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- 3. MILLENNIALS CONSUMER BEHAVIOR (OCD) TUMBLR
- 11. Adding another level to the travel experience by providing unique content.
- 15. Adding another level to the travel experience by providing unique content. Building on the brand’s cultural connection to allow users to explore the world through Tumblr.
- 20. Adding another level to the travel experience by providing unique content. Building on the brand’s cultural connection to allow users to explore the world through Tumblr. Mastering the art of creating a sharable, branded gif.
- 23. 81% of Sprite’s reblogs happen two months after original post date 86k total reblogs 80k unique visitors Source: ContentEqualsMoney.com
- 24. Adding another level to the travel experience by providing unique content. Building on the brand’s cultural connection to allow users to explore the world through Tumblr. Mastering the art of creating a sharable, branded gif. Posting constantly relevant content that keeps users coming back.
- 29. Adding another level to the travel experience by providing unique content. Building on the brand’s cultural connection to allow users to explore the world through Tumblr. Mastering the art of creating a sharable, branded gif. Posting constantly relevant content that keeps users coming back. Making Tumblr the center of a larger campaign.
Editor's Notes
- AT&T is so successful in creating gifs because they’ve mastered the art of creating subtly branded gifs that are still totally sharable. They capitalize on current social trends like the hashtag “summer” and the excitement surrounding the upcoming football season. Even the spark your curiosity gif is branded, relating to the Amazon Fire Phone, but AT&T gets reblogs because it’s so easily shared outside of the brand page.
- AT&T has also brought social integration to Tumblr by easily allowing users to share their gifs and photos on other social platforms.
- Like Delta, AT&T also finds success in balancing branded hashtags with general hot topics. However, they take their hashtag game to the next level by using simplified hashtags like tech and gadgets. This takes advantage of popular topics rather than feeling like shameless brand promotion.
- So to sum this up, AT&T is successful on Tumblr because of their mastery of creating an ultra-sharable, perfectly branded gif.
- Sprite has completely redefined the traditional Tumblr microsite by branding almost every element of their experience on the platform.
- Sprite excels because they provide many interactive, animated elements that encourage users to even rethink what scrolling means – proving every element of Tumblr can be transformed into an experience. Sprite understands that 98% of engagement on Tumblr happens with image-based content and they capitalize on this trend with their visual-heavy page.
- Another interesting fact about sharing on Tumblr is that 1/3 of reblogs happen 1 month or longer after the original post date. In 2013, Sprite actually saw 81% of their reblogs come two months after the original post dates, proving themselves as a source for ever-green interesting content. Sprite’s 86,000+ reblogs also came from 80,000 unique visitors. Again proving that the brand is constantly posting enough relevant content to bring new visitors to their Tumblr page.
- Sprite’s visual posts have staying power, and that keeps people coming back to their page.
- Hyundai is a Tumblr innovator, making the platform the hub for their #BecauseFutbol World Cup campaign.
- The brand successfully integrated Tumblr into their larger advertising efforts, broadcasting the Tumblr feed to Times Square for example – taking advantage of the thousands of people following World Cup games on their phones. The page itself contained 120 unique pieces of art that were coordinated with current match opponents and outcomes.
- We can all see how common memes have become in pop culture. Hyundai also capitalized on this trend on their Tumblr page. They allowed users to customize the posted artwork with text or upload their own images to create a completely new meme. Although not sharable directly to Hyundai’s Tumblr page, this again invited users to expand Hyundai’s campaign beyond Tumblr and onto other social media channels where memes were easily sharable.
- Hyundai also added a handy feature to help World Cup fans in 12 major cities find the best place in their area to catch a match. This created an “open loop” campaign where unique content and user experience in Tumblr also led to functionality in the real world.
- Overall, Hyundai was the first brand to make Tumblr a big part of an international, event-based campaign.
- The “About Us” sections of company websites are notoriously dull, but not on Tumblr. Instead, the Millennial condition of Obsessive Curiosity Disorder is satisfied not by text on a webpage, but a constantly changing array of individual branded sites.
- Instead of adding an extra column to the social media landscape, Tumblr adds an extra element to the all-important consumer experience. This is a huge way to reach an audience without too much back end development. An engaged Tumblr audience already exists, and unique pages will give them what they’re looking for.
- It’s less important for brands to fully understand Tumblr, and every intricacy to creating the perfect post and instead decide what story they want to tell. On Tumblr, brands become exposed in the best possible ways. All of these standout brands understand the importance of showing a different side on the platform, whether it’s passion points, subtle quirks or pieces of the world around them. Brands that find success on Tumblr do so by exposing a unique creative side that may be hard to find on other social platforms. We’re surprised and interested when a brand shows a side we haven’t seen before.
- All of this adds up to why Tumblr is now second only to Tacebook when it comes to revenue per visit. Tumblr is becoming the perfect place for consumers to discover brands and act as brand advocates through page visits or reblogs. We share what’s interesting, and in the social space, Tumblr is a brand’s best chance to stand out right now.