You’ve heard of Twitter’s little blue bird, but what about Tumblr’s little white T? Tumblr is an emerging content platform that’s a blog/social media hybrid. You can post text, photos, quotes, links, music and videos – like many other social platforms. What separates Tumblr from the rest of the pack, and why should your brand use it? To generate new audiences.

Why and when to embrace Tumblr

Tumblr sports 272.4 million blogs and 127 billion posts from 19.1 million users. And it’s seen 94% growth from the previous year, as of May 2015. The numbers don’t lie – Tumblr is a fast-growing platform that will get you more eyeballs. Of these users, 23.3% were ages 18-23 and 27% were ages 24-35 in 2015. If a large part of your demographic is teens and younger adults, Tumblr may be your sweet spot. Tumblr users devour content that is witty and visually-oriented, so make sure that’s part of your strategy.

Tumblr can also boost your brand’s SEO – it allows search engines to index your blog, and you can tag posts with keywords you want related to your brand. And even though you will invest time in Tumblr, the platform itself is completely free!

How to harness Tumblr’s power

The mechanics of Tumblr are somewhat unique to the platform. You sign up with an email and choose your theme, i.e., how the blog looks. You build your network by following other users with similar interests. To use the site, you can put pictures, write text, and tag the posts with keywords so others can find them. Tumblr has a “reblog” feature that allows you to repost other users’ content to your own blog.

The main thing to emphasize is measurement. What are your goals? Is it reblogs, likes, followers, or all of the above? If you don’t choose what you want to measure, you won’t see results. How can you measure success without knowing what success really means?

A brand that dominates on Tumblr

One brand that utilizes Tumblr to great effect is Coca-Cola, which may not come as a surprise. Coca-Cola uses Tumblr to generate a push to its social media content that it might not have otherwise had. Let’s use this example: Coca-Cola has posted the same social media content on both Twitter and Tumblr. The image features a gif of pretend coke flavors that match flavors of ice cream to show that their product, Coke, goes well in any ice cream float.

Coca-Cola Twitter

Coca-Cola Tumblr

The tweet generated 2,931 interactions, including retweets and likes, which is great. But that performance paled in comparison to the one on Tumblr, where the content was reblogged and liked a whopping 10,931 times! Coca-Cola has also used this same strategy, of using Tumblr to amplify performance and attract new eyes, with other content. That’s how brands use Tumblr to generate awareness and new audiences – and it can work for you, too.

So, why should your brand be on Tumblr? Because if you aren’t, you’re missing out on hundreds of millions of people, most importantly a younger audience. You’re missing search opportunities. You’re losing the chance to reach new audiences that other forms of social media provide.

How does your brand use Tumblr? Leave a comment below!

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