Tumblr has teamed up with Social analytics firm DataSift to provide users with information about consumer engagement and sentiment. Their intent is to assist brands in knowing who their audience is and what that audience wants. At least that’s how the story is positioned right now. Most internet buzz speculates that this is a move by Yahoo to bring advertising options to the currently independent, “blogging gone rogue” platform.
As of Monday, DataSift subscribers gained access to both historic and real-time data about what consumers liked to post about their brands amongst Tumblr’s nearly 5.5 billion monthly global interactions.
The speculation about Tumblr making moves to incorporate an advertising program stems from DataSift’s current deals with Facebook and Twitter, as well as its work with Amazon Reviews and YouTube videos.
The added consumer insight from DataSift could help Tumblr attract advertisers that want to post more targeted and effective ads, said Gordon Owens, Digital Marketing Consultant at GO Digital WSI.
“From a site management perspective, the more information you can get, the better,” he told The E-Commerce Times. “It helps you fill in questions about who your audience is, and marketers want to be able to market things to people who are interested in them.”
That newly generated revenue stream would be a boost for Yahoo, which acquired Tumblr in a $1.1 billion deal earlier this year. Many think that this move comes from pressure on Tumblr to be a big revenue generator for the still stabilizing Yahoo corporation.
DataSift said that the addition of Tumblr to its database means even more valuable information for brands. After two weeks of monitoring Tumblr, it was able to gain valuable insight into the kinds of posts likely to get the most attention on the site. For instance, posts with visuals were more likely to be reblogged. Also, consumers were more engaged with official brand Tumblr blogs that reposted content from other brands or individuals rather than simply running their own.
So, for brands, this is a no-brainer. Our ability to track more-and-more specific metrics around audience activity happening on Social channels gives us the opportunity to create the content wanted by fans in real time.
The only question is, will this next move into omnipresent ads alienate the audience of Tumblrers who fled Facebook for the same reason?
Yes, it will. That is why smart marketers know you have to put your focus into understanding your target audience, and creating compelling content that will drive that audience to action. Understanding those core branding components (much like ads) are also omnipresent in that they can live on any channel and (thanks to the digital age) they will live forever. I don’t think any Social Media channel can claim they will live forever … just ask MySpace.