Tumblr’s Core Product Strategy

Here at Tumblr, we’ve been working hard on reorganizing how we work in a bid to gain more users. A larger user base means a more sustainable company, and means we get to stick around and do this thing with you all a bit longer. What follows is the strategy we're using to accomplish the goal of user growth. The @labs group has published a bit already, but this is bigger. We’re publishing it publicly for the first time, in an effort to work more transparently with all of you in the Tumblr community. This strategy provides guidance amid limited resources, allowing our teams to focus on specific key areas to ensure Tumblr’s future.

The Diagnosis

In order for Tumblr to grow, we need to fix the core experience that makes Tumblr a useful place for users. The underlying problem is that Tumblr is not easy to use. Historically, we have expected users to curate their feeds and lean into curating their experience. But this expectation introduces friction to the user experience and only serves a small portion of our audience. 

Tumblr’s competitive advantage lies in its unique content and vibrant communities. As the forerunner of internet culture, Tumblr encompasses a wide range of interests, such as entertainment, art, gaming, fandom, fashion, and music. People come to Tumblr to immerse themselves in this culture, making it essential for us to ensure a seamless connection between people and content. 

To guarantee Tumblr’s continued success, we’ve got to prioritize fostering that seamless connection between people and content. This involves attracting and retaining new users and creators, nurturing their growth, and encouraging frequent engagement with the platform.

Our Guiding Principles

To enhance Tumblr’s usability, we must address these core guiding principles.

1. Expand the ways new users can discover and sign up for Tumblr.
2. Provide high-quality content with every app launch.
3. Facilitate easier user participation in conversations.
4. Retain and grow our creator base.
5. Create patterns that encourage users to keep returning to Tumblr.
6. Improve the platform’s performance, stability, and quality.

Below is a deep dive into each of these principles.

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Algorithms don’t actually help people ‘find’ anything. My stuff isn’t found because of algorithms, it’s found through tagging and searching, and deliberate sharing and curation.

Shared interests make that my art is found.

And especially as a niche, small artist, an algorithm will do nothing but a) make it that much more difficult that my work is being found by like-minded people, and b) put my work in front of those who do not care.

I can post something on tumblr and can rely on it getting in front of people who want to see it.

Even if I’ve been away for a while! I can come back when I have something to show, knowing I share that in a space (tags, followers) where it will be received by an actual, interested audience.

Relying on algorithms does not help me.

And when I’m the one looking for art, algorithms and non-chronological feeds mean I actually lose sight of artists and that I’m interested in!

You say you’re thinking about creators and enticing an audience, but this doesn’t show it. You KNOW that. You know we will hate this, the reblogs are full of it, and I’ll add mine.

Take 2 🎬 on 30. harsh whisper & TobiIzu (and their cat son 🐱) for @almostalldishes 💖🎉

CW: N/A.

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