From humble beginnings, Tumblr has taken an internet trend and created a multi-million dollar business. Springing forth from the blogging term “tumblelog,” or short-form blog posting, Tumblr has successfully captured the attention of the blogging community and has helped to give credibility the microblogging movement. Launching a year after Twitter, Tumblr reached out to a specific niche of individuals who were drawn to the simplistic design that allowed for artistic creativity to flourish.
Reaching Millennial Readers
Soon, companies began to flock to it as a way to simplistically bring various forms of expression together in a friendly user interface. Large companies use Tumblr as their channel for sharing and disseminating company culture and tease its subscribers into viewing content. Fashion brands, as a visual medium, thrive on Tumblr. Constantly unveiling and sharing those who tout their wares.
But shockingly, the largest group of companies who use Tumblr as an outlet are publishing and broadcasting media companies. Groups such as Rolling Stone, LA Times, and Life use Tumblr as a way to express and reach out to the rising generation. With simple snapshots of stories and headlines, they draw users back into their sites.
A genius way to reach out to their consumers and potential markets, Tumblr is a tool of the future. However, with great aesthetics, the ability to analyze and understand who is looking at your site falls short. Tumblr has been a proponent of using Google Analytics to record and understand who is reaching into your archives and pulling information. A great tool in its own right, Google Analytics can be very granular and provide wonderful data for tracking user experience and fall off throughout a site.
Google Analytics: Not the Best Fit
Where Google Analytics falls short however, is in identification of frequent contributors, rebloggers and trending topics on Tumblr. Several third parties other than Google have attempted to provide analytics for Tumblr with little word from Tumblr regarding who they would publically support – until now. Tumblr’s analytics partner Union Metrics has emerged as their analytics provider to Tumblr users.
Union Metrics’ analytics are customized more readily to Tumblr. The platform that is used appears solid. But it does not come without a whopping $500 per month asking price. Ouch. With only basic features and access to the Tumblr dashboard, my question to you is: “Is this worth it for you and your business?”