Tumblr’s solely viable enterprise mannequin is shitposting


As Elon Musk struggles to make individuals give Twitter $8 a month for a blue test, Tumblr had an thought: what in the event that they supplied customers $8 for not one, however two blue checks?

Yes, you possibly can legitimately purchase two blue checks in your Tumblr weblog. For the low, low worth of $7.99. As Tumblr wrote in an official put up, “That’s cheaper than some other places, when you consider that you get not one but TWO checkmarks for your blog.”

If you retain paying Tumblr, you will get even more blue checks. Want 10 blue checks? That’ll be about $40.

Tumblr has struggled to monetize for its whole existence. Tumblr was acquired by Yahoo (Thealike’s father or mother firm) for $1 billion in 2013, however when it offered once more to Verizon (Thealike’s former father or mother firm) in 2019, it was value just $3 million.

Tumblr’s success as a social media platform has been in much more jeopardy because it banned porn in 2018 to guard its presence on the App Store. In the final 12 months alone, Automattic has tried to get Tumblr to generate income via paid ad-free looking, a subscription product and a tip jar, marking among the first paid creator options on the longstanding running a blog website. Yet regardless of rising nostalgia for Tumblr, the platform has didn’t develop its consumer base considerably for the reason that porn ban, when it misplaced 30% of internet visitors.

Tumblr’s preliminary rollout of its Post+ subscription rollout was a large number, as customers fearful how the cruel actuality of capitalism would change their fandom paradise. But Tumblr customers have confirmed to be extraordinarily keen to pay cash for 2 issues: ad-free looking and shitposting. 

According to knowledge from SensorTower, Tumblr’s cell app has seen roughly $507,000 in shopper spending since April. That was the month when Tumblr introduced Blaze, a characteristic that lets customers promote their very own posts. Not coincidentally, Blaze debuted on 4/20 with worth factors ending in $4.20.

On a platform like Facebook, promoted posts are normally for companies. On Tumblr, Blazed posts are generally used to make different individuals bear witness to your cursed content material.

Tumblr’s prime in-app purchases (April to November 10, 2022), by way of SensorTower

Since the launch of Blaze, Tumblr’s prime 5 in-app purchases have been ad-free looking (month-to-month and annual), two worth factors for Blaze, and… crabs. Yes, crabs. In July, Tumblr added a characteristic that lets you ship somebody crabs that dance round their dashboard for a day, and now, crabs have generated extra in-app purchases than Post+.

Tumblr’s paid jab at Twitter verification has solely simply launched, so we are able to’t say but how worthwhile it will likely be. But if Tumblr’s historical past is any indication, this ought to be a monetary slam dunk, since Tumblr customers appear to only actually need to purchase issues which can be ineffective.


According to analytics agency Similarweb, Tumblr didn’t expertise a major uptick in month-to-month visits worldwide on cell and desktop after it launched creator monetization options in summer time 2021. However, Tumblr is producing some extra curiosity now that we stay in a world by which Elon Musk owns Twitter. Other various social networks have seen an inflow of latest customers too — Mastodon almost doubled its userbase thus far this month.

Matt Mullenweg, CEO of Automattic (the corporate that owns Tumblr), tweeted that Tumblr app downloads are up about 58% within the final week. This might be as a result of Twitter now looks like extra of a hellsite than Tumblr underneath Musk’s possession, or as a result of Tumblr simply modified its community guidelines. Now, Tumblr permits nudity, however not “visual depictions of sexually explicit acts.” Some web denizens took this coverage change to imply that porn is again, however the final time we checked, porn usually falls into the class of “visual depictions of sexually explicit acts.”

If you’re trying to bounce ship from Twitter as Elon Musk will get settled in as its new proprietor, I hate to interrupt it to you: Tumblr will not be your saving grace (until in case you’re a former “Superwholock” fan whose new favourite e book is “Gideon the Ninth,” by which case, you’re most likely nonetheless on Tumblr anyway). But to be truthful, it’s seemingly that not one of the Twitter options which can be floating round — no, not even Mastodon — will develop into the brand new Twitter.

Regardless, Tumblr now has one thing that Twitter doesn’t: two blue checkmarks.


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