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Tumblr

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by

Julia Elliott

on 6 March 2014

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Transcript of Tumblr

YAHOO!

buys
adds ads
May of 2013: the largest acquisition of a social networking company in years
" My boyfriend asked me to describe Tumblr to him and my response was 'Tumblr is a magical and scary place. Sort of like a fire-breathing unicorn.'"

- Dont-even-touch-me

FANDOMS
Celebrities
Lucy Hale (honeyyyimhome.tumblr.com)
Ariana Grande (arianasings.tumblr.com)
Keegan Allen (offpisterpursuit.tumblr.com)
Deby Ryan (whoisdebbyanyway.tumblr.com)
Lady Gaga (amenfashion.tumblr.com)
"famous"
"FITBLR"
HIPSTER
FOODIE
THE ARTS
SOCIAL
JUSTICE
users
freak out!

subcultures
"We are not going to screw this up."
advertising on a site that is
"not safe for work"
?
ruin the freedom on the site that is their sanctuary
mainly advertising and 'family friendly' changes
General Public
Stores
Michael Kors (michaelkors.tumblr.com)
Steve Madden (maddaboutit.tumblr.com)
Bath & Body Works (bathandbodyworks.com)
Apple (
http://isee5c.tumblr.com/ )
large chunk of adult content on the site
People argued that If they change the rules, there will be uproar. If they don't, advertisers will run the other way
adult content
blackout
2 months after the sale
Karp gave in
ads here and there
Which social network makes the most money per visit?
hi here ya go! http://www.forbes.com/sites/jeffbercovici/2014/01/21/yahoos-next-problem-tumblrs-traffic-isnt-growing/
...and many more

and profits
or means of promotion

Structure, Content
and
Demographics
How

Works:

Who Uses

Tumblr's loss is
WordPress'
gain
today
Stagnant Traffic
Forbes’
Jeff Bercovici : “
The easiest theory would be that Tumblr, having become part of a faceless corporate colossus, has ‘lost its cool.’”
"Tumblr’s traffic flattening corresponds with a period of torrid growth for viral content sites, particularly Buzzfeed and Upworthy.”
Posts
your tumblr is one of those things that you want everyone to see but at the same time you never want to show it to anyone
-
user mostlygreenday
Still a sense of community
http://sleepover-child.tumblr.com/post/77731084529

How much of
is adult content?
A. 6%
B. 10%
C. 12%
D. 20%
Who created ?
YAHOO!
bought
the site for....?
A. $850 million
B. $980 million
C. $1 billion
D. $1.1 billion
Full transcript