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On the same day that Elon Musk struck a deal to buy Twitter, Tumblr saw a 19% increase in new user signups relative to average daily user signups, a Tumblr spokesperson told Marketing Brew after its CEO Matt Mullenweg tweeted about the bump.
But one could argue Tumblr has been making its return to the zeitgeist for months now. Vogue proclaimed the “2014 Tumblr Girl Is Back” in January. Advertisers seem to be taking more interest in the platform: Direct ad sales rose 230% year over year in Q4 of last year, although Tumblr didn’t share exact figures, according to Adweek.
And at men’s grooming company Manscaped, marketers told us they’ve been bullish on Tumblr for months now, executing both a paid and organic strategy on the platform.
Tumblin’ into Tumblr
Tyler Wentworth, Manscaped’s director of social media, told us via email that Gen Z is a “core segment of [the brand’s] most avid fans and followers,” adding that they’re a significant and growing demographic within the brand’s customer base.
Roughly half of Tumblr’s users are Gen Z—last year, the company told the Wall Street Journal that more than 48% of its users fall within that demo. Tumblr didn’t share user figures with Marketing Brew, but Similarweb says its site gets around 300 million visitors per month.
“We first tested Tumblr in late 2020, but at that time they were still building out their ad capabilities and we didn’t see strong enough performance to continue testing,” Jenny Broekemeier, senior manager of paid social at Manscaped
