Excerpted from the Union Metrics Tumblr:
Let’s take a look at the little guy better known as the IKEA monkey, and see how posts about him spread across the social web. Here he is, in what might be the original photo posted by dzd_lisa on Instagram:
Isn’t he cute? That original Instagram photo was first posted to Tumblr by timeforinternet on Sunday night, December 9. After that, posts about the little monkey started to catch on across Tumblr and Twitter, with most activity happening on Monday, December 10.
On December 9, the day the monkey was first spotted at IKEA, there were only 71 posts about it on Tumblr. But on December 10, there were more than 1,100 new posts with 30,100 reblogs and 23,100 likes from more than 42,100 Tumblr users. On Twitter that same day, more than 55,700 tweets were posted from more than 44,100 unique Twitter accounts. Post volume on Tumblr peaked between 8:00 p.m. and 10:00 p.m. PST on Monday, while tweet volume on Twitter peaked between 11:00 a.m. and 1:00 p.m. PST that day.
- Tumblr: 31,200 posts and reblogs, 42,100 participants
- Twitter: 55,700 tweets and retweets, 44,100 participants