Study: How Big Brands Are Using Tumblr

While Tumblr now has over 100 million blogs, it is still the most overlooked social media network for brands. Currently, only 31% of the top 100 brands have adopted a Tumblr account. Social media analytics and reporting platform Simply Measured performed a study showing just how these top brands were performing and some of the tactics employed.

Of these 31 companies tracked, 21 were active in the past 30-day period (July 5th through August 4th). This places Tumblr as the sixth most popular social network behind Facebook, Twitter, Google+, Pinterest and Instagram.

Of the 21 active brands on Tumblr, 13 post 3+ times a week, 7 post daily (7+) and 6 posted more than 10 times a week.  Of the top brands active on Tumblr the average number of posts per day was 0.7 posts, with an average “note per post” of 1,462. The shelf-life on Tumblr engagement is much higher than other traditional social networks with 29% of reblogs occurring after the initial 30-day period. Even more, only 36% of reblogs happen on that same day, and posts will see 51% of total reblogs within the first week.

Original brand posts saw a higher rate of reblogs (69%) than reblogged content (31%). To no surprise, the most popular content for the top brand are photos. Ninety-five percent of brand posts are photos with 3% coming from text and 2% from video.

For the full study from Simply Measured (as well as a detailed case study) see the free report.


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