by Melinda Stephenson, Jr. Art Director, Sandbox
I was at a social networking meeting last Friday and the guest speaker mentioned how Facebook is falling. I thought this comment was interesting, since other media has mentioned this and wanted to investigate further. On review of recent articles posted, there does seem to be some movement on the scale of who's hot and not. Twitter and Tumblr are making huge gains on return for investment for the retailer. I've seen the ROI on Twitter work, so what is Tumblr and what makes it so great?
Tumblr is a blogging platform for social media networking and was founded by David Karp. It's microblogging system allows you to post an image or small movie for example and share it quickly and easily. If you have other users who like the same content as you, they can follow you on Tumblr as well. It's similar to a cross between Pinterest where you post images or links to articles and Twitter.
The company has taken a huge leap in sales in the past year, which is attributed to the ability to advertise on tumblr. According to Forbes, Adobe had stated it's revenue visits went up 340% from last year due to visits from ads, social media pages and brand posts on Tumblr. Even Twitter had an increase of 131% for Adobe while Facebook revenue dumped to 71%.
Why is this site such a huge hit with microbloggers? Maybe because it does not have the same policies in place or the parental control as Facebook , which allows users to post any kind of content they want. Teenagers have jumped on board to this site because they can be true to themselves, without the drama or false postings on Facebook.
"Female (age 14): "OK, here's something I want to say. I think Facebook can be fun, but also it's drama central. On Facebook, people imply things and say things, even just by a like, that they wouldn't say in real life."1
I would like to see what advertisers are gaining from this social media phenomenon. Whether it is related to teen purchasing power or more general across the board. And if teens are spending a majority of the time on social networking how is this going to change the game in the next few years for the major players.
One more thought - If parents are trying to find out what their children are doing on Facebook by friending them or having parental access, then I wonder when they will start jumping in on Tumblr.
I'd like to hear your thoughts, please send me a line or comment.
1. Teens are turning away from Facebook because Tumblr is real, and parent free. The wire, what matters now. J.K. Trotter.