David Karp, founder of Tumblr, gave a fireside chat about using Tumblr for branding and marketing. He provided six dos and don'ts for brands on Tumblr. He advised brands to cultivate a culture of storytelling by sharing authentic stories that inspire people to become customers. Karp also suggested focusing on publishing content that readers truly value rather than just building a brand presence, and that short-lived efforts can be effective on Tumblr without the need for permanence or a large team.

1. AFIRESIDE
CHATWITHTumblr’s
DAVIDKARP
Creative
Genius

2. A FIRESIDE
CHAT WITH
Tumblr’s
DAVID KARP
Big
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.

3. The Do’sand
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.
A FIRESIDE
CHAT WITH
Tumblr’s
DAVID KARP

4. Build Beautiful
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.
1

5. CultivateaCultureofStorytelling
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.
2
A FIRESIDE
CHAT WITH
Tumblr’s
DAVID KARP

6. Publish
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.
3
A FIRESIDE
CHAT WITH
Tumblr’s
DAVID KARP

7. Don’tBuilda
“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.
4
A FIRESIDE
CHAT WITH
Tumblr’s
DAVID KARP

8. Don’tWorry
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.
5
A FIRESIDE
CHAT WITH
Tumblr’s
DAVID KARP

9. You Don’t
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.
6
A FIRESIDE
CHAT WITH
Tumblr’s
DAVID KARP