversation pieces, just like the trending topics pages on other social media sites. It highlights the posts, blogs, and subjects that have received the greatest attention. Make a mental note of the topics and posts that are generating a lot of interest on the site, and consider how your company could benefit from publishing content on those topics. Just make sure that the themes are related to your business; otherwise, you will appear to be inauthentic and you will be targeting the incorrect audience.
4. Collect information about your target demographic.
Even though Tumblr cannot independently do analytics on your page, it works in tandem with Google Analytics in a smooth manner. You may discover the amount of people who visit your blog as well as how frequently they do so by linking the two together. The search keywords that led people to your page and the geography of your audience are two more types of metrics that are available. For further information, please refer to our introduction to Google Analytics for beginners.
In case you were wondering, although social media platforms such as Tumblr and Instagram tend to get a poor press for the effects they have on young people, these websites can actually open surprising possibilities for businesses. Consider, for instance, looking into the unforeseen benefits that Facebook can provide for your company.
5. Pay attention to the needs of the Tumblr community.
Users of Tumblr place a strong emphasis on community. In order to sell to this audience, you not only need to share relevant posts and use the appropriate hashtags, but you also need to respect the community and become a part of it in a way that is appropriate for your company. Therefore, in order to prevent your postings from disappearing into the nothingness that is Tumblr, here is what you need to know about the Tumblr family:
Young people make up the majority of Tumblr users. If you are interested in attracting younger individuals, you will be pleased to learn that this platform makes it simple to communicate with members of the millennial and Gen Z generations. This also implies that a lot of the stuff that is published on Tumblr is hilarious and snarky, which may not come as much of a surprise to some people. Bear this in mind when formulating a plan for how to sell your products or services to your target audience through the use of this forum.
The community is really encouraging and helpful. Many people who use Tumblr consider themselves to be social misfits. Bloggers have found that they are able to share content on Tumblr that they are unable to publish on other social networks. They discover others with whom they share common experiences while retaining the option to do so anonymously. It is not uncommon for posts on Tumblr that share hotlines and inspirational advice to gain widespread attention on the platform. The Tumblr community is also a strong advocate for increasing awareness of mental health issues.
Because of the encouraging atmosphere of the network, many people who use Tumblr have developed genuine connections with one another.
Fandoms may be found just about anywhere. Tumblr itself is a large community, but the platform also serves as a hub for a great number of more intimate communities. The majority of them are fandoms, which are communities of people who are devoted to a specific hobby or interest. These passions can be related to a variety of media, including movies, television shows, comic books, novels, video games, and more. Find strategies to market to members of a certain fanbase on Tumblr if the interests of your brand are relevant to those of the community.
Influencers are essential. Popular users on Tumblr receive a significant amount of interaction from their followers, just as they would on other social networks. If one of these influencers chooses to reblog your content, it has the potential to attract a large number of new visitors to your page and to boost the number of people who engage with your articles.
These are the bloggers whose work you ought to read regularly. Observe how they communicate with their fans and pay attention to the content they post. Even if they don’t take notice of your blog, understanding how they use Tumblr might provide insight into how you can approach your own strategy.
Spend some time learning about the Tumblr community as a whole and identifying the subset of users who are the best fit for your product or service so that you can maximise your chances of commercial success on the platform.
One last piece of advice: avoid acting like a brand. Take on a persona, making certain that it is approachable and, most importantly, authentic, in order to earn the respect of the Tumblr community. Tumblr is one of the ways in which your company can achieve the goal of maintaining humanlike relationships with its customers and other businesses.