Ltap Research: How Brands Are Using Tumblr

Tuesday, September 3, 2013

How Brands Are Using Tumblr

August 30, 2013

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Just under one-third (31%) of the Interbrand Top 100 Brands have created Tumblr accounts, according to a recent report by Simply Measured.

Most of those accounts are active, and 21 of them posted during the 30-day period examined in the report (July 5-August 4, 2013).

Most (27) of the 31 brands with Tumblr accounts also have Pinterest or Instagram accounts, suggesting that companies are using the service as a complement to those other social networks.

Below, additional key findings from the report.

Brand Activity Breakdown

13% of the brands examined on Tumblr average three or more posts a week.
Six brands are taking their efforts much further, posting more than 10 times a week.

Content Types

95% of the brands' posts were photos in the 30-day period examined, and photos received 98% of all reblogs.

The Impact of Reblogs

69% of brand posts are original content: i.e., they’re being posted to Tumblr for the first time by the brand. The remaining 31% of brand posts are reblogs of other user posts on Tumblr.
Unlike Twitter or Facebook, engagement on Tumblr has a relatively long shelf-life: Almost a third (29%) of all reblogs take place more than 30 days after the initial post.

About the research: The study was based on an analysis of Tumblr posts by the Interbrand Top 100 Brands from July 5 to August 4, 2013. The data came from Simply Measured's analytics and reporting platform.