Tumblr has at last provided the analytics dashboard brands have long been asking for. Until now, the only way to measure the success of a post on Tumblr was to count how many times the post had been reblogged. There was no information on how many times the post had been seen or reblogged from other blogs.
Union Metrics, Tumblr’s preferred analytics provider, now allows users to filter and track any blog or topic, summarize overall engagement and trends, and show what content is the most popular. This information is invaluable to marketers, as they can finally analyse the reach of their company’s blog and make suitable adjustments.
Tumblr currently hosts 75 million blogs, and there are 70 million new posts every day. Many big brands, such as Adidas and Coca-Cola, have already made successful use of the Tumblr platform, and it has long been associated with fashion brands and high profile fashion bloggers. This new marketing tool is likely to increase the number of brands integrating Tumblr into their current social media strategy.