Tumblr is a microblogging platform and social networking website founded by David Karp and owned by Yahoo!. The service allows users to post multimedia and other content to a short-form blog.
Users can follow other users’ blogs, as well as make their blogs private. Much of the website’s features are accessed from the “dashboard” interface, where the option to post content and posts of followed blogs appear.
As of March 1, 2015, Tumblr hosts over 225.1 million blogs and more than 104.9 billion posts in total.
Yahoo announced its intention to acquire Tumblr on May 20, 2013, for approximately $1.1 billion. The deal closed on June 20, 2013.
The dashboard is the primary tool for the typical Tumblr user. It is a live feed of recent posts from blogs that they follow. Through the dashboard, users are able to comment, reblog, and like posts from other blogs that appear on their dashboard.
The dashboard allows the user to upload text posts, images, video, quotes, or links to their blog with a click of a button displayed at the top of the dashboard. Users are also able to connect their blogs to their Twitter and Facebook accounts, so whenever they make a post, it will also be sent as a tweet and a status update.
Users are able to set up a schedule to delay posts that they make. They can spread their posts over several hours or even days. Tags: For each post a user creates, they are able to help their audience find posts about certain topics by adding tags. If someone were to upload a picture to their blog and wanted their viewers to find pictures, they would add the tag #picture, and their viewers could use that word to search up posts with the tag #picture.
Tumblr allows users to edit their blog’s theme HTML coding to control the appearance of their blog. Users are also able to use a custom domain name for their blog.
In an interview with Nicole Lapin of Bloomberg West on September 7, 2012, David Karp said the site was monetized by advertising. Their first advertising launch started in May 2012 after 16 experimental campaigns. Tumblr made $13 million in revenue in 2012 and hopes to make $100 million in 2013. Tumblr reportedly spent $25 million to fund operations in 2012. In 2013, Tumblr began allowing companies to pay to promote their own posts to a larger audience.
Tumblr Head of Sales, Lee Brown, has quoted the average ad purchase on Tumblr to be nearly six figures. Tumblr also generates revenue by selling themes to users to change the appearance of their blog.