The desire to capture the Millennials market is bringing brands to Tumblr – a strange but popular social land where shiny, different, funny and pop culture content rules, and is shared far and wide.

While many brands have been slow to embrace Tumblr as a priority social network, those that HAVE are discovering just how much the microblogging platform has to offer.

To start with, Millennials comprise roughly half of the site’s users – skewing toward the younger 16- to 24-year-old end of the spectrum in particular [Source: Tumblr: It’s More Than Just A Place for Millennials, B2C, April 2014]. What brand DOESN’T want their share of Millennial love?

And according to AdWeek, Tumblr Millennial user base is expected to increase by the largest percentage over other demographics between 2015 and 2016 – roughly 25% between the 18-24 and 25-34 age groups combined.

Social for the Senses

So what has kept brands from jumping on the Tumblr bandwagon then? Well, it’s very different than the other major social platforms. Jeff Bercovici at Forbes says, “[T]he Tumblr experience can be boiled down to people expressing themselves publicly…. But it’s far more sensory and emotive, a swirl of photographs, songs, inside jokes, animated cartoons and virtual warm fuzzies.”

This emotional component is a plus for NetBase, which happens to specialize in sentiment and its impact on social – and recently acquired firehose access to Tumblr.

For those unfamiliar with the term, “firehose” refers to the full, real-time stream of posts coming through any social platform – be it Twitter, Facebook, or in this case Tumblr. Having access to this stream means being able to process the data contained within it immediately, keeping companies moving at the speed of social.

For example, Google’s renewed deal with Twitter is big news because it allows tweets to be searchable again (their previous deal ended in 2011), without the need for Googlebots to “crawl” all over Twitter – impeding bandwidth – to access the same information.

What it means for NetBase (and our clients) is having unfettered access to analyze social data for deep connections that reveal what users think and feel about varying types of content, brands, products, and competitors, as well as the intensity of the emotions these brands evoke.

With these insights in hand, brands can reach users by delivering content that inspires them to take action.

Tumblr Users Engage

And it’s all the more important on Tumblr because users DO take action – far more than the average Internet user.

Andy Gray, Senior Producer with Sports Illustrated, spoke with Forbes about the differences between Tumblr and other social networks:

“It was recently ‘National Puppy Day,’ and we put one or two photos on Instagram and everyone is like, ‘Oh, those are really cool.’ Then they move on with their day. You can put the same two photos on Tumblr and then people are like, ‘Oh, wow. I want to see more of them.’ People then can click on the links on your website and get a little lost in the site, which is what you want. From a business standpoint, Tumblr is more beneficial (than Instagram).”

Brands have begun to recognize this.

Is your brand on Tumblr yet? More importantly – is your audience?

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