It seems like there’s no stopping Tumblr from bowling over its competitors according to digital business analyst comScore. In the report, social networking site Tumblr saw its search queries increase 100.5% from July 2011 to July 2012, gain 24 million visits in July and increase 200% from year to year.
Founded in 2007, Tumblr is a hybrid of a blogging platform and social network, where users can post a variety of media like text, photos, links, music and videos. They can also customisable their blog using templates and HTML. Of the 66% of online adults who said they use social networking sites, 5% of them use Tumblr, according to a survey by the Pew Internet Project reporting research up to February 2012. Many of these users are young adults with 11% saying they use Tumblr.
With its slogan as “Follow the world’s creators” Tumblr’s success can be pointed to its constant creation and sharing of content by its users. Characterising Internet users as creators, those who post original photos or videos, and curators, those who repost or share photos and videos they found, the Pew Internet Project determined that 56% of Internet users create or curate and 32% do both, as of August 2012. Tumblr currently lists having 75.1 million blogs and 32.4 billion posts. Blogs and posts are simple to share with users being able to follow bloggers easily using its platform. Many users flock to the blogs of the Internet’s popular niches, memes and ‘fandoms’ on Tumblr such as the iconic BBC show Doctor Who.
In another report, Tumblr had 53.2 million monthly visitors in the US and 149.7 million globally, according to Quantcast. After first reaching its milestone of 5 million visitors per day back in November 2010, Tumblr has steadily increased to its peak of 16.319 million visitors on September 24, 2012.
WIth its increase in popularity, brands, publications and other social networks have taken to the innovative blogging platform to promote and communicate their image. Brands like designer label Alexander McQueen use Tumblr as its content management system, displaying a stream of images of the company’s clothing and fashion on its site. Showing a trend of merging and cooperation between social networks, Twitter uses Tumblr by posting company news and service update reports. They also link to their official company blog, Twitter support pages and developer community. In order to connect with readers and promote issues, respected publications like Rolling Stone magazine and The Economist use Tumblr’s easy-sharing network articles and images.
Becoming more than a social network online, Tumblr has a feature called Meetups, in which users can meet other local users in real life. Some of these meetups are made publically and are located all over the world, from Los Angeles, California to Abu Dhabi in the United Arab Emirates.