Historically, branding specialists were more inclined to explore the potential of micro-videos on platforms like Vine or build a devoted LinkedIn following, rather than opening a Tumblr account. As Tumblr reaches its 7-year milestone, it remains a seasoned player in the social media scene. The unique, niche, and artsy touch associated with this microblogging service presents a challenge for large-scale brands in the tech industry to integrate it into their content strategy. This reluctance to embrace Tumblr may be attributed to the intricate nature of branding in the tech industry. Explore how tech companies can reshape their branding strategies by tapping into the untapped potential of Tumblr in the ever-evolving landscape of branding in the tech industry.

But that is changing.

Explore the expansive potential of Tumblr in the tech industry, offering unparalleled flexibility in content sharing. From videos, links, animated GIFs, and audio files to short posts and quotes, the platform provides an array of options, creating ample room for creativity. This diverse content landscape presents an excellent opportunity for tech brands to stand out and differentiate themselves in the dynamic world of branding in the tech industry. Discover the remarkable variety that Tumblr brings, empowering brands to craft unique narratives and engage audiences in innovative ways.

Since Tumblr’s acquisition by Yahoo in 2013, an increasing number of brands have fully embraced it as part of their social media strategy, recognizing an opportunity to build brand loyalty. The figures speak for themselves:

• Tumblr was the fastest growing social media in 2014, with an impressive 120% growth in active users (estimated at 95% for 2015), far surpassing Facebook, Twitter or Instagram
• Tumblr counts 287.6 million blogs (as of March 2016) with 131.8 billion blog posts
• The platform boasts 550 million monthly users whose average time spent on the website reaches 28 minutes

Is Tumblr an effective tool to leverage your brand platform? We look at 5 tips you can use on Tumblr to help your brand grow.

EDUCATE

Sephora

Sephora has a ubiquitous social media presence and was among the first international brands to join Tumblr back in 2012. Their Tumblr page is constructed as a magazine called The Glossy where they post a variety of content ranging from video-format tutorials, to inspirational quotes from beauty gurus, to product recommendations from top makeup artists. Sephora manages to provide useful tips while accommodating their audience’s thirst for highly visual content.

Engie

Discover how B2B companies in the tech industry harness Tumblr’s popularity among younger audiences to amplify their brand awareness. Case in point: the French multinational electric utility giant, Engie, strategically launched their Tumblr account in November 2015. Week after week, they share eye-catching illustrations, unraveling intricate concepts tied to trending energy topics like ‘Smart Grid,’ ‘Biomass,’ and ‘Power to Gas.’ Engie engages its target audience through playful and visually attractive content, educating them about sustainable environmental practices. Uncover how tech brands can effectively utilize Tumblr to connect with audiences and boost brand awareness in the competitive landscape of branding in the tech industry.

SURPRISE

IBM

IBM is not the typical firm one would expect to find on Tumblr. Still, the company often appears in the Top Branded Tumblr lists thanks to its creative use of the platform. IBM’s Tumblr celebrates the firm’s innovation culture and provides a more human side to complement their corporate image. Who said patents were boring? IBM makes them interesting for non tech-lovers, and also features motivational quotes from IBM inventors as well as a fun Science Fiction vs. Sciences Facts series that collects more than 13000 likes.

GE

Who could have imagined that General Electric would be mastering the art of GIFs? In fact GE has successfully turned steam turbines and jet engines into something cool. They take readers where the magic happens with behind-the scenes shots or short video clips showcasing some of their most “Badass machines”.

Veuve Clicquot

As the brand’s international marketing director Chloe Stefani explained in an interview with Adweek, Veuve Clicquot should not just be about champagne but should be “a brand that creates surprise”. Through its Tumblr presence, Veuve Clicquot hopes to attract the millennial segment which represents 69% of the platform’s users. Last month, the brand launched its “Let Life Surprise You” digital campaign composed of short videos and cinemographs that aim to appeal to young women with a modern interpretation of the life of Madame Clicquot, who ran the company in the 19th century when she was only 27.

TELL STORIES

Kate Spade NY
 

Kate Spade uses Tumblr to express their brand’s personality and DNA through eye-catching visuals. They do not heavily push their own products but rather try to promote a lifestyle with book recommendations, fashion inspiration and DIY ideas. Rather than falling into the self-promotion pitfall, Kate Spade uses storytelling to build a stronger connection with its customers.

IMPROVE YOUR EMPLOYER BRANDING

Tumblr can also be a powerful tool for employer branding and can facilitate recruitment and staff retention.

Mazars

“Show, don’t tell” is probably the best advice you could be given before starting your Tumblr page. The audit and consulting group Mazars brilliantly understood this when launching their “Good heavens! I am a Mazarian!” Tumblr page (only available in French) which gives a glimpse into the daily life of Mazars employees through witty GIFs and captions. This move brings a very entertaining touch to an industry usually associated with a rigid and rigorous reputation, and is very likely to attract younger professionals with a more relatable message.

Penguin Random House

Penguin Random House was looking for new talents to join their team in 2015. But instead of uploading a classic job advertisement on their website or on LinkedIn, they turned to Tumblr and created an online recruitment program called The Scheme. The UK editing house HR department realized that the best way to find creative employees was to focus on the right channels and use outside-of-the-box recruiting methods. No CV was required: applicants were asked to reply to a set of questions meant to analyze their personalities and check whether they would match the company’s culture. The final step of the process was to complete a video interview on the HireVue platform. So, are you ready to enter the world of recruitment 3.0?

INTERACT WITH FANS

Sharpie

The strategy behind Sharpie’s presence on Tumblr is simple: reward your customers and show the amazing things they do with your products. While some might say that relying on their fans’ content is lazy, it is actually an extremely efficient and subtle way to promote your brand and connect with your target audience, and a genius adaptation of User Generation Content (UGC) in an industry where no such thing existed previously.

Taco Bell

Colors, animated GIFs, topical jokes, content variety – Taco Bell seems to meet all the criteria of a successful Tumblr presence. They even go one step further and are one of the best brands on the platform when it comes to interacting with fans.  Customers can use Tumblr’s Ask feature to talk with their favorite brand, which always replies in a humorous way, as is evident from the example below:

Tumblr can definitely help you stand out from other brands in your industry. However, before tapping into the platform’s potential, it is essential to ask yourself the following questions:

• Who is your target audience? Tumblr is mostly used by 18-34 year-olds, therefore if your brand is positioned towards millennial moms (40+ year-old female adults) Tumblr may not be applicable.
• What are you trying to achieve? Don’t jump on the Tumblr bandwagon just because other competitors are doing so – you must have a clearly defined set of goals, and analyze whether using Tumblr aligns with those goals.
• What kind of content will you upload on Tumblr that will set it apart from your Facebook, Twitter or Instagram accounts? Tumblr is a unique platform with its own community, language and personality, thus it is important to create tailor-made content to capture the attention of customers.

Do this, and your brand has the potential to expand and excel.