Tumblr is currently the #13 website on the Internet, with over 8 billion page views per month. Last year, it gained notoriety as one of the biggest platforms in social.
But how should brands be looking at Tumblr? Is there a benefit to a paid presence there?
Tumblr Is the Home of Teens and Millennials
Tumblr’s audience is young and smart. According to Quantcast, Tumblr indexes very highly for people aged 18-24. Most of Tumblr’s visitors have been to college, too. And while most visitors currently make less than $50k, that’ll change. Any brand who wants to reach teens or Millennials should be considering how to reach them through Tumblr.
Youth-friendly brands have already started building their owned Tumblr presences. Brands from luxury and mass market verticals alike have jumped in. Kate Spade, Adidas, NBA, Spotify, Whole Foods, Audi, and Land Rover are already on Tumblr, to name a few.
Don’t other social platforms already have plenty of young people (and great ad options)?
Young people, who, by virtue of being college students, were the ONLY people on Facebook ten years ago, are too old to be teens or Millennials now. Then older folks, the moms and dads and aunts and grandpas, have joined Facebook too. No offense to moms and grandpas, but young people looking for spaces to make their own are emigrating to other platforms like Tumblr.
There are also some signs that Millennials and teens have been slower to join Twitter than other age groups. Just this past week, Garry Tan, the co-founder of Posterous, informally surveyed over one thousand people and found that teens are using Tumblr more than Twitter, Instagram, and Facebook.
Be Heard Above the Noise
Facebook is crowded. Most major brands (and their competitors) have already created Facebook Pages and tested Facebook advertising. Facebook noted in its 2012 SEC filing that over four million businesses had created Facebook Pages. And while Tumblr has many respected and forward-thinking companies on its platform, the brand adoption rate hasn’t yet exploded. Brands are likely to be heard on Tumblr simply by virtue of the higher share of voice they’ll enjoy. (Before everyone else finds out about it, that is.)
Paid Options for Tumblr
While companies are working to figure out how their own Tumblrs (or “Tumblelogs”) might look, brands can now reach teens and Millennials through more traditional means like advertising. 140 Proof offers brands the opportunity to reach this up-and-coming audience through its Native Ads for Social Sites program.
140 Proof helps brands place advertising on Tumblr sites the same way they place more traditional display or other social advertising. This paid option allows brands to test Tumblr strategies before making an investment in owned Tumblr properties.
(We’ve always been big fans of Tumblr: it’s the backbone of the 140 Proof Blog!)
To learn more about advertising on Tumblr, contact us at firstname.lastname@example.org.
January 24, 2013 - 1 year ago
140 Proof is expanding its social ad technology offering today with the launch of a new format called Native Ads for Social Sites.
The format allows 140 Proof advertisers to run campaigns on popular blogging platforms like WordPress and Tumblr.
The company started out by using social data to determine user interests and then use those interests to target ads in social networking apps. The new native ad units also use 140 Proof’s targeting technology, but by expanding to blogs, it’s taking another step towards serving, in the company’s words, “any publisher or media brand that wants to monetize social content, online or on mobile.”
Co-founder and CTO John Manoogian III (@jm3):
We’re team particularly excited about adding new revenue solutions for Tumblr bloggers because many companies — including 140 Proof — are already using Tumblr, and they know that Tumblr is an important way to reach customers. At the same time, advertising hasn’t really become a big part of the platform — Tumblr only launched its first ad products last year.
We’ve already grown a long list of brands and Tumblr owners who are waiting to use the newly announced 140 Proof’s ad units for Tumblr, giving us a very strong, positive signal that the Tumblr community is ready and asking for this.
To learn more about connecting with Tumblr’s creative audience for your brand advertising campaign, just email our sales team at: email@example.com.
Read more on TechCrunch: 140 Proof Brings Native, Interest-Targeted Ads to Tumblr and the Open Web
January 24, 2013 - 1 year ago
Tumblr Inc doesn’t have a well-developed advertising offering yet, but that doesn’t mean that brands can’t reach Tumblr’s valuable audiences. Offerings like 140 Proof’s Native Ads for Social Sites offer brands the chance to run campaigns on popular blogging platforms like Tumblr.
Even though Tumblr’s fast-paced growth eclipsing other social platforms, many brand marketers are asking what Tumblr can offer them. Here are five reasons that brands should jump into a paid campaign on Tumblr with both feet:
1. An Audience of Tastemakers
Millennials make up one of the biggest demographic audiences on Tumblr. And they exert considerable buying power, not just on their own but also as influencers of those around them. A new study from the Consumer Electronics Association concludes that “Millennials have the highest purchase intent of all demographics” and they give purchase advice to friends and other family members.
Reaching them in their most-frequented spaces is a big opportunity for not just consumer electronics brands but other verticals like CPG, entertainment, and retail.
2. The Reblog Is King
Sharing is widespread on Tumblr, rivaling or surpassing other social platforms. Tumblr reblogs are fast coming into their own: Buzzfeed earned over 50,000 reblogs for just one of its Grammy night Tumblr posts. There’s even a Tumblr blog dedicated to highlighting highly-shared posts.
Likes on Tumblr are as seamless and fast as Likes on Facebook, and Shares (known as “Reblogs”) on Tumblr are even faster than a Facebook Share. A greater percentage of Tumblr users click Like on Tumblr posts than Twitter users click Favorite on Twitter posts.
3. Tumblr Job #1: Discovery
Discovery is key for brand marketers. And that’s a perfect fit for Tumblr. Tumblr’s young audience visits Tumblr to have fun and discover new things, much like they did when Facebook was a network of age-mates and not yet a family photo-sharing site. And because discovery and sharing are valued so highly (see #2), by many users above content creation, many people on Tumblr are looking for great things to share.
4. Flexible Creative Formats
Content from all other platforms — video, pictures, text — is compatible with Tumblr. Native social ad units for Tumblr are among the richest available, with generous visual space for well-designed creative as well as the traditional text and link. Brands who want to have an earned presence on Tumblr can easily tweak and repurpose their content from other networks, though beware — Tumblr users are more discerning (they see hundreds of great images and stories on Tumblr every day), so they’ll reward only the very best of your creative.
5. Brands Enjoy Greater Share of Voice
As we noted in Why Tumblr Is Important for Brands, other social networks like Facebook are crowded with brand promotions. Most brands’ paid social strategies focus on Facebook and Twitter, because of the broad, sizeable audiences that can be targeted plus relatively easy on-boarding processes for advertisers.
Although many brands have already claimed their Tumblr namespace and started creating content, most people haven’t encountered brand messaging on Tumblr yet. This is partly because brands aren’t yet aware that they can pay to reach Tumblr users beyond existing followers. With no official ad solution forthcoming, paid Tumblr campaigns are still the well-kept secret weapon of a few brand marketers. Paid campaigns on Tumblr from companies like 140 Proof, therefore, offer new reach into the Tumblr audience.
February 12, 2013 - 1 year ago
Because everyone loves GIFs.
March 1, 2013 - 1 year ago
Loved seeing your daughter’s soccer photos on LinkedIn yesterday! And thanks for endorsing me for Project Management on Tumblr.
Wait, that’s wrong. Kid photos go on Facebook. Resume stuff goes on LinkedIn. And gifs from Sunday’s Game of Thrones go on Tumblr.
Different Social Networks for Different Things
You know instinctively to use different social networks for different things. Maybe you don’t use that many social networks (though we encourage you to try Snapchat, just once, because it’s fun), but if you’re online more than a couple hours a week you probably use more than one.
For example, most people reading this article probably rely on LinkedIn for business, Facebook for family, and Twitter for news. A scrappy few among you may also use Path for friends or Pinterest for collections or Snapchat for those random thoughts. The fact that you follow Recode on Twitter and you “like” Angry Birds on Facebook means something. It means that while you might be the same person wherever you go, you say and do different things in each place.
When a Mom Is More Than a Mom
Okay, social data company. What does this have to do with marketing? It means that researching our audiences often reveals associations that we expect and some we didn’t expect.
It means that some of the same audience members show up in different personas. Moms are not only moms. Some moms plant flowers. Some of them love TV. Some of them listen to heavy metal.
For our customers, sometimes it means we’ll suggest the most common related personas for an audience, to help broaden targeting. And it also means that the campaign wrap-up report sometimes highlights a surprising new trend for a target audience. (Hey, CPG marketer! Next time you think about including “Home Automation” in your target or your ad creative!)
People Are Jewels
When you work with interest graph targeting as opposed to demographic targeting, you quickly learn that people have many sides, like jewels have facets. Rather than let ourselves be overwhelmed by their complexity, we should appreciate all we can learn from people and their varied interests.
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April 10, 2014 - 3 months ago