Tumblr is a microblogging platform launched in 2007 that allows users to post various types of content like text, photos, videos, and more. The document provides tips for brands considering using Tumblr, including understanding the platform's large young user base, utilizing features to optimize posts, and exploring how successful brand blogs engage audiences. Brands should focus on delivering shareable content aligned with user behaviors to build followers on Tumblr.

1. “”
Talkin’ Tumblr: An Introduction for Brands
Tumblr is a customizable microblogging platform. It launched in 2007, but has really taken off in the
last year. In fact, eMarketer reports that Google predictions indicate “Tumblr” could become the
generic word for “blog” by the end of 2012. Users can create content from mobile phones or desktop
browsers. Similar to Twitter, users can follow other users and repost content.
When it comes to brands, fashion and media companies have been the pioneers in this space. Are
you considering Tumblr for your brand? If so, check out these four tips.
1) Understand the platform user base to determine the fit with your brand & content
AUDIENCE* ACTIVITY*
140 million users 23.1 billion posts
42% in US 16.7 billion monthly page views
TOP 25 US SITES
1 Google
2 YouTube
18-24 FEMALE 3 Facebook
25-34 4 Twitter
.
.
.
21 Tumblr
*Quantcast, May 2012
BEHAVIORS Gender
Average time spent in minutes per visitor
(Worldwide, Jan 2012)
Most users reblog content vs. posting
original content. Popular content includes: Facebook 405
Tumblr 89
Humor, GIFs, Memes
)
Pinterest 89
Fashion & Design Twitter 21
LinkedIn 17
Photography & Art
Myspace 8
Google+ 3
Food & Drink Source: comScore data (cited in WSJ Feb. 28, 2012) as
reported by eMarketer
Celebrity Tip: Alternative ways to engage with consumers
include Meetups and templates
Talkin’ Tumblr: An Introduction for Brands, Vol 1., Issue 1, June 2012 © Leo Burnett
Contact: Marina Molenda (312-220-5465) or Kate Twohig (312-220-6734)

2. “”
Talkin’ Tumblr: An Introduction for Brands
2) Utilize features to optimize your presence
Variety of post types: text, View current followers or
photos, quotes, links, music explore other bloggers
and videos
Posts can be
published now, on a
pre-determined
date, saved as
drafts or marked as
private
Tags can be added
for better search
capabilities
Custom urls can be
created for posts
All followers posts are displayed View notes, reblog or
within the dashboard interface like each post
3) Build a following
1) Engage with other users’ posts Tumblr Radar
(reblog, like, etc.) •Showcases interesting or
sponsored blogs
2) Follow other users •120M+ daily impressions
3) Promote your blog via linking and
posting content to other sites
4) Use Tumblr’s paid media options
Tumblr Spotlight
•Features blogs
curated by Tumblr
staff
•Sponsors can also
Tip: be featured
Highlighted posts should be utilized
strategically & sparingly to avoid
annoying users or looking like spam
Highlighted Posts
Tumblr is open to discussing custom •For $1, posts can be
sponsorship ideas with brands highlighted & stickers
can be added for
emphasis
Talkin’ Tumblr: An Introduction for Brands, Vol 1., Issue 1, June 2012 © Leo Burnett
Contact: Marina Molenda (312-220-5465) or Kate Twohig (312-220-6734)

3. “”
Talkin’ Tumblr: An Introduction for Brands
4) Explore successful blogs for inspiration
Kate Spade NY
URL: http://katespadeny.tumblr.com/
Theme: Fashion
Highlights:
• Uses an array of images and colors to provide a
sense of the brand to followers
• Showcases brand’s personality and tells brand
story by featuring behind-the-scenes content and
sharing what and who inspires the brand
• Includes giveaways/sweepstakes within overall
content of their page
This post was reblogged from
another Tumblr partnering with
Kate Spade for the Giveaway
Huggies: Highchair Critics
URL: Highchaircritics.com
Theme: Celebrity
Highlights:
• Entertaining content about everything
“celebrity baby” plus fun baby videos
• Followers showcased on home page
• No mention of Huggies besides link to
their Facebook page
Whoʼs Using it?
#WhatShouldWeCallMe
URL: http://whatshouldwecallme.tumblr.com/
Theme: Humor
Highlights:
• This user-generated blog created in February
2012 has over 34K followers and has been
featured in several magazines
• Key to success is humorous GIFs (animated
images) used to convey funny reactions to a
variety of situations
KEY TAKEAWAYS:
Tumblr is best suited for brands that deliver content which aligns with platform user behaviors
Content that can be consumed quickly and inspires sharing is best for the platform
The most successful Tumblr blogs have focused content and often appeals to a specific lifestyle, state of
mind or interest
Discoverability can be optimized by using custom tags and URLs, Tumblr advertising (as appropriate), and
distribution and linkage to other brand social accounts and digital properties
Talkin’ Tumblr: An Introduction for Brands, Vol 1., Issue 1, June 2012 © Leo Burnett
Contact: Marina Molenda (312-220-5465) or Kate Twohig (312-220-6734)