Favoring images, questions, and quotes over long-form blog posts, six year-old blogging platform Tumblr shows no signs of slowing down. According to founder David Karp, Tumblr was generating 4.5 billion impressions a week (as of April, 2012). That’s a huge number of eyeballs for any marketer, so it’s no surprise that brands have begun to leverage Tumblr as a valuable marketing tool.
Karp claims he and his team didn’t design Tumblr with brands in mind, but he says he’s been very impressed with how companies are using it. Not everyone can mesh with this sleek and impactful platform, but it has been helping many brands — some unexpectedly — effectively reach and engage with their customers. Many brands, from a variety of different industries, are really making the most out of this unique blogging platform. Here’s how a few of them are succeeding.
Tumblr for Publishers
Tumblr began selling advertising last May, dubbing its new ad units “Radar” and “Spotlight.” Despite Karp’s claim that Tumblr wasn’t built for brands, this seemed to be a major shift in Tumblr’s overarching mission. Adidas was one of its first major accounts, launching a month-long campaign aligning with the 2012 UEFA European Championship. Adidas’ Tumblr fits in seamlessly with the Adidas aesthetic but barely resembles a traditional Tumblr, showcasing the platform’s flexible capabilities.
General Electric (GE) is a brand that has continually been at the forefront of new marketing trends, and its Tumblr is no exception. It’s almost exclusively composed of pictures and videos that create a very visceral experience. GE’s dedication to new media is admirable, especially considering it doesn’t have one specific target audience or demographic it caters to.