Tumblr is a social networking and microblogging platform where users add multimedia and other content to a short-form blog. Since its start in 2007, Tumblr has grown to more than 100 million blogs.
It is free to setup a blog on Tumblr and advertisers can pay to have banner ads placed on the site.
The Tumblr platform is very image friendly making it ideal for photoblogs. Graphics and images are given much of the layout space, with text going under the image. This format is useful for businesses and can be used to showcase products. Tumblr also remains popular with youth and celebrities. Bands, actors, and even President Obama, have sites on Tumblr. Tumblr blogs also have a high visitor retention rate (85% compared to Twitter’s 40%).
Unlike other platforms that attempt to reduce, if not eliminate, adult content, Tumblr hosts a large number of adult-related blogs. Tumblr’s pricing for banners is also significantly higher than the ad prices on other platforms. Tumblr is also a very youth-focused platform, with more than half of the visitor base being 25 years old or younger.