Tumblr launched in February 2007, with the tagline "Blogging made easy". Its first accounts specialised in art, media and porn (14 of the top 20 search keywords containing the word "tumblr" are still associated with adult blogs, according to SEOBook.com). Around 42 per cent of all original posts are photos.
But Tumblr is growing up, fast: the site expanded its user base by 900 per cent in the year to June 2011. In 2010, it served under two billion monthly page views; now, it generates about 14 billion, more than Wikipedia or Twitter. Its 36 million users so far have created 42 million posts each day -- 13.5 billion in total. According to Nielsen, it was the UK's second most popular social network or blog in the third quarter of 2011, with 229.6 million page views, trailing only Facebook. In September 2011, the company raised $85 million (£55m) from investors -- a round that valued Tumblr at $800 million (£500m).
If Facebook is the social network for online identification and authentication, and Twitter is for communication, Tumblr fulfils a different role: self-expression. Users can upload seven types of media -- text, photos, quotes, links, dialogue, audio, video -- from one button on their dashboard and push it to their public-facing tumblelog. These blogs can be designed however a user wants, or dressed in a "theme" (the most popular theme, Redux, has three million users). Tumblr is extremely easy to use as a free-form blogging platform, but has also developed into its own social network. Users follow other tumblelogs, whose content appears in their dashboards, not unlike Facebook's newsfeed; hitting the "reblog" button publishes that post to their own blogs, a feature Tumblr put out two years before Twitter introduced its own retweet button. "The social network that emerges out of Tumblr is interesting because it's driven by content, not by the social graph that these other networks are building around," says John Maloney, the company's president. And that content spreads quickly: on average, a Tumblr post gets reblogged nine times.
As Tumblr matures, it's attracting powerful fans. In October 2011, President Obama launched his 2012 re-election campaign on Tumblr, encouraging user submissions as a part of a "huge collaborative storytelling effort". Six months earlier, the US State Department launched the "official US Department of State presence on Tumblr", with video posts and article links. Major media outlets such as Newsweek, the New York Times and the BBC have tumblrs, along with fashion brands such as Alexander McQueen and Oscar de la Renta. Tech is represented by high profile companies including IBM and Olympus.
David Karp was 19 when he founded Tumblr -- "still a dippy, nerdy kid," as he puts it. The New Yorker learned to code for the web at 11, was home-schooled from 15 and lived in Japan by himself for a year at 18. He's now 25 and has grown up with the site. "I was always self-conscious about my age," he says. "I still don't have that much faith in me." But his goal is ambitious: Karp sees Tumblr not as a network, but as a product he's designing. "We're striving towards perfection," he says. "We're trying to build the iPod."
by Tom Cheshire, Wired UK | Read more:
Photo: Chris Crisman
