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Tumblr Company Presentation
- 1. Tumblr.com And how it lost Yahoo 1.1 billion dollars Douglas McDonald
- 2. Problem, Product 2006: Lack of microblogging platforms with good multimedia hosting At the time: Wordpress, LiveJournal, Blogger… Product: TUMBLR founded in 2007!
- 3. Current Persona Emil is a 19 year old college sophomore studying graphic design. He’s a huge fan of the MCU and in his spare time, he likes to make gifsets and edit videos of his favorite scenes. Emil wants to share these with other fans online, but struggles to upload to platforms that crop his images like Instagram or Twitter.
- 4. reuters.com Financials: Is Tumblr Profitable?
- 6. statista.com
- 9. History Overview KEY EVENTS ● 2007- Founded ● 2013- Sold to Yahoo for 1.1mil ● 2018- NSFW Ban ● 2019- Sold to Automattic for <3mil
- 10. “Nobody at Yahoo ever understood what they bought and what Tumblr was. If you don’t understand something, how can you sell it?”
- 11. Business Model: How do they make money? ● Custom Themes ● Targeted and Sponsored Ads MOST RECENT ATTEMPT: Post Plus Subscription
- 12. Business Model: Custom Themes
- 16. Business Model: Post Plus ● Earlier this year: Ray Bans Charity Event phishing hack ● Closed beta test: two (2) users ● Unable to block subscribers ● DMCA concerns
- 17. What’s HOT? Photosets! ● Long scroll ● 10 images ● Gifs supported monsieur-j, suhaylah
- 19. Competition ● Twitter ● WordPress ● Medium.com ● Instagram Or… make your own! ● SquareSpace ● Wix ● Weebly
- 20. Prediction They’re ALREADY FAILING! ● Internal incompetence ● External pressure ● Active distrust of the company due to its history
- 21. As soon as a better social media site for multimedia comes along, Tumblr will fail.
Editor's Notes
- Those platforms are WORDY, you cant SHARE other people’s work well and you can’t EMBED MULTIMEDIA easily
- People our age Multimedia posting and SHARING—> popular among gifset makers, artists, fandom, marginalized groups like the lgbt community Who else likes sharing images and videos? Second demographic: amateur porn community, particularly for sex workers and marginalized groups FANDOM AND PORN This is MY persona… but does tumblr have a persona internally? UNCLEAR!
- Tumblr grew fast! With LiveJournal dying, people needed somewhere to go. Is yahoo paying more than it should? Probably. It’s unclear what made it worth 1.1bil to begin with
- Why? No good mobile app, failing to cater to mobile audience Constantly pushing out features 1-2 years behind its competitors: direct messaging, integrated camera, group chats… Known (like many socmed platforms) for its impressive glitches and poor spaghetti coding that puts user privacy at risk
- Ban: external pressure (apple withdrew tumblr from its app store due to child pornography). Implementation of porn ban was messy: bad automatic image flagging, sex workers kicked off the platform —> onlyfans, blanket bans on any nsfw tags DISCOURAGE users tagging their content, porn bots are STILL THERE
- Quote from a tumblr executive leaving the company in 2017
- Even when it did know what it was selling, Tumblr struggles to IMPLEMENT THINGS
- 10-50$ per DESKTOP ONLY: NOT MONETIZABLE ON MOBILE
- Ads! About half of them are generic game ads. The other half tend to range anywhere from irrelevant to straight up incomprehensible. Think about the main demographic, the target persona: is this relevant for someone under 25?
- I got this one 5 times in a row
- Again, POOR IMPLEMENTATION Fresh on the heels of an account phishing hack spread by dms Remember the demographic that still remains on tumblr is fandom! Tumblr is historically unreliable w/ security
- Note SHARING capacity also
- Emil still uses tumblr because it’s the only place that actually provides the uploading and reblogging capabilities he needs!
- 1. Even if it successfully identifies a userneed, it can’t implement it correctly 2. i.e. apple store anti-porn pressure again combined with poorly implemented control (see: inaccurate automated flagging of images, porn bots are still around) 3. bc it HAS been historically unreliable w/ security, not listening to user needs