It’s easy to get distracted by the newest and shiniest in social media and let certain older platforms slide to the back of your priority list, but anywhere your target audience and customers still like to spend their time is somewhere you shouldn’t neglect. If Tumblr happens to be that place, here’s everything you need to know for your brand to be successful.
First and foremost: You can’t fake community.
Tumblr especially is known for calling out brands that come into their various community spaces without trying to get to know them or speaking the language of the platform. Being part of a community isn’t something that you can fake and the tolerance for that approach is very low on Tumblr.
If you’re not familiar with the community your target audience and existing customers are a part of on Tumblr, take time to listen and see how they create posts and talk to one another before you create your own content or join in the conversation. Pull in anyone on your team who spends time on Tumblr, or even consider hiring someone who understands the culture and humor of the platform if it’s that important to your content strategy.
Timing and posting cadence aren’t one-size-fits-all.
They’re based on your specific community, so test different posting times and the amount of times you post in a day to see which garners the biggest response. We recommend starting with once or twice a day and definitely testing posting at night and on the weekends, when Tumblr is very active. (If you’re in the B2B community, however, this might be different. That’s why testing is so important!)
How do you measure? Tumblr has built-in analytics, but you can go even deeper by using our Tumblr analytics alongside them. Pay attention to who the influencers and curators are in different communities especially.
Your content strategy shouldn’t be “Put a GIF on it”.
While Tumblr is updating more and more features to include GIF keyboards that doesn’t mean your content strategy for Tumblr should be to slap GIFs on everything. You have to be sure that you’re using GIFs in the “right” way, meaning the way that Tumblr users communicate with them. It’s a little less straight forward than you might think.
Need resources? We’ve got you covered.
See our previous roundup of everything brands need to know for Tumblr on our Tumblr (very meta), Tumblr’s own marketing blog Marketr, and find even more by browsing our brands on Tumblr tag on our Tumblr (meta again). If you’ve still got questions, we’re always around on Twitter @UnionMetrics.
Happy Tumblr-ing! (Don’t say that.)