Should You Add Tumblr to Your Brand’s Marketing Plan?

Just under a year ago, Tumblr announced the premiere of native ads on the Tumblr mobile platform. Made to blend in with posts, these ads caused many brands to flock to Tumblr. Whether or not it was successful for all these brands depends on their content strategy. On Tumblr, there are a few things your brand needs to do to become successful.

Via Flickr scottjacksonx

Via Flickr scottjacksonx

Get Users Involved

The users on Tumblr love being on the site. You need to get them involved with your brand so they love sharing your content. For example, Club Monaco runs campaigns asking Tumblr users to model their clothing and share it on the platform. This makes users participate, reblog, and fall in love with the brand.

Link to Your Website

While both are photo-centric websites, Pinterest got ahead of Tumblr with the ability to link back to a webpage in photos. This made tutorials and shopping a lot easier. Brands on Tumblr need to add a link back to their website where the product is displayed. Tumblr users will be grateful and you will receive more hits and conversions.

Via Flickr hm7hm7

Via Flickr hm7hm7

Put Bloggers in Control

You need to take the Tumblr users and let them control your brand. This platform is unique in the fact that posts go viral very often and easily. This can happen when you follow how Tumblr users interact and apply it to your brand. When you speak the Tumblr language, you put your brand in the hands of users and will get more exposure.

If your brand cannot meet these requirements, then you need to consider other platforms instead.

Advertisements

The Importance of Tumblr for Brand Awareness

Tumblr is an often overlooked platform when businesses implement a social media plan. However, Tumblr is perfect for brand strategy. It is a very visual platform that lets users share anything and everything, from text, quotes, pictures, video, links, music, and the popular GIFs. If your brand has a high visual element, consider adding Tumblr to your marketing plan.

Tumblr is different from traditional blogging platforms. Short form content gets more interaction and engagement from users than long form content. Businesses who put their brands on Tumblr have ultimate creativity, utilizing photos, images, memes, GIFs, and more to spread their brand.

  • Tumblr is an easy way to spread your brand since content is quickly shared to get thousands of views in just one day.
  • Brands with lots of content can use Tumblr to highlight their best images.
  • Brands without a lot of content can share things that spread their brand awareness without needing original content.
  • Tumblr can be used to tease new products, promote a sale, give a behind the scenes look at their business, or tell their story to an engaged audience.
  • There are more than 1,300 themes on Tumblr, allowing complete customization and a variety of looks that can match your brand.

Because it is such a unique platform, you need to decide if your brand is ready for Tumblr. There are three important aspects of the site that you need to understand before starting a Tumblr campaign for brand awareness.

Via Flickr Wickerfurniture

Via Flickr Wickerfurniture

Creators

Tumblr is growing rapidly, thanks in part to brands ignoring the platform. There are over 107 million blogs and over 50 billion blog posts. Every day, over 70 million new blog posts are created. How creative the content is grows every day as well. While users do post text as if they were posting a status on Facebook, the text is usually a strange thought or a new way of thinking which reblogged by thousands of users. Users create artwork and videos every day to put on Tumblr. Fandoms of popular books, movies, and television shows are a very popular audience on the site. If your brand is highly visual, you can get ahead of the competition and put your brand on Tumblr while it is still appreciated by the users.

Via Yahoo! News UK's Tumblr

Via Yahoo! News UK’s Tumblr

The GIF

Tumblr has made the GIF popular again. Essentially, a GIF is like a five second snip from a video, slowed down without sound. GIF creation has become an art form in itself, inspiring the creation of other short video forms like Vine. GIFs are usually funny or an accurate depiction of how the user thinks or feels.

Many posts on Tumblr are a series of unrelated GIFs that express the emotion of a certain situation, usually humorous. GIFs are also used to capture moments of user’s favorite movies, TV shows, or interviews that their favorite celebrity did. Users add text overlay to the GIFs so people know what is being said, since there is no volume. Sometimes, users replace what is actually said with something much funnier.

How Your Mother Met Me

Television

Some of television’s most passionate fans flock to Twitter to express their love for the show with creative artwork, GIFs, videos, and commentary. In fact, major networks are missing out on an opportunity to directly market to their biggest fans. Popular shows on Tumblr include How I Met Your Mother, Supernatural, and Glee. All of these shows are on different networks, giving huge marketing potential of television. If you are thinking of putting your brand on Tumblr, join in on TV show conversations to get more loyal followers. Only do this if it relates to your brand.

If you think your brand can achieve these three aspects of Twitter in your posts, then Tumblr is a marketing goldmine waiting for you. The platform is perfect for brands geared at a younger generation or brands whose personality is humorous. They are also perfect for brands with a lot of visual content, such as Calvin Klein, who only post photos of models wearing their underwear to increase brand awareness only. Make sure to do your research before implementing a marketing strategy. Only certain brands can achieve notoriety on Tumblr, but the ones that do are very successful, like GQ and ModCloth.