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Wikipedia

Tumblr

January 01, 1970

Tumblr (pronounced "tumbler") is a microblogging and social networking website founded by David Karp in 2007 and currently owned by American company Automattic. The service allows users to post multimedia and other content to a short-form blog.

Tumblr
Screenshot
The Tumblr login/sign up page; a different background image is displayed each time the page is loaded.
Type of businessSubsidiary
FoundedFebruary 2007; 17 years ago (2007-02)[1]
HeadquartersNew York City, U.S.
Founder(s)David Karp
Key peopleMatt Mullenweg (CEO)[2]
IndustryMicroblogging, social networking service
Employees411 (as of June 2017)[1]
Parent
URLtumblr.com

History

Beginnings (2006–2012)

 
 
 
Tumblr (original logo shown) was founded by David Karp (left) and Marco Arment (right).

Development of Tumblr began in 2006 during a two-week gap between contracts at David Karp's software consulting company, Davidville.[3][4] Karp had been interested in tumblelogs (short-form blogs, hence the name Tumblr)[5] for some time and was waiting for one of the established blogging platforms to introduce their own tumblelogging platform. As none had done so after a year of waiting, Karp and developer Marco Arment began working on their own platform.[6][7] Tumblr was launched in February 2007,[8][9] and within two weeks had gained 75,000 users.[10] Arment left the company in September 2010 to work on Instapaper.[11]

In June 2012, Tumblr featured its first major brand advertising campaign in collaboration with Adidas, who launched an official soccer Tumblr blog and bought ad placements on the user dashboard. This launch came only two months after Tumblr announced it would be moving towards paid advertising on its site.[12]

Ownership by Yahoo! (2013–2018)

On May 20, 2013, it was announced that Yahoo and Tumblr had reached an agreement for Yahoo! Inc. to acquire Tumblr for $1.1 billion in cash.[13][14] Many of Tumblr's users were unhappy with the news, causing some to start a petition, achieving nearly 170,000 signatures.[15] David Karp remained CEO and the deal was finalized on June 20, 2013.[16][17] Advertising sales goals were not met and in 2016 Yahoo wrote down $712 million of Tumblr's value.[18]

Verizon Communications acquired Yahoo in June 2017, and placed Yahoo and Tumblr under its Oath subsidiary.[19][20] Karp announced in November 2017 that he would be leaving Tumblr by the end of the year. Jeff D'Onofrio, Tumblr's president and COO, took over leading the company.[21]

The site, along with the rest of the Oath division (renamed Verizon Media Group in 2019), continued to struggle under Verizon. In March 2019, SimilarWeb estimated Tumblr had lost 30% of its user traffic since December 2018, when the site had introduced a stricter content policy with heavier restrictions on adult content (which had been a notable draw to the service).[22] In May 2019, it was reported that Verizon was considering selling the site due to its continued struggles since the purchase[23] (as it had done with another Yahoo property, Flickr, via its sale to SmugMug). Following this news, Pornhub's vice president publicly expressed interest in purchasing Tumblr, with a promise to reinstate the previous adult content policies.[24]

Automattic (2019–present)

On August 12, 2019, Verizon Media announced that it would sell Tumblr to Automattic, the operator of blog service WordPress.com and corporate backer of the open source blog software of the same name. The sale was for an undisclosed amount, but Axios reported that the sale price was less than $3 million, less than 0.3% of Yahoo's original purchase price. Automattic CEO Matt Mullenweg stated that the site will operate as a complementary service to WordPress.com, and that there were no plans to reverse the content policy decisions made during Verizon ownership.[2]

In November 2022, Mullenweg stated that Tumblr will add support for the decentralized social networking protocol ActivityPub.[25] In November 2023, most of Tumblr's product development and marketing teams were transferred to other groups within Automattic. Mullenweg stated that focus would shift to core functionality and streamlining existing features.[26]

In February 2024, Automattic announced that it would begin selling user data from Tumblr and WordPress to Midjourney and OpenAI. Tumblr users are opted-in by default, with an option to opt out.[27][28]

Features

Blog management

  • Dashboard: The dashboard is the primary tool for the typical Tumblr user. It is a live feed of recent posts from blogs that they follow.[29] 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, videos, 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 that whenever they make a post, it will also be sent as a tweet and a status update.[30] As of June 2022, users can also turn off reblogs on specific posts through the dashboard.[31]
  • Queue: 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.[30]
  • Tags: Users can 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 for posts with the tag #picture.
  • HTML editing: Tumblr allows users to edit their blog's theme using HTML to control the appearance of their blog.
  • Custom domains: Tumblr allows users to use custom domains for their blogs. Users must purchase a domain from Tumblr Domains, an in-house registrar that provides domains that can only be used with Tumblr unless removed from the user's blog and transferred to another registrar. Blogs previously were able to be linked with any domain/subdomain from any registrar, however following the introduction of the Tumblr Domains service, now requires you to purchase a domain directly from Tumblr to be used with a blog. Users who kept their blogs connected to a domain after the introduction got to keep their custom domain, as long as they don't disconnect it from Tumblr or let the domain expire.[32][33]

Tags

The tagging system on the website operates on a hybrid tagging system, involving both self-tagging (user write their own tags on their posts) and an auto-manual function (the website will recommend popular tags and ones that the user has used before.) Only the first 20 tags added to any post will be indexed by the site. The tags are prefaced by a hashtag and separated by commas, and spaces and special characters are allowed, but only up to 140 characters total per tag.[34]

There are two main types used by Tumblr users: descriptive tagging, and opinion or commentary tagging. Descriptive tags are usually introduced by the original poster, and describe what is in the post (i.e. #art, #sky). These are important for the original poster to use, so their post will be indexed and searchable by others wishing to view that subject of content. Tags used as a form of communication are unique to Tumblr, and are typically more personal, expressing opinions, reactions, meta-commentary, background information, and more. Instead of adding onto the reblogged post (with their comments becoming an addition to each subsequent reblog from them) a user may add their comments in the tags, not changing the content or appearance of the original post in any way. Not all users choose to use tags this way, but those who do use tags for commentary prefer it over adding a comment on the actual post.[34][35]

Mobile

With Tumblr's 2009 acquisition of Tumblerette, an iOS application created by Jeff Rock and Garrett Ross, the service launched its official iPhone app.[36][37] The site became available to BlackBerry smartphones on April 17, 2010, via a Mobelux application in BlackBerry World. In June 2012, Tumblr released a new version of its iOS app, Tumblr 3.0, allowing support for Spotify integration, hi-res images and offline access.[38] An app for Android is also available.[39] A Windows Phone app was released on April 23, 2013.[40] An app for Google Glass was released on May 16, 2013.[41]

Inbox and messaging

Tumblr blogs have the option to allow users to submit questions, either as themselves or anonymously, to the blog for a response. Tumblr also previously offered a "fan mail" function, allowing users to send messages to blogs that they followed.[42][43]

On November 10, 2015, Tumblr introduced an integrated instant messaging function, allowing users to chat with other Tumblr users. The feature was rolled out in a "viral" manner; it was initially made available to a group of 1,500 users, and other users could receive access to the messaging system if they were sent a message by any user that had received access to the system itself. The messaging platform replaces the fan mail system, which was deprecated.[44] The ability to send posts to others via the Dashboard was added the following month.[45]

Discontinued features

In May 2012, Tumblr launched Storyboard, a blog managed by an in-house editorial team which features stories and videos about noteworthy blogs and users on Tumblr.[46] In April 2013, Storyboard was shut down.[47]

In March 2018, Tumblr began to syndicate original video content from Verizon-owned video network go90, as part of an ongoing integration of Oath properties, and reported plans to wind down go90 in favor of using Oath properties to distribute its content instead. This made the respective content available internationally, since go90 is a U.S.-only service. Go90 shut down at the end of the following July.[48][49]

In November 2019, Tumblr introduced "group chats"—ephemeral chat rooms surfaced via searches, designed to allow users to share content in real-time with users who share their interests. Posts would disappear after 24 hours and could not be edited.[50] The group chat function was discontinued on September 22, 2021.[51][52]

On July 21, 2021, Tumblr launched Post+ for some beta users, allowing bloggers to monetize their content.[53][54] Post+ was removed in January 2024 due to low usage.[55]

At the end of 2022, Tumblr announced a livestreaming service called Tumblr Live.[56] Tumblr Live was an adapted version of The Meet Group's product Livebox.[57] In 2024, Tumblr announced that they would be discontinuing Tumblr Live as of January 24, with options for users to migrate to MeetMe.[58]

Usage

 
A Tumblr blog post shown on an information screen in a Dutch train station, 2019

Tumblr has been noted for the socially progressive views of its users.[59][60] In 2011, the service was most popular with the teen and college-aged user segments with half of Tumblr's visitor base being under the age of 25.[61] In April 2013, the website received more than 13 billion global page views.[62]

User activity, measured by the number of blog posts per quarter, peaked at over 100 million in early 2014 and declined in each of the next three years, to approximately 30 million by October 2018.[63]

As of May 2019, Tumblr hosted over 465 million blogs and more than 172 billion posts in total[64] with over 21 million posts created on the site each day.[1]

LGBTQ+ content and community

Multiple researchers looking into Tumblr have found that the website is often used as for community-building and a place to explore identity formation and gender expression for LGBT groups.[65] Prior to the 2018 adult content ban, transgender users posted their personal gender transitioning experiences, including photos of post gender-confirming surgery and the healing process. Many users felt that the ability to be anonymous, or cultivate the identity they were transitioning to, made posting personal information to the website acceptable and safe.[66]

Adult content

At the time of its acquisition by Yahoo, Tumblr was described by technology journalists as having a sizable amount of pornographic content.[67][68] An analysis conducted by news and technology site TechCrunch on May 20, 2013, showed that over 22% of all traffic in and out of Tumblr was classified as pornography. In addition, a reported 16.45% of blogs on Tumblr exclusively contained pornographic material.[69] Following July 2013 and its acquisition by Yahoo, Tumblr progressively restricted adult content on the site. In July 2013, Tumblr began to filter content in adult-tagged blogs from appearing in search results and tagged displays unless the user was logged in. In February 2018, Safe Mode (which filters "sensitive" content and blogs) became enabled by default for all users on an opt-out basis.[70]

On December 3, 2018, Tumblr announced that effective December 17, all images and videos depicting sex acts, and real-life images and videos depicting human genitalia or "female-presenting" nipples, would be banned from the service. Exceptions are provided for illustrations or art that depict nudity, nudity related to "political or newsworthy speech", and depictions of "female-presenting" nipples in relation to medical events such as childbirth, breastfeeding, mastectomy and gender reassignment surgery. The rules do not apply to text content. All posts in violation of the policy are hidden from public view, and repeat offenders may be reprimanded.[71][72] Shortly prior to the announcement, Tumblr's Android app was patched to remove the ability to disable Safe Mode.[73]

The change faced wide criticism among Tumblr's community; in particular, it has been argued that the service should have focused on other major issues (such as controlling hate speech or the number of porn-related spambots on the service), and that the service's adult community provided a platform for sex education, independent adult performers (especially those representing LGBT communities who feel that they are under-represented by a heteronormative mainstream industry) seeking an outlet for their work, and those seeking a safe haven from "over-policed" platforms to share creative work with adult themes.[74][75][76] Tumblr stated that it was using various algorithms to detect potential violations, in combination with manual reviews.[73] Users quickly discovered a wide array of false positives.[77][78][79] A large number of users scheduled protest actions on December 17.[80]

On the day the ban took effect, Tumblr issued a new post clarifying the new policy, showcasing examples of adult images still allowed on the service, and stating that it "fully recognized" its "special obligation" to serving its LGBT userbase, and that "LGBTQ+ conversations, exploration of sexuality and gender, efforts to document the lives and challenges of those in the sex worker industry, and posts with pictures, videos, and GIFs of gender reassignment surgery are all examples of content that is not only permitted on Tumblr but actively encouraged."[81]

Wired cited multiple potential factors in the ban, including that the presence of adult content made the service unappealing to potential advertisers, the Stop Enabling Sex Traffickers Act (a U.S. federal law which makes websites liable for knowingly assisting or facilitating illegal sex trafficking), as well as heavy restrictions on adult content imposed by Apple for software offered on the iOS App Store (which similarly prompted several Reddit clients to heavily frustrate the ability for users to access forums on the site that contain adult content).[73]

In January 2022, Tumblr reached a settlement with New York City's Commission on Human Rights, which had claimed that the 2018 ban on adult content disproportionately affected LGBTQ+ users. The agreement required the company to review its algorithms, revise its appeals process and review closed cases, and train its human moderators on diversity and inclusion issues.[82] In November 2022, Tumblr changed its rules to allow nudity, but not sexually explicit images.[83]

Corporate affairs

 
Tumblr's headquarters were located in the 770 Broadway building in New York City.

Tumblr's headquarters were at 770 Broadway in New York City.[84][85] The company also maintains a support office in Richmond, Virginia.[86] As of June 1, 2017, Tumblr had 411 employees.[1] Tumblr (and Automattic) now has a mostly distributed workforce, with a small office in San Francisco.[87][88]

The company's logo is set in Bookman Old Style with some modifications.[89]

Funding

As of 2011, Tumblr had received about $125 million of funding from investors.[90] The company has raised funding from Union Square Ventures, Spark Capital, Martín Varsavsky, John Borthwick (Betaworks), Fred Seibert, Krum Capital, and Sequoia Capital (among other investors).[91][92][93]

In its first round of funding in October 2007, Tumblr raised $750,000 from Spark Capital and Union Square Ventures.[94] In December 2008 the company raised $4.5 million in Series B funding[95] and a further $5 million in April 2010.[96] In December 2010, Tumblr raised $30 million in Series D funding.[97] The company had an $800 million valuation in August 2011.[98] In September 2011, the company raised $85 million in a round of funding led by Greylock Partners and Insight Venture Partners.[99]

Revenue sources

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.[100] Tumblr made $13 million in revenue in 2012 and hoped to make $100 million in 2013. Tumblr reportedly spent $25 million to fund operations in 2012.[90]

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.[101] Tumblr also allows premium theme templates to be sold for use by blogs.[102]

In July 2016, advertisements were implemented by default across all blogs. Users may opt-out, and the service stated that a revenue sharing program would be implemented at a later date.[103]

In February 2022, Tumblr launched an ad-free subscription option that removes the marketing from microblogs for $5 per month, or $40 per year.[104]

During an AMA on 11 July 2023, the CEO said that Tumblr was financially in the red, losing $30 million a year.[105][106]

Criticism

Copyright issues

Tumblr has received criticism for copyright violations by participating bloggers;[107] however, Tumblr accepts Digital Millennium Copyright Act (DMCA) take-down notices.[108] Tumblr's visual appeal has made it ideal for photoblogs that often include copyrighted works from others that are re-published without payment.[109] Tumblr users can post unoriginal content by "Reblogging", a feature on Tumblr that allows users to re-post content taken from another blog onto their own blog with attribution.[107][110]

Security

Tumblr has been forced to manage spam and security problems. For example, a chain letter scam in May 2011 affected 130,000 users.[111]

On December 3, 2012, Tumblr was attacked by a cross-site scripting worm deployed by the internet troll group Gay Nigger Association of America. The message urged users to harm themselves and criticized blogging in general.[112]

User interface changes

In 2015, Tumblr faced criticism by users for changes to its reblog mechanisms. In July 2015, the system was modified so that users cannot remove or edit individual comments by other users when reblogging a post; existing comments can only be removed all at once. Tumblr staff argued that the change was intended to combat "misattribution", though this move was met by criticism from 'ask blogs' and "RP blogs', which often shortened long chains of reblogs between users to improve readability. In September 2015, Tumblr changed how threads of comments on reblogged posts are displayed; rather than a nested view with indentations for each post, all reblogs are now shown in a flat view, and user avatars were also added. The change was intended to improve the legibility of reblogs, especially on mobile platforms, and complements the inability to edit existing comments. Although some users had requested such a change to combat posts made illegible by extremely large numbers of comments on a reblogged post, the majority of users (even those who had requested such a change) criticized the new format. The Verge was also critical of the changes, noting that it was cleaner, but made the site lose its "nostalgic charm".[113][114]

Userbase behaviour

While Tumblr's userbase has generally been received as accommodating people from a wide range of ideologies and identities, a common point of criticism is that attitudes from users on the site stifle discussion and discourse. In 2015, members of the Steven Universe fandom drove an artist to the point of attempting suicide over their artwork, in which they drew characters thin that are typically seen as being 'fat' in the show.[115] In 2018, Kotaku reporter Gita Jackson described the site as a 'joyless black hole', citing how the website's design and functionality led to 'fandoms spinning out of control', as well as an environment which inhibited discussion and discourse.[116]

Promotion of self-harm and suicide

In February 2012, Tumblr banned blogs that promote or advocate suicide, self-harm and eating disorders (pro-ana).[117]

The suicide of a British teenager, Tallulah Wilson, raised the issue of suicide and self-harm promotion on Tumblr as Wilson was reported to have maintained a self-harm blog on the site. A user on the site is reported to have sent Wilson an image of a noose accompanied by the message: "here is your new necklace, try it on." In response to the Wilson case, Maria Miller, the UK's minister for culture, media, and sport, said that social media sites like Tumblr need to remove "toxic" self-harm content.[118][119]

Searching terms like "depression", "anxiety", and "suicide" on Tumblr now brings up a PSA page directing the user to resources like the National Suicide Prevention Lifeline, The Trevor Project, the National Eating Disorders Association, and RAINN, as well as an option to continue to the search results.[120]

There are concerns of some Tumblr posts glorifying suicide and depression among young people.[121]

Politics

In February 2018, BuzzFeed published a report claiming that Tumblr was utilized as a distribution channel for Russian agents to influence American voting habits during the 2016 presidential election.[122]

Despite policies forbidding hate speech, Tumblr has been noted for hosting content from Neo-Nazis and white supremacists.[123] In May 2020, Tumblr announced that it will remove reblogs of terminated hate speech posts, specifically Nazi and white supremacist content.[124]

Censorship

Several countries have blocked access to Tumblr because of pornography, religious extremism or LGBT content. These countries include China,[125] Indonesia, Kazakhstan[126] and Iran.[127] In February 2016, the Indonesian government temporarily blocked access to Tumblr within the country because the site hosted pages that carried pornography. The government shortly reversed its decision to block the site and said it had asked Tumblr to self-censor its pornographic content.[128]

Adult content ban

In November 2018, Tumblr's iOS app was removed by Apple from its App Store after illegal child pornography was found on the service. Tumblr stated that all images uploaded to the service are scanned against an industry database, but that a "routine audit" had revealed images that had not yet been added to the database.[129] In the wake of the incident, a number of Tumblr blogs—particularly those dealing primarily in adult-tagged artwork such as erotica, as well as art study and anatomy resources—were also deleted, with affected users taking to other platforms (such as Twitter) to warn others and complain about the deletions, as well as encourage users to back up their blog's contents.[130][131] Tumblr subsequently removed the ability to disable "Safe Mode" from its Android app,[73] and announced a wider ban on explicit images of sex acts and nudity on the platform with certain limited exceptions.[71] Tumblr deployed an automatic content recognition system which resulted in many non-pornographic images being removed from the platform.[132] In December 2018, about a month after it was initially banned, Tumblr's iOS app was restored to the app store.[133]

The site was known for its popularity with adult content that attracted women and catered for other under-served audiences.[134]

Notable matters

On October 21, 2011, then-U.S. President Barack Obama created a Tumblr account.[135]

In late 2015, a user on the website went viral after allegedly having collected human bones at a graveyard, sparking a controversy known as "Boneghazi" (a portmanteau of bone + Benghazi). The user, from New Orleans, Louisiana, had offered to share the human bones reportedly procured from Holt Cemetery by making a post in a Facebook group known as the "Queer Witch Collective". The Facebook post was later re-posted to Tumblr by another user, and the account from Facebook was traced to a profile on Tumblr due to the profile pictures matching.[136] In January 2016, the user's home was searched by law enforcement, where they found 11 bones and four teeth.[137][138][139]

See also

References

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External links

 
Wikimedia Commons has media related to Tumblr.
  • Official website

January 01, 1970
tumblr, pronounced, tumbler, microblogging, social, networking, website, founded, david, karp, 2007, currently, owned, american, company, automattic, service, allows, users, post, multimedia, other, content, short, form, blog, screenshotthe, login, sign, page,. Tumblr pronounced tumbler is a microblogging and social networking website founded by David Karp in 2007 and currently owned by American company Automattic The service allows users to post multimedia and other content to a short form blog TumblrScreenshotThe Tumblr login sign up page a different background image is displayed each time the page is loaded Type of businessSubsidiaryFoundedFebruary 2007 17 years ago 2007 02 1 HeadquartersNew York City U S Founder s David KarpKey peopleMatt Mullenweg CEO 2 IndustryMicroblogging social networking serviceEmployees411 as of June 2017 update 1 ParentYahoo Inc 2013 2017 Oath 2017 2019 Verizon Media 2019 Automattic 2019 present URLtumblr wbr comContents 1 History 1 1 Beginnings 2006 2012 1 2 Ownership by Yahoo 2013 2018 1 3 Automattic 2019 present 2 Features 2 1 Blog management 2 2 Tags 2 3 Mobile 2 4 Inbox and messaging 2 5 Discontinued features 3 Usage 3 1 LGBTQ content and community 3 2 Adult content 4 Corporate affairs 4 1 Funding 4 2 Revenue sources 5 Criticism 5 1 Copyright issues 5 2 Security 5 3 User interface changes 5 4 Userbase behaviour 5 5 Promotion of self harm and suicide 5 6 Politics 5 7 Censorship 5 7 1 Adult content ban 6 Notable matters 7 See also 8 References 9 External linksHistoryBeginnings 2006 2012 nbsp nbsp nbsp Tumblr original logo shown was founded by David Karp left and Marco Arment right Development of Tumblr began in 2006 during a two week gap between contracts at David Karp s software consulting company Davidville 3 4 Karp had been interested in tumblelogs short form blogs hence the name Tumblr 5 for some time and was waiting for one of the established blogging platforms to introduce their own tumblelogging platform As none had done so after a year of waiting Karp and developer Marco Arment began working on their own platform 6 7 Tumblr was launched in February 2007 8 9 and within two weeks had gained 75 000 users 10 Arment left the company in September 2010 to work on Instapaper 11 In June 2012 Tumblr featured its first major brand advertising campaign in collaboration with Adidas who launched an official soccer Tumblr blog and bought ad placements on the user dashboard This launch came only two months after Tumblr announced it would be moving towards paid advertising on its site 12 Ownership by Yahoo 2013 2018 On May 20 2013 it was announced that Yahoo and Tumblr had reached an agreement for Yahoo Inc to acquire Tumblr for 1 1 billion in cash 13 14 Many of Tumblr s users were unhappy with the news causing some to start a petition achieving nearly 170 000 signatures 15 David Karp remained CEO and the deal was finalized on June 20 2013 16 17 Advertising sales goals were not met and in 2016 Yahoo wrote down 712 million of Tumblr s value 18 Verizon Communications acquired Yahoo in June 2017 and placed Yahoo and Tumblr under its Oath subsidiary 19 20 Karp announced in November 2017 that he would be leaving Tumblr by the end of the year Jeff D Onofrio Tumblr s president and COO took over leading the company 21 The site along with the rest of the Oath division renamed Verizon Media Group in 2019 continued to struggle under Verizon In March 2019 SimilarWeb estimated Tumblr had lost 30 of its user traffic since December 2018 when the site had introduced a stricter content policy with heavier restrictions on adult content which had been a notable draw to the service 22 In May 2019 it was reported that Verizon was considering selling the site due to its continued struggles since the purchase 23 as it had done with another Yahoo property Flickr via its sale to SmugMug Following this news Pornhub s vice president publicly expressed interest in purchasing Tumblr with a promise to reinstate the previous adult content policies 24 Automattic 2019 present On August 12 2019 Verizon Media announced that it would sell Tumblr to Automattic the operator of blog service WordPress com and corporate backer of the open source blog software of the same name The sale was for an undisclosed amount but Axios reported that the sale price was less than 3 million less than 0 3 of Yahoo s original purchase price Automattic CEO Matt Mullenweg stated that the site will operate as a complementary service to WordPress com and that there were no plans to reverse the content policy decisions made during Verizon ownership 2 In November 2022 Mullenweg stated that Tumblr will add support for the decentralized social networking protocol ActivityPub 25 In November 2023 most of Tumblr s product development and marketing teams were transferred to other groups within Automattic Mullenweg stated that focus would shift to core functionality and streamlining existing features 26 In February 2024 Automattic announced that it would begin selling user data from Tumblr and WordPress to Midjourney and OpenAI Tumblr users are opted in by default with an option to opt out 27 28 FeaturesBlog management Dashboard The dashboard is the primary tool for the typical Tumblr user It is a live feed of recent posts from blogs that they follow 29 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 videos 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 that whenever they make a post it will also be sent as a tweet and a status update 30 As of June 2022 users can also turn off reblogs on specific posts through the dashboard 31 Queue 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 30 Tags Users can 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 for posts with the tag picture HTML editing Tumblr allows users to edit their blog s theme using HTML to control the appearance of their blog Custom domains Tumblr allows users to use custom domains for their blogs Users must purchase a domain from Tumblr Domains an in house registrar that provides domains that can only be used with Tumblr unless removed from the user s blog and transferred to another registrar Blogs previously were able to be linked with any domain subdomain from any registrar however following the introduction of the Tumblr Domains service now requires you to purchase a domain directly from Tumblr to be used with a blog Users who kept their blogs connected to a domain after the introduction got to keep their custom domain as long as they don t disconnect it from Tumblr or let the domain expire 32 33 Tags The tagging system on the website operates on a hybrid tagging system involving both self tagging user write their own tags on their posts and an auto manual function the website will recommend popular tags and ones that the user has used before Only the first 20 tags added to any post will be indexed by the site The tags are prefaced by a hashtag and separated by commas and spaces and special characters are allowed but only up to 140 characters total per tag 34 There are two main types used by Tumblr users descriptive tagging and opinion or commentary tagging Descriptive tags are usually introduced by the original poster and describe what is in the post i e art sky These are important for the original poster to use so their post will be indexed and searchable by others wishing to view that subject of content Tags used as a form of communication are unique to Tumblr and are typically more personal expressing opinions reactions meta commentary background information and more Instead of adding onto the reblogged post with their comments becoming an addition to each subsequent reblog from them a user may add their comments in the tags not changing the content or appearance of the original post in any way Not all users choose to use tags this way but those who do use tags for commentary prefer it over adding a comment on the actual post 34 35 Mobile With Tumblr s 2009 acquisition of Tumblerette an iOS application created by Jeff Rock and Garrett Ross the service launched its official iPhone app 36 37 The site became available to BlackBerry smartphones on April 17 2010 via a Mobelux application in BlackBerry World In June 2012 Tumblr released a new version of its iOS app Tumblr 3 0 allowing support for Spotify integration hi res images and offline access 38 An app for Android is also available 39 A Windows Phone app was released on April 23 2013 40 An app for Google Glass was released on May 16 2013 41 Inbox and messaging Tumblr blogs have the option to allow users to submit questions either as themselves or anonymously to the blog for a response Tumblr also previously offered a fan mail function allowing users to send messages to blogs that they followed 42 43 On November 10 2015 Tumblr introduced an integrated instant messaging function allowing users to chat with other Tumblr users The feature was rolled out in a viral manner it was initially made available to a group of 1 500 users and other users could receive access to the messaging system if they were sent a message by any user that had received access to the system itself The messaging platform replaces the fan mail system which was deprecated 44 The ability to send posts to others via the Dashboard was added the following month 45 Discontinued features In May 2012 Tumblr launched Storyboard a blog managed by an in house editorial team which features stories and videos about noteworthy blogs and users on Tumblr 46 In April 2013 Storyboard was shut down 47 In March 2018 Tumblr began to syndicate original video content from Verizon owned video network go90 as part of an ongoing integration of Oath properties and reported plans to wind down go90 in favor of using Oath properties to distribute its content instead This made the respective content available internationally since go90 is a U S only service Go90 shut down at the end of the following July 48 49 In November 2019 Tumblr introduced group chats ephemeral chat rooms surfaced via searches designed to allow users to share content in real time with users who share their interests Posts would disappear after 24 hours and could not be edited 50 The group chat function was discontinued on September 22 2021 51 52 On July 21 2021 Tumblr launched Post for some beta users allowing bloggers to monetize their content 53 54 Post was removed in January 2024 due to low usage 55 At the end of 2022 Tumblr announced a livestreaming service called Tumblr Live 56 Tumblr Live was an adapted version of The Meet Group s product Livebox 57 In 2024 Tumblr announced that they would be discontinuing Tumblr Live as of January 24 with options for users to migrate to MeetMe 58 UsageThis section may lend undue weight to certain ideas incidents or controversies Please help improve it by rewriting it in a balanced fashion that contextualizes different points of view February 2017 Learn how and when to remove this template message nbsp A Tumblr blog post shown on an information screen in a Dutch train station 2019 Tumblr has been noted for the socially progressive views of its users 59 60 In 2011 the service was most popular with the teen and college aged user segments with half of Tumblr s visitor base being under the age of 25 61 In April 2013 the website received more than 13 billion global page views 62 User activity measured by the number of blog posts per quarter peaked at over 100 million in early 2014 and declined in each of the next three years to approximately 30 million by October 2018 63 As of May 2019 update Tumblr hosted over 465 million blogs and more than 172 billion posts in total 64 with over 21 million posts created on the site each day 1 LGBTQ content and community Multiple researchers looking into Tumblr have found that the website is often used as for community building and a place to explore identity formation and gender expression for LGBT groups 65 Prior to the 2018 adult content ban transgender users posted their personal gender transitioning experiences including photos of post gender confirming surgery and the healing process Many users felt that the ability to be anonymous or cultivate the identity they were transitioning to made posting personal information to the website acceptable and safe 66 Adult content At the time of its acquisition by Yahoo Tumblr was described by technology journalists as having a sizable amount of pornographic content 67 68 An analysis conducted by news and technology site TechCrunch on May 20 2013 showed that over 22 of all traffic in and out of Tumblr was classified as pornography In addition a reported 16 45 of blogs on Tumblr exclusively contained pornographic material 69 Following July 2013 and its acquisition by Yahoo Tumblr progressively restricted adult content on the site In July 2013 Tumblr began to filter content in adult tagged blogs from appearing in search results and tagged displays unless the user was logged in In February 2018 Safe Mode which filters sensitive content and blogs became enabled by default for all users on an opt out basis 70 On December 3 2018 Tumblr announced that effective December 17 all images and videos depicting sex acts and real life images and videos depicting human genitalia or female presenting nipples would be banned from the service Exceptions are provided for illustrations or art that depict nudity nudity related to political or newsworthy speech and depictions of female presenting nipples in relation to medical events such as childbirth breastfeeding mastectomy and gender reassignment surgery The rules do not apply to text content All posts in violation of the policy are hidden from public view and repeat offenders may be reprimanded 71 72 Shortly prior to the announcement Tumblr s Android app was patched to remove the ability to disable Safe Mode 73 The change faced wide criticism among Tumblr s community in particular it has been argued that the service should have focused on other major issues such as controlling hate speech or the number of porn related spambots on the service and that the service s adult community provided a platform for sex education independent adult performers especially those representing LGBT communities who feel that they are under represented by a heteronormative mainstream industry seeking an outlet for their work and those seeking a safe haven from over policed platforms to share creative work with adult themes 74 75 76 Tumblr stated that it was using various algorithms to detect potential violations in combination with manual reviews 73 Users quickly discovered a wide array of false positives 77 78 79 A large number of users scheduled protest actions on December 17 80 On the day the ban took effect Tumblr issued a new post clarifying the new policy showcasing examples of adult images still allowed on the service and stating that it fully recognized its special obligation to serving its LGBT userbase and that LGBTQ conversations exploration of sexuality and gender efforts to document the lives and challenges of those in the sex worker industry and posts with pictures videos and GIFs of gender reassignment surgery are all examples of content that is not only permitted on Tumblr but actively encouraged 81 Wired cited multiple potential factors in the ban including that the presence of adult content made the service unappealing to potential advertisers the Stop Enabling Sex Traffickers Act a U S federal law which makes websites liable for knowingly assisting or facilitating illegal sex trafficking as well as heavy restrictions on adult content imposed by Apple for software offered on the iOS App Store which similarly prompted several Reddit clients to heavily frustrate the ability for users to access forums on the site that contain adult content 73 In January 2022 Tumblr reached a settlement with New York City s Commission on Human Rights which had claimed that the 2018 ban on adult content disproportionately affected LGBTQ users The agreement required the company to review its algorithms revise its appeals process and review closed cases and train its human moderators on diversity and inclusion issues 82 In November 2022 Tumblr changed its rules to allow nudity but not sexually explicit images 83 Corporate affairs nbsp Tumblr s headquarters were located in the 770 Broadway building in New York City Tumblr s headquarters were at 770 Broadway in New York City 84 85 The company also maintains a support office in Richmond Virginia 86 As of June 1 2017 update Tumblr had 411 employees 1 Tumblr and Automattic now has a mostly distributed workforce with a small office in San Francisco 87 88 The company s logo is set in Bookman Old Style with some modifications 89 Funding As of 2011 update Tumblr had received about 125 million of funding from investors 90 The company has raised funding from Union Square Ventures Spark Capital Martin Varsavsky John Borthwick Betaworks Fred Seibert Krum Capital and Sequoia Capital among other investors 91 92 93 In its first round of funding in October 2007 Tumblr raised 750 000 from Spark Capital and Union Square Ventures 94 In December 2008 the company raised 4 5 million in Series B funding 95 and a further 5 million in April 2010 96 In December 2010 Tumblr raised 30 million in Series D funding 97 The company had an 800 million valuation in August 2011 98 In September 2011 the company raised 85 million in a round of funding led by Greylock Partners and Insight Venture Partners 99 Revenue sources 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 100 Tumblr made 13 million in revenue in 2012 and hoped to make 100 million in 2013 Tumblr reportedly spent 25 million to fund operations in 2012 90 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 101 Tumblr also allows premium theme templates to be sold for use by blogs 102 In July 2016 advertisements were implemented by default across all blogs Users may opt out and the service stated that a revenue sharing program would be implemented at a later date 103 In February 2022 Tumblr launched an ad free subscription option that removes the marketing from microblogs for 5 per month or 40 per year 104 During an AMA on 11 July 2023 the CEO said that Tumblr was financially in the red losing 30 million a year 105 106 CriticismCopyright issues Tumblr has received criticism for copyright violations by participating bloggers 107 however Tumblr accepts Digital Millennium Copyright Act DMCA take down notices 108 Tumblr s visual appeal has made it ideal for photoblogs that often include copyrighted works from others that are re published without payment 109 Tumblr users can post unoriginal content by Reblogging a feature on Tumblr that allows users to re post content taken from another blog onto their own blog with attribution 107 110 Security Tumblr has been forced to manage spam and security problems For example a chain letter scam in May 2011 affected 130 000 users 111 On December 3 2012 Tumblr was attacked by a cross site scripting worm deployed by the internet troll group Gay Nigger Association of America The message urged users to harm themselves and criticized blogging in general 112 User interface changes In 2015 Tumblr faced criticism by users for changes to its reblog mechanisms In July 2015 the system was modified so that users cannot remove or edit individual comments by other users when reblogging a post existing comments can only be removed all at once Tumblr staff argued that the change was intended to combat misattribution though this move was met by criticism from ask blogs and RP blogs which often shortened long chains of reblogs between users to improve readability In September 2015 Tumblr changed how threads of comments on reblogged posts are displayed rather than a nested view with indentations for each post all reblogs are now shown in a flat view and user avatars were also added The change was intended to improve the legibility of reblogs especially on mobile platforms and complements the inability to edit existing comments Although some users had requested such a change to combat posts made illegible by extremely large numbers of comments on a reblogged post the majority of users even those who had requested such a change criticized the new format The Verge was also critical of the changes noting that it was cleaner but made the site lose its nostalgic charm 113 114 Userbase behaviour While Tumblr s userbase has generally been received as accommodating people from a wide range of ideologies and identities a common point of criticism is that attitudes from users on the site stifle discussion and discourse In 2015 members of the Steven Universe fandom drove an artist to the point of attempting suicide over their artwork in which they drew characters thin that are typically seen as being fat in the show 115 In 2018 Kotaku reporter Gita Jackson described the site as a joyless black hole citing how the website s design and functionality led to fandoms spinning out of control as well as an environment which inhibited discussion and discourse 116 Promotion of self harm and suicide In February 2012 Tumblr banned blogs that promote or advocate suicide self harm and eating disorders pro ana 117 The suicide of a British teenager Tallulah Wilson raised the issue of suicide and self harm promotion on Tumblr as Wilson was reported to have maintained a self harm blog on the site A user on the site is reported to have sent Wilson an image of a noose accompanied by the message here is your new necklace try it on In response to the Wilson case Maria Miller the UK s minister for culture media and sport said that social media sites like Tumblr need to remove toxic self harm content 118 119 Searching terms like depression anxiety and suicide on Tumblr now brings up a PSA page directing the user to resources like the National Suicide Prevention Lifeline The Trevor Project the National Eating Disorders Association and RAINN as well as an option to continue to the search results 120 There are concerns of some Tumblr posts glorifying suicide and depression among young people 121 Politics In February 2018 BuzzFeed published a report claiming that Tumblr was utilized as a distribution channel for Russian agents to influence American voting habits during the 2016 presidential election 122 Despite policies forbidding hate speech Tumblr has been noted for hosting content from Neo Nazis and white supremacists 123 In May 2020 Tumblr announced that it will remove reblogs of terminated hate speech posts specifically Nazi and white supremacist content 124 Censorship Several countries have blocked access to Tumblr because of pornography religious extremism or LGBT content These countries include China 125 Indonesia Kazakhstan 126 and Iran 127 In February 2016 the Indonesian government temporarily blocked access to Tumblr within the country because the site hosted pages that carried pornography The government shortly reversed its decision to block the site and said it had asked Tumblr to self censor its pornographic content 128 Adult content ban In November 2018 Tumblr s iOS app was removed by Apple from its App Store after illegal child pornography was found on the service Tumblr stated that all images uploaded to the service are scanned against an industry database but that a routine audit had revealed images that had not yet been added to the database 129 In the wake of the incident a number of Tumblr blogs particularly those dealing primarily in adult tagged artwork such as erotica as well as art study and anatomy resources were also deleted with affected users taking to other platforms such as Twitter to warn others and complain about the deletions as well as encourage users to back up their blog s contents 130 131 Tumblr subsequently removed the ability to disable Safe Mode from its Android app 73 and announced a wider ban on explicit images of sex acts and nudity on the platform with certain limited exceptions 71 Tumblr deployed an automatic content recognition system which resulted in many non pornographic images being removed from the platform 132 In December 2018 about a month after it was initially banned Tumblr s iOS app was restored to the app store 133 The site was known for its popularity with adult content that attracted women and catered for other under served audiences 134 Notable mattersOn October 21 2011 then U S President Barack Obama created a Tumblr account 135 In late 2015 a user on the website went viral after allegedly having collected human bones at a graveyard sparking a controversy known as Boneghazi a portmanteau of bone Benghazi The user from New Orleans Louisiana had offered to share the human bones reportedly procured from Holt Cemetery by making a post in a Facebook group known as the Queer Witch Collective The Facebook post was later re posted to Tumblr by another user and the account from Facebook was traced to a profile on Tumblr due to the profile pictures matching 136 In January 2016 the user s home was searched by law enforcement where they found 11 bones and four teeth 137 138 139 See alsoComparison of microblogging and similar services Comparison of free blog hosting services List of social networking servicesReferences a b c d Press Information Tumblr Archived from the original on May 8 2012 Retrieved May 6 2019 a b Alexander Julia August 12 2019 Verizon is selling Tumblr to WordPress 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Revenue For 2012 And How It Will Make A Profit in 2013 Business Insider Archived from the original on March 7 2013 Retrieved March 21 2013 Best Young Tech Entrepreneurs 2009 Archived from the original on May 1 2013 Retrieved June 25 2009 Anthony Ha VentureBeat Blog startup Tumblr goes bi coastal with Sequoia Investment Archived April 27 2017 at the Wayback Machine November 12 2010 Dans Enrique May 19 2013 David Karp y Tumblr el momento de la verdad Archived from the original on May 8 2016 Retrieved September 19 2015 Marshall Matt October 22 2007 Roundup Brightroll Tumblr Collective Veeker MobileEye all raise cash VentureBeat Archived from the original on September 17 2013 Retrieved May 20 2013 Kafka Peter December 11 2008 Who Said Web 2 0 Was R I P Microblog Tumblr Raises 4 5 Million Expectations All Things Digital Dow Jones amp Company Archived from the original on July 31 2013 Retrieved May 20 2013 Kafka Peter April 20 2010 Tumblr Raises Another 5 Million From Spark and Union Square 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from the original on December 3 2013 Retrieved March 28 2013 Tumblr A New Way of Blogging Archived from the original on May 9 2013 Retrieved March 21 2013 Leyden John May 17 2011 Tumblr bloggrs ensnared in chain spam scam The Register Archived from the original on June 17 2013 Retrieved May 19 2013 Massive worm hits Tumblr spams big blogs like USA today CNET December 3 2012 Archived from the original on March 30 2013 Retrieved March 30 2013 Tumblr users are not happy about the site s new redesign The Daily Dot September 2 2015 Archived from the original on June 8 2016 Retrieved September 7 2015 Tumblr reblogs just got a lot cleaner and a little less charming The Verge September 4 2015 Archived from the original on September 7 2015 Retrieved September 7 2015 Nguyen Clinton November 6 2015 An Attempted Suicide Forced a Tumblr Community to Open Its Eyes About Bullying Vice Archived from the original on February 22 2020 Retrieved February 29 2020 In 2018 Tumblr Is A Joyless Black Hole Kotaku July 2 2018 Archived from the original on January 13 2020 Retrieved February 29 2020 A New Policy Against Self Harm Blogs Tumblr Staff Blog February 23 2012 Archived from the original on February 1 2014 Retrieved January 27 2014 Maria Miller Time for a crackdown on social media poison The Telegraph January 27 2014 Archived from the original on January 27 2014 Retrieved January 27 2014 Hern Alex January 27 2014 Social networks to face government grilling over suicide content The Guardian Archived from the original on February 3 2014 Retrieved January 27 2014 Kliegman Julie April 24 2017 The New Era of Suicide Prevention The Ringer Archived from the original on January 21 2021 Retrieved January 15 2021 Becker Mayer Nagenborg El Faddagh amp Schmidt 2004 Duggan Heath Lewis amp Baxter 2012 Lewis Heath St Denis amp Noble 2011 Mitchell amp Ybarra 2007 Whitlock Powers amp Eckenrode 2006 Silverman Craig February 6 2018 Russian Trolls Ran Rampant On Tumblr And The Company Refuses To Say Anything About It BuzzFeed Archived from the original on March 7 2018 Retrieved March 12 2018 Tumblr s nudity ban removes one of the last major refuges for pornography on social media Washington Post December 3 2018 Archived from the original on March 26 2019 Retrieved March 26 2019 Tumblr will now remove all reblogs of posts that violate its hate speech policy The Verge May 4 2020 Archived from the original on November 2 2020 Retrieved March 18 2021 Tech in Asia Connecting Asia s startup ecosystem Archived from the original on January 26 2018 Retrieved January 26 2018 Kazakhstan Astana blocks Tumblr for promoting terrorism porn April 12 2016 Archived from the original on April 13 2016 Retrieved January 26 2018 Current State of Internet Censorship in Iran Research ViewDNS info Archived from the original on January 26 2018 Retrieved January 26 2018 Ho Victoria February 18 2016 Indonesia reverses Tumblr ban for now Mashable Archived from the original on March 2 2016 Retrieved February 29 2016 Tumblr was removed from Apple s App Store over child pornography issues The Verge Archived from the original on December 6 2018 Retrieved November 20 2018 Tumblr s Child Porn Crackdown Ensnares Legit Blogs in Purge PC Magazine Archived from the original on November 21 2018 Retrieved November 21 2018 NSFW artists speak out as their accounts are suddenly purged on Tumblr The Daily Dot November 20 2018 Archived from the original on November 20 2018 Retrieved November 21 2018 Krishna Rachael December 4 2018 Tumblr Launched An Algorithm To Flag Porn And So Far It s Just Caused Chaos BuzzFeed News Archived from the original on October 19 2020 Retrieved October 19 2020 Miller Chance December 13 2018 Tumblr for iOS returns to App Store after child pornography discovery new ban on adult content 9to5Mac Archived from the original on January 12 2022 Retrieved February 25 2022 Chase Elle January 28 2019 If You Loved Tumblr Here Are 13 Other Places You Can Go to Explore Your Sexuality Cosmopolitan Archived from the original on April 13 2021 Retrieved September 17 2021 Bilton Nick October 24 2011 Obama Campaign Experiments With Tumblr for 12 The New York Times Archived from the original on October 27 2011 Retrieved October 28 2011 Feldman Brian December 18 2015 Tumblr Users Are Either Outraged or Amused by an Alleged Grave Robber Intelligencer Archived from the original on August 2 2022 Retrieved August 11 2022 Hathaway Jay March 31 2016 The Internet s favorite grave robbing witch was busted with a bowl full of bones The Daily Dot Archived from the original on August 2 2022 Retrieved August 11 2022 An Actual Witch Stole Human Bones From A Graveyard And Sparked An Online Witch War www vice com October 31 2016 Archived from the original on August 17 2022 Retrieved August 11 2022 Song Sandra March 30 2016 Cops Raided The Home Of The Tumblr Witch Who Spurred Boneghazi Paper Magazine Archived from the original on April 2 2016 Retrieved August 11 2022 External links nbsp Wikimedia Commons has media related to Tumblr Official website Portals nbsp Internet nbsp Companies nbsp New York City Retrieved from https en wikipedia org w index php title Tumblr amp oldid 1219114563, wikipedia, wiki, book, books, library,

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