Crouching Tumblr

Hidden Youth Culture

 The Lesser Tapped
Social Network
Think of Tumblr as a social network
and blogging platform combined into
one. There are over 188 million blogs
on Tumblr. Effectively reaching young
consumers on Tumblr is worth
consideration, especially for brands
targeting the youth market.
 Young People Can’t Get
Enough Tumblr
Tumblr is among the top 20 most
visited sites in the U.S. and 46% of
its user base lies between the ages
of 16-24. Tumblr’s 188 million blogs
are dominated by youth, making
Tumblr the perfect platform to
interact with youth audiences if
approached authentically.
 Your Content Won’t
Insta-Die On Tumblr
If your Tumblr followers appreciate
the content you’re posting, they’ll
reblog it. Once a post is reblogged,
other users may reblog Tumblr
content for days, weeks, months or
even years. Evidence of reblogging
power can be seen from this post by
American Apparel. Originally post-
ed in 2012, the simple shot of their
high-waisted cut-off denim shorts has
over 30,000 notes (which include
reblogs and likes) and is continuing
to circulate on Tumblr.
 Where Unspoken Posting
Rules Don’t Apply
Part of Tumblr’s allure is there’s no
“unspoken rule” for how many
photos you can post from one event.
On other photo sharing platforms like
Instagram, posting 10 photos from
the same event that day is a violation
of etiquette. While, on Tumblr, that’s
just part of the sharing experience.
 Anonymous Is In

Unlike Facebook and other likely suspects,

Tumblr allows for more freedom of
expression. On Facebook, users feel
vulnerable since their first name, last
name, and tagged pictures are all tied to
everything they post. With Tumblr, not
only is it not required for users to give
their first and last name, but users can
create a completely made-up username.
Creating a unique username on Tumblr is
the first step in establishing your Tumblr
identity.
 Don’t You Just LOVE
Sarcasm
Sarcasm: A key component in any
teens’ daily life. Sarcasm is the blood
that pumps through Tumblr’s hypo-
thetical veins, fueling conversation
between complete strangers over any
topic.
 For The Love Of Gifs

Gifs are a unique type of animated

content that circulates on Tumblr.
These repeating cycles of images add
movement and variety to a page that
catches the eye. Vans shows how
much fun their event was by posting
a gif.
 Make Art
Catch Attention!
Enough with the business talk.
Tumblr provides an online space to
showcase creativity. If your brand
has the ability to develop visual and
artistic content, why not show it off
to a new audience that you wouldn’t
otherwise reach? For example,
Coca-Cola appeals to Tumblr users by
posting images and .gifs that use
Coca-Cola products in artistic ways.
 Let The Lifestyle Talk

Show off the lifestyle and personality

of your brand by posting photos from
events your brand was involved with
or photos that portray the lifestyle
of your brand. Glamour posted a
photo of the models backstage at a
fashion show.
Emotion Over Information

Tumblr provides an outlet to connect

with like-minded people. Users
connect with others who share
similar feelings about something as
they do. For example, Fandoms on
Tumblr aren’t necessarily based on
the fact that people enjoy the same
TV show, but rather that they share
the same feelings about a TV show.
BRANDS DOING IT RIGHT
 American Apparel
Mix of original AA content + reblogs from other Tumblrs
Adidas Original
Showcases brand personality through art
Adidas Original
New products
Adidas Original
And lifestyle!
 Sharpie
DIY projects and original artwork made with Sharpie products.
Sharpie
Cool right?
 Denny’s
Features customer selfies, and makes hilarious gifs.
 Denny’s
Seriously though, check out the best brand on Tumblr: blog.dennys.com
TIPS AND CHECKLIST
FOR USING TUMBLR
Things You Need To
Tumblr -Succeed
Minimal text

Show more, tell less

Striking visual aspect

Authentic content
 The Content That
Makes It Happen
Gifs

Quotes

Photography

Art
Themes Your Brand
Should Work With
Humor

Sarcasm

Inspiration
HAPPY TUMBLING :-)
www.immersiveyouthmarketing.com
facebook.com/ImmersiveYouthMarketing
twitter.com/immersiveyouth
linkedin.com/company/immersive-youth-marketing