Years of thinking social archives >
#TumblrCEO David Karp visited Social@Ogilvy New York last week to share some of the key drivers of Tumblr’s explosive growth.
1. Keep Conversations Positive and Authentic
Karp believes, “Commenting is flawed. It slows conversation, and can be pernicious.”
As a result, Tumblr only offers users the ability to either reblog or “heart” content. This strategy prevents negative comments and focuses user attention on a natural conversation flow, which helps explain why the average Tumblr blog receives an amazing nine (9) reblogs.
As a comparison, the industry average is 0.83 comments per blog post on other blogging services, says Karp.
Here’s an example of a creative illustration that has been reblogged almost 2,800 times.
2. Celebrate the Artist
According to Karp, “there are 150 million Tumblr users across the globe, 60% of the audience is currently international.”
However, what really stands out is how 75% of page views on Tumblr are from logged-in users. The strategy of developing a community is clearly working. People log in because they want credit for their creations and don’t want to be anonymous when they comment on other’s work.
As a comparison, YouTube is currently seeing approximately 1% of views that come from logged-in users.
3. The Secret Weapon
According to Karp, ‘Tumblr Radar is like your friend who says, “Hey, have you seen this yet?’”
As a result, “the Tumblr Radar is the most sought-after spot in our network” because it showcases the most creative and interesting media in the network.
From a reach perspective, the Tumblr radar generates over 120 million daily pages across mobile and desktop devices. Cream rises to the top, as the Tumblr Radar is only updated a few times a day with only the best content.
More from the #TumblrCEO event: