staff:
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.
- Expand the ways new users can discover and sign up for Tumblr.
- Provide high-quality content with every app launch.
- Facilitate easier user participation in conversations.
- Retain and grow our creator base.
- Create patterns that encourage users to keep returning to Tumblr.
- Improve the platform’s performance, stability, and quality.
Below is a deep dive into each of these principles.
Keep reading
There are so many truly awful ideas here and I just do not have the energy to go into it all..
I will just say that viewing Tumblr as a “product” that “delivers content” tells me y’all don’t understand Tumblr users/communities at all. You’re a company and capitalism demands you to never stop “growing”.. to always strive for that elusive “profit”. It seems that the inevitable outcome and downfall of every internet platform in search of “profit” is to sterilize the unique environment that people love, and discourage genuine interaction over “make us content”.
Tumblr is a BLOG site. People come here to create unique, individual blogs to curate for THEMSELVES. We reblog stuff for OUR OWN BLOGS. If others see our blog and want to follow, great! If not- fuck ‘em! It’s OUR personalized space. We have fun inside jokes and a weird sense of comradery bc of the unique individualized spaces we have here.
Y’all want Tumblr to be the same boring, single timeline algorithm crap that every other site is these days bc you think it’ll eventually make you money..
There is no profit to be made here. The internet is inherently hostile to perpetual-growth capitalism. People are flocking here to get away from the exact decisions y’all are thinking of making. Let people LEARN how to use things. Not everything needs to be super simplified and spoon-fed to us! In fact, humans actually ENJOY learning and being challenged. WILD, I KNOW!
Tumblr, for me, feels like one of the last remaining strands of the old web.. How unique and interesting it was before the monopolies and advertisers took over and homogenized everything..
I know the overlords at Tumblr hq demand to see those dollar signs at all costs so this is mostly just a mourning cry.. I’ll miss Tumblr. It was the only place I didn’t hate visiting on the net nowadays.
It’ll be interesting to see what comes after the fall of the internet empires.. Hopefully a return to fun, quirky stuff that doesn’t demand 100% of your attention at all times at the cost of your mental health made by people who just enjoy making fun stuff..
Not “content”. Just stuff. Not to create a “product”.. just to create.