Tumblr: A Platform Beyond its Time
In 2020, I famously wrote that “reports of Tumblr’s death have been greatly exaggerated.” It was widely believed that Tumblr was on its last legs after a controversial ban on adult content in 2018 led to an exodus of users. However, contrary to popular belief, it continued to serve as a sanctuary for artists, fandoms, and individuals looking for a non-algorithmic alternative to mainstream social media platforms.
Fast forward to the present day, and Tumblr is undergoing yet another transformation. While its influence on popular culture may have diminished since its heyday in the soft-grunge and Superwholock eras, millions of users continue to engage with the platform on a daily basis. Take, for example, Caroline Ellison, whose rationalist Tumblr account chronicled her crypto-trading and effective altruist lifestyle, serving as the subject of numerous analytical think pieces. Additionally, iconic memes such as “gaslight gatekeep girlboss” and Goncharov originally found a home on Tumblr before permeating throughout the broader social web. If anything, nostalgia for Tumblr has surged, particularly evident on TikTok.
One factor driving Tumblr’s revitalization is its change of ownership. In 2019, Verizon offloaded the platform to Automattic, the parent company of WordPress.com, in a bid to breathe new life into the struggling social networking site. Automattic introduced features such as a livestreaming service and collectible badges to attract new users. Moreover, Tumblr experienced a surge in new members when dissatisfied Twitter users defected following Elon Musk’s takeover, along with an additional influx during the backlash against Reddit’s API changes.
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In contrast to the rapid decline of platforms such as Myspace and LiveJournal, Tumblr has defied expectations by continuing to flourish despite facing numerous challenges. Automattic’s stewardship has played a pivotal role in this resilience, particularly after purchasing Tumblr at a bargain-bin price of $3 million. These developments, however, have not sufficed. A leaked internal memo revealed that Tumblr’s ongoing efforts to boost revenue and user engagement have fallen short, prompting a restructuring that will see a majority of the platform’s staff reassigned to other divisions within WordPress and Automattic.
Mullenweg, CEO of Automattic and Tumblr, reassured the Tumblr community by dispelling rumors that Tumblr had failed and emphasizing the website’s future. He emphasized plans to shift from growth-focused operations to a more efficient mode of operation, underscoring the potential to achieve remarkable results with a smaller and more focused team. Notably, Mullenweg confirmed that the impacted employees were primarily part of Tumblr’s product team, with no changes expected in departments covering marketing, trust & safety, and international localization.
The decision to transition into a “maintenance phase” could be what Tumblr needs to preserve its unique community and historical significance as a cultural incubator. The platform’s long-standing joke, where users resist change, resonates with the need to balance growth against the needs of its creative community. The announcement received mixed reactions, particularly regarding the unpopular livestream feature, and signaled Tumblr’s move towards a smaller, more decentralized future, aligning with the broader trend of users dispersing from major platforms onto smaller, more specialized alternatives.
Ultimately, Tumblr’s cultural and historical significance lies in its role as a hub for subcultures, youth culture, queer culture, and fandom. While it may not appeal to mainstream demographics, its impact is evident in the various posts and content that have heavily influenced art, entertainment, and literature experienced on other platforms such as Instagram, TikTok, and YouTube.
Unlike mainstream social platforms, Tumblr’s lack of visible follower counts and a refusal to promote real names creates an environment that fosters artistic and creative freedom. Despite facing existential challenges, Tumblr’s commitment to preserving this unique culture offers hope to the loyal fanbase. As Tumblr balances its user base and product engineering, a decision to forego massive user growth in favor of preserving its essence may well be the best course of action, serving as a testament to its long-term value.
