StatsThe platform has grown to 300 million members.
There are 188.4 million blogs and 83.1 billion posts.
Trends begin on Tumblr. As an example, Oxford Dictionaries U.S.A. designated
“GIF” its 2012 word of the year crediting Tumblr with pushing the term.
Don’tsonTumblrKarp shared his own experience as a creator before Cannes Lions. Included in
his talk were six 6 Do’s and Don’ts for brands using Tumblr.
BrightSpotsKarp said Great creators have demonstrated that they can do something
beautiful on Tumblr. Their work subsequently attracted others. Karp said the
advertising industry could use Tumblr in a similar “if-you-create-it-they-will-
come” manner. In marketing and communications industry dominated by a
relentless focus on huge reach and mass adoption, advertisers can use Tumblr to
enhance their brands and expect that their Tumblr following will grow.
Tumblr users are trying to tell stories, and draw people who will experience
those stories. Karp said that brands should use the platform to tell stories that
inspire people to become your customer. “Share what you believe in,” he told the
audience. “There’s always an authentic story there.” He pointed to a campaign
by the Lincoln Motor Company (client) that told a very “now” story using
Cinemagraphs and featured visually beautiful, poetic imagery.
whatYouLoveRather than a place to meet your friends, Tumblr is a network that allows
people to discover the things they care most about. As such, Karp advised
session attendees that when it comes to Tumblr content think in terms of
what would bring value to your readers.
“Brandpresence”The Hunger Games marketers created a Tumblr, but not to promote the
movie but rather to promote Capitol Couture, a fashion line from the film.
Karp said such content was perfectly suited for the fashion crowd already on
Tumblr. Using that example, Karp suggested that the best approach to building
connections with customers is creating some type of brand experience native
to Tumblr. “So much of the Internet has been squeezing [ad creative] down
into little blue links,” Karp explained. Tumblr, he added, provides a better
and bigger canvas.
AboutPermanenceKarp said there is too much pressure sometimes for marketers to be “always on.”
The common wisdom when it comes to brand blogs is to not start one unless
you are prepared to do endless updates. Such commitment is not necessary in
Tumblr. Sure, Karp, said, it’s a great place for an enduring story space, ut short-
lived efforts do well, also. He pointed to Old Spice’s Mr. Wolf Dog campaign
as an example.
NeedanarmyWhen creating a Tumblr, Karp said there’s no need to assemble the entourage
that shoots TV spots or that builds cathedral-sized Web sites. Instead, keep
the team small and simple. He suggested that a scan of the most beautiful
Tumblrs—even those from brands—reveals that they are often quite simple.
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