As announced earlier this week, Yahoo! purchased micro-blogging site Tumblr for $1 billion. Now that the dust has settled, not only are Tumblr’s devoted users wondering what changes will be made to their beloved site, but marketers are also starting to wonder what’s in it for them.
Here are four interesting considerations about Tumblr that marketers should be aware of.
With Tumblr’s 105 million blogs and 50 million blog posts Yahoo! can provide sophisticated and comprehensive Web search within the Tumblr platform. Yahoo! is also planning to pull content from Tumblr into Yahoo! search results. This could be a great opportunity for marketers to use Tumblr as a blogging platform to increase organic Web search traffic to their corporate blog.
All marketers are looking to expand their brand visibility. Tumblr currently has 300 million users with 120,000 new users joining per day. While the demographic of Tumblr users is generally female, 18-24 years old, it also includes a high percentage of males and is skewed across all age groups.
Yahoo! sees the potential for a positive partnership by merging the advanced mobile technology and capabilities created by Tumblr with the work and mobile initiatives Yahoo! has already started.
More than half of Tumblr users engage with the mobile app and, on average, log in seven times a day. Digital marketers can expect to soon be able to target a very socially active mobile audience with personalized messages and ads within the app.
Tumblr experimented with native ads early this year, but with Yahoo! looking to “monetize” the site, marketers can expect a lot more opportunities to share their brand with Tumblr’s 300 million users.
Can you think of any past examples of how media acquisitions have opened the door for more marketing opportunities? Share your comments below.