Tumblr is a powerful marketing tool
Our lives are filled to the brim with so many different forms of social media. From Facebook to Twitter to Pinterest we are constantly checking, clicking, and communicating. Tumblr, a blogging site, is not as well known, but was the quickest-growing social media platform in 2014.
Tumblr is extremely popular among a younger demographic and it has the youngest average user-base of all social media sites. Seventy percent of users fall between the ages of 16 and 34, making many of Tumblr’s users Millennials. Millennials are known for being a difficult demographic to capture the interest of.
Tumblr is a great way to target Millennials, however it may be a difficult platform to master if you are unfamiliar with it. Yahoo purchased the company last year and Yahoo chief Marissa Mayer projected that it is likely to make more than $100 million in 2015. “More than 260 of the world’s top brands have a Tumblr presence,” Mayer said.
In addition to it being a struggle to engage and appeal to Millennials, it also becomes necessary that marketing done on Tumblr will require large amounts of creativity in order to attract the attention of users.
Kraft strikes gold on Tumblr
Kraft enhances their presence on Tumblr by showcasing and engaging with their followers. The Kraft Tumblr is run as a recipe-book page where they post photos and gifs with links to their recipes. But what makes their page stand out is what they have on the sidebar of the blog.
Listed under a category titled “Posts I Like” there are photos from users and followers that the Kraft page has liked. This allows followers to see more recipes from additional users and they are able to be inspired by others’ creations.
IKEA inspires on Tumblr
Visuals are one of the most important aspects of Tumblr and this is something that the furniture company, Ikea, takes full advantage of. The company has designed their Tumblr page to look like an online version of a catalog, where users can click on photos and can be linked to the Ikea page.
Their tagline “The everyday every day: Your daily dose of inspiration” is utilized to the fullest as they offer different images, recommendations, and DIY ideas.
Sephora glams it up on Tumblr
Tumblr is also a good platform for providing How-To Guides, whether they be videos or infographics. Makeup company Sephora also takes a catalog-style approach on their Tumblr entitled “The Glossy.”
They provide their followers with photos of their products as well as video and text-based makeup tutorials. Sephora finds their success on Tumblr by followers reblogging and sharing their content.
As Tumblr’s popularity continues to grow, it becomes more important for brands to keep thinking of and executing creative approaches to draw the attention of Millennials.