Lessons Learned from Tumblr
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Lessons Learned from Tumblr

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How come Tumblr has been able to survive to Facebook and its cannibal attitude? Using traditional business analytics, there is no evident answer. Maybe some other tools, like studying behavioural ...

How come Tumblr has been able to survive to Facebook and its cannibal attitude? Using traditional business analytics, there is no evident answer. Maybe some other tools, like studying behavioural trends among youngsters may help in solving the riddle.

(audio - in italian - can be found here) https://www.youtube.com/watch?v=QhAlF4jmnGI

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Lessons Learned from Tumblr Lessons Learned from Tumblr Presentation Transcript

  • Online Video, the Road to a “Lean Back” UX on the Sofa Screen FO FOKUS Fraunhofer Media Web Symposium Berlin – May 9th, 2014 lessons learned from Antonio Pavolini Business Analyst, Digital Media www.conversational.it
  • from microblogging to instinct and raw emotions.
  • no conversation, no confrontation, no conflict.
  • two basic interaction forms: 1. love 2. reblog
  • numb3rs
  • facts http://comscore.com (jan 2014)
  • the Marissa affair Yahoo (May 2013)
  • growth? kiddin’ me? http://comscore.com (jan 2014)
  • self proclaimed revs Source: tumblr.com, business insider 2014
  • here’s what people like to share
  • recap: • Average daily signups: 120.000 (June 2013) • Number of Tumblr Blogs: 168.9 mio (Jan 2014) • Number of Tumblr Posts: 75 bio (Jan 2014) • Per day: 113.6 (Jan 2014) • Monthly Tumblr Visitors: around 200 mio (Jul 2013) • Monthly Page Views: 5.187 bio (Jul 2013) • Pct. of aged 13-19 who prefer Tumblr to other social platforms in the U.S: 61% (Oct. 2013) • Mobile app engagement growth 2012-2013: +251% sources: cnn.com, tumblr.com, quantcast.com, forbes.com, mediabistro.com
  • why? a few possible clues
  • ideal UX for tablet/second screen
  • Free API + Open Format = Open UX tRlbum (android) tumblrON (iOS)
  • keep it clean, keep it simple? ads ads ads adsfeatures
  • keep it clean, keep it simple
  • free form, no boundaries
  • educating users to freedom: themes Special thanks to Mafe De Baggis for inspiring this slide
  • sharing as the real leverage
  • conveying your personality
  • cross-format proposition: «if you like the pics I reblog, you’ll probably love the music I reblog» whiskie.net
  • quotes imply that you cannot always be the aphorism genius
  • Not Suitable For Kids? Kiddin’ me? it’s a new no man’s land
  • Where’s the Beef? Ask Adidas
  • 1. Look for ideal balancement between user freedom and cleanness 2. Keep an eye on youngsters 3. Less emphasis on technology and algorithms 4. Explore the no man’s land 5. Find new value in interstices 6. Fruition and engagement are not the only content mantras 7. Low-Res retains its special flair 8. Cross-screen, cross-form wins 9. People may be re-fluxing in a less rationally engaging, but more emotionally involving user experience 10.People may want to «make sense» to other people, known and unknown
  • Thank you. Antonio Pavolini Business Analyst, Digital Media www.conversational.it Twitter: @antoniocontent Email: antoniocontent@yahoo.it