Tumblr for Business: How your company can reap the rewards of this social media platform
Starting off as a microblogging platform in 2006, it wasn’t until around 2010 that Tumblr first started to gain popularity as a platform. Even then, it remained almost entirely a website for people to run their own blogs, filling them with their own creative content, and it hasn’t been until quite recently that businesses have started to catch on to Tumblr’s user-friendly site, which at times seems like it was almost made for businesses. Like with any platform, it’s all about knowing how to navigate it to earn the best results, and with Tumblr’s 246 million strong blogs (as of July, 2015), there is plenty of potential to gain a following for your business.
- Understand the demographic
Twitter is for professionals, Pinterest’s user base is largely made up of women, and Facebook covers everyone in between. Like all other social media platforms, Tumblr’s demographic is quite specific. In its early stages of popularity, Tumblr’s primary user base was that of teenagers and young adults. This user base has remained, and as such, its important to know if Tumblr is right for your business.
Another huge aspect of Tumblr’s demographic is its creative population. The website has become renowned for artists sharing their creations, and some artists have even been able to build almost their entire fan base on the site. Musician Halsey was almost entirely unknown until she found fame on Tumblr, with the website’s users always more than happy to endorse creative endeavours.
- Sign up and get started
There’s only so much you can learn about Tumblr from afar, but once you get an account and start working the site out, you’ll quickly see how it can benefit your brand. Choose a username that is obviously associated to your company. Try and match it up exactly with the usernames you’ve used across other social media platforms, too, to keep it consistent.
Make sure your branding stays the same, too. Choose the same avatar you use on Facebook, Twitter, Instagram, and Pinterest, so users can readily identify your account as being a legitimate one that is linked to your company.
- Figure out what you want to use it for and stick to your style
When Woolworths developed their Tumblr presence, they went in with a goal in mind. Known as “freshcravings” on the website, the grocery store’s focus is on showing easy, healthy recipes that can be made with items bought only from their store. Using their celebrity endorsement from Jamie Oliver, they have been able to make a name for themselves on the website.
By figuring out what they wanted to use Tumblr for, Woolworths were then able to consider their overall aesthetic, and designed a “theme” to suit. If you don’t want to design a theme or have to hire someone for that, there are plenty of themes available (both free and not) so you can find one that suits your posting style, whether it’s image-heavy or text-focused.
- Utilise sponsored posts
Like almost every other social media platform, Tumblr have integrated sponsored posts that businesses can capitalise on. These posts are targeted towards users based on their other browsing preferences, so you’ll know your posts are reaching the right audience. Sponsored posts appear on the dashboard of users, and can prompt likes, reblogs, and drive traffic to your own page. Monash University are currently utilising sponsored posts in a clever way, by offering tips on creativity and education without feeling the need to tout their own brand.
- Be a responsible user
If you see someone trying to engage with your customer on Tumblr, make sure to respond in a positive way. Tumblr users are some of the most keyed in social media users when it comes to customer service, and will certainly kick up a fuss about rude and inappropriate users. It’s important to take into consideration the lower age demographic of a lot of users when deciding whether or not Tumblr is right for your business, and if you don’t think your company has a place on the social media platform, it might not be the right place for your business to flourish.
Stats Source- http://www.statista.com/statistics/256235/total-cumulative-number-of-tumblr-blogs/