Oh-ho-ho-ooooh. Everybody was kung-fu tweeting, those statuses were fast as lightning. In fact it was a little bit frightning. It was Social Media Week in New York a while back. This is where for one week you can tell exactly who to avoid in the city because they introduce themselves as “ninjas”, “gurus” or “disrupters”.
At Ogilvy, David Karp, founder and CEO of Tumblr, came in for a chat one morning. He did not introduce himself as any sort of social magical hero, in fact, quite the opposite. I’ve been working on Tumblr stuff here (probably why I haven’t been logging into my own accounts as much, tumbleweeds rolling through all twenty plus Tumblrs), which meant it was pretty awesome to hear from the man himself how it all started.
I hear a lot of people talking these days about the key to cracking Tumblr gold. What can they do to maximise their hits, likes, reblogs, shares. From my experience in a large company working for large companies Tumblr is incredible.
Never one to underestimate the fun of a microsite, creating a blog can be an awesome way to take a lift up the corporate ladder, rather than getting caught on every rung for approvals.
A blog has it’s limitations, which you have to explain isn’t a con because it’s a platform you are working with.
Someone asked David what the key to a successful Tumblr was, no messing around here. As the guys who get to see all of this first hand, he said that it was unique content. In the end of the day Tumblr was created for creators. You can hop on to this of course – however smart, unique, funny content will win over boring repetitive shit (not his words! FYI, before I get in trouble).
I’m interested to see where advertising will go on Tumblr. If you haven’t noticed it – which I didn’t really before hopping on this side of the fence – they’re dipping their toes with Radar and Spotlight. More than an individual can afford ($25k+). As someone who refreshes the dashboard a bazillion times a day I don’t see much advertising TBH, I’ve seen an animated pec GIF for the Bachelor and recently Old Spice’s new doggy, but besides that it’s curated content from Tumblr’s pals.
And this is fantastic. I get a feeling of dread when I type YouTube.com into the browser bar now. It saddens me that these pre-rolls are keeping the “I hate advertising” message on top of people’s minds.
I heard Cindy Gallop (found of BBH) speak the other week and she said that if you asked someone on the street what they thought of advertising they would answer immediately that they hate it. But, if you asked someone what their favourite ad was they’d think fondly about that ‘84 Apple commercial, inspirational Nike or those quirky Oreo social messages.
What’s nice about social is that it comes from all of us. We tweet because we want to say something, we make a Tumblr because we want to share something. And publishing something for the delight of publishing is exactly what I’m going to do now.