Tumblr is many things, a blogging platform as well as a social space. The problem why Tumblr is difficult to understand is that it is relatively popular only in the US, and this makes any global outreach strategy difficult to justify but to be fair, it’s all about repositioning your post to appeal to a younger and more vibrant audience.
During the US elections, Tumblr users were a targeted demographic. Why? It is the young that will shape the future of the country and their views and opinion counts.
Any global brand have to recognize the need to cultivate the interest of the grass roots before they can be harvested as customers. Building that interest doesn’t happen overnight. It takes times and there are many competing brands in the market place which are doubling down on that reach.
Another thing about Tumblr is that it is social. Fellow bloggers connect with one another and this has been a winning strategy for brands who want more exposure. Bloggers on Tumblr are accessible to both readers and brands. It’s also part Twitter, #hastags rule the roost, if you content isn’t tagged, you don’t get found of followed.
Tumblr is all about Content
Forgets about trying to ‘convert’ or monetize. Tumblr is really for those who have content to share. Brand building, engagements with fans, and even a short blog for your company with lots of pictures and hashtags are good to go.
Let’s not deny the fact that the Internet generation is a little short on attention span. Long form journalism isn’t a way of life for the young. They like pictures and short sentences. Got a video? That’s cool too.
Trying to push them stuff via a shopping cart isn’t going to work. Think of it as a picture catalog of content. Cast your subjects in the best light. You build anticipation and if they like what they see, they could hit the shopping cart button to buy something.
Like Pinterest, there are more women than men on Tumblr, and from the stats above (taken from Alexa), you get the idea that they are the school going sort who spend a whopping 15 mins at a time browsing Tumblr content. There are trending topics for people to discover and since Yahoo acquired them, there has been a visible change in their content discovery strategy.
Tumblr is a fully loaded CMS platform
WordPress CMS is the platform of choice for most companies, but Tumblr is the most popular, beating WordPress to a pulp in the process. It has all the options to set up multiple pages like a real website, and is totally social, allowing you to link your Flickr, Pinterest, Facebook and Google Plus pages and profile right into the blog. What’s more you can even link your online shop which is redirected. It may not have the muscle to process transactions but with the link embed, you can still bounce potential customers to your online store.
Multiple page navigation is a great way to start a full blown website. Think of the navigation links your company or service needs and it will be fulfilled. No need to host it on WordPress if you are on a budget. Tumblr will do fine for those who are not accustomed to writing long passages or at describing what they do. You don’t have to be corporate sounding too. Just be cool and you’re hip.
Tumblr is US centric
There are a lot of lurkers on Tumblr. These are the folks who subscribe to Tumblr just to view content while not having anything else to share. It is a wonderful place to dust off your old pictures and post them online with the appropriate hashtag.
The problem with Tumblr is that it isn’t a global phenomena. Most of the web traffic is from the US.
Re-purposing Content for Tumblr
Tumblr was created to showcase content in a grid space. This means your content, regardless of the material has to flow vertically or be placed in a grid like manner for every content post.
Consuming these post in bite size pieces is probably the easiest way for the majority of Tumblrs. A nice picture entices the eyes, and upon clicking on a grid, you have descriptive text.
This also means you need to re-purpose your content. If your original content was a hard sell, you need to ante up on the graphics or pictures. Drop in a line or two that sounds cool (or not anything at all) and hashtag your post with the target in mind.
Tumblr can exist as its own as a company blog. I know there are a lot of companies who do not like to say too many things so a picture post every now and then as a company blog is fine.
You can still host your company website on a WordPress CMS but have a redirected link to your Tumblr blog post for all the latest happenings.
Sometimes just because you don’t have anything to say doesn’t mean you should leave your blog gathering dust. This is something that is happening to many corporate sites which are either brochure-ware or catalog based. When they have something new, they would have to put their corporate spiel onto it. So stop thinking of those keywords to convert customers and engage them through the visual senses.
Even a picture post every week on the things you do is probably going to do your company blog a lot of good now that Facebook pages is officially dead when it comes to eyeballs. Facebook engagement to your followers are in the region of 0.8 to 1 percent in 2015. Boosting your post might yield 16 percent. Organic growth remains at zero for Facebook pages.
This is why you should post to Tumblr, and have that same post carried on Facebook just for SEO purposes. It’s like killing two birds with one stone.