Tumblr is a social media platform that combines the features of blogs, microblogs, and social networking. It allows users to express their individuality through customizable homepages and post various types of content without length limitations. Tumblr's branding focuses on the concepts of individuality, creativity, and convenience for users. To promote the platform, Tumblr operates official accounts on other major social networks to attract new users. The technology on Tumblr provides diverse posting functions and allows users to customize their homepages. This supports sharing content, communication with friends, and creating individual technology libraries on the platform.

1. 2106.01.10
Tumblr: how to has a proper place
in the world of social media?

2. What isTumblr?
Tumblr is a social
media gathering the
merits of blog,
microblog and social
connections.
It has been established
in 2007 and be brought
out by Yahoo! inc. in
2013.

3. Marketing and Branding
Idea
individuality
mixed and convenience
Brand concepts:
Marketing strategy:
open official account on popular social networkings

4. Marketing and Branding
idea
https://youtu.be/xhNe8LXFHi0
Brand concept
The advertisement
emphasize the ‘idea’
and encourage people to
be creative in the daily
life, which is one of the
brand concept.

5. Marketing and Branding
individuality:
Brand concept
Tumblr is a platform
that people could
design their
homepage to express
their individuality.
The homepage on
Tumblr are various,
which is also a brand
concept.
figure.1

6. Marketing and Branding
mixed and convenient:
Brand concept
Tumblr mixed function of blog, microblog and social interactions, which
is very convenient for customers to use. there is no limitation of length
and type to post blog, users could do as they wish. It is also a brand
concept to attract customers.

7. Marketing and Branding
official account on social networkings
Marketing
official account
on Twitter
official account
on Facebook
Tumblr open
official account
on popular social
networking
websites which
own a large
number of users
to keep attracting
people.
fig.2, 3

8. Technological Affordance
Diverse
Customize

9. Technological Affordance
Diverse
The technological affordance offers users diverse function to post blog.
The ‘chat’,’quote’ or link the blog directly to the other websites are
various and special.
figure.4

10. Technological Affordance
Customize
Users could
customize their
homepage
even by editing
HTML.
figure.5, 6

11. User experience
Share content
Communicate with friends
Create homepage
Technology library

12. User Experience
library
In addition to be an individual homepage, it is widely
used as technology libraries.It is convenient for manager
and reader to mange and store the vivid technology.
http://nypl.tumblr.com/figure.7

13. Conclusion
Tumblr, which is the social media developed quickly. The marketing and
branding, technological affordance and user experience complement each other.
The main brand concept ‘idea’ ‘individuality’ and ‘convenience’ attract a
significant number of users. The mixed, various and professional technological
affordance allow people to have a good user experience on Tumblr. Customers
share stimulating content and communicate with friends, even establish
technology libraries on it. Tumblr is a diverse platform for people to have fun
and become a mature and leading social media in the world.

14. References:
Figure1-7 are all extracted from the web.
Official advertisement of Tumblr (2014) Youtube, 31 March.

15. Thank you for watching!