Tumblr

Tumblr, social media microblogging site founded in 2007 by American Web developer David Karp. Tumblr is notable for its customizable interface, which allows for easy sharing of multiple forms of content, including images, text, music, and short-form blog posts, on users’ “tumbleblogs”—the site’s namesake blogs. It fostered the creation of multiple unique Internet communities, including “fandoms,” in which users bond over shared interests. Tumblr’s anonymous nature also appeals to its user base, many of whom are part of Gen Z. The company is headquartered in San Francisco.

Karp founded Tumblr when he was 21 years old and working as a consultant from his mother’s apartment in New York City. At the time, he envisioned Tumblr as an alternative to popular, heavily monetized social media platforms such as Facebook and YouTube. He felt that most social media platforms stifled user creativity with advertisement-based interfaces and thus decided to take a different approach, aiming in particular to foster a more supportive community than he had seen elsewhere. In doing so, he designed Tumblr to allow users to post text, images, GIFs, music, and videos to easily personalized tumbleblogs, which are optimized for short-form, shareable posts. He also purposely excluded functions such as commenting and disliking and downvoting posts and made it possible for users to “reblog” (repost, with the option to add a response), “heart,” and send each other messages (“fan mail”).

Karp’s strategy was successful. By the end of 2007 Tumblr had found investors and reached a valuation of $3 million, though Karp declined to join the rest of the tech world by moving from New York to San Francisco. Within five years of its debut, Tumblr hosted over 70 million blogs—including ones belonging to public figures such as Taylor Swift, Lady Gaga, and Barack Obama. Many users blogged anonymously under screen names, engaging in groups of dedicated fans, many of whom bonded over popular books, events, movies, and television shows, such as Harry Potter and Doctor Who), and sharing art, writing, and photography with followers. By 2012 most users were posting on Tumblr at least 20 times per month.

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Though Tumblr was popular, it was not profitable. Karp was indifferent. “There are a lot of rich people in the world,” he said in a 2012 interview with The Guardian. “There are very few people who have the privilege of getting to invent things that billions of people use.” In 2013, however, Yahoo! offered to purchase Tumblr for about $1.1 billion. Karp accepted the offer and continued to serve as chief executive officer (CEO).

Yahoo! CEO Marissa Mayer promised Tumblr’s antiestablishment user base that the acquisition would not “screw [Tumblr] up.” However, Tumblr still did not have a concrete revenue stream and failed to meet financial expectations. Yahoo! subsequently devalued the company to less than half its purchase price. In 2017 Yahoo! was acquired by Verizon. That same year, Karp resigned, and Verizon announced that the newly acquired AOL-Yahoo group, which included Tumblr, would continue under its subsidiary, Oath. Verizon kept Tumblr relatively ad-free and in 2018 banned pornography and other adult content, though these changes were met with backlash from users. It soon came to light that the reason for this decision was the proliferation of child pornography on the platform, which had even led to Apple Inc. removing the Tumblr app from its App Store. Tumblr claimed that though it used a filtering mechanism to prevent such content from being published on its platform, the filters had not detected some sensitive content. In 2019 Verizon sold Tumblr to Automattic, the parent company of WordPress, for $3 million.

Tumblr regained some popularity after the acquisition, though Automattic did not reverse the ban on adult content. In 2022 the company told The New Yorker that 61 percent of its new users belonged to Gen Z, a much sought-after demographic. The following year, however, a leaked memo from CEO Matt Mullenweg revealed that Automattic “had not gotten the expected results” from the “600+ person-years of effort put into Tumblr since the acquisition.” The site continued to operate, but the majority of Automattic employees working on Tumblr were reassigned to other projects.