An essential guide for brands on Tumblr

Buzz about the blogging platform is reaching a fever pitch. Here’s what you need to know to establish a presence on the site.

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As Tumblr blogs such as “Texts from Hillary” and “Kim Jong Il Looking at Things” going viral and making national headlines, it’s likely that the platform’s popularity will continue to grow.

Some brands have already taken note and set up shop on Tumblr. Fashion companies, for example, have set the standard in how Tumblr should be used to support the lifestyle branding mentality. Media companies have also trickled there to share content with legions of followers.

Tumblr isn’t blogging like you’ve come to know it on platforms such as WordPress and Movable Type. While you can create text-based posts like you would find on those platforms, Tumblr skews more to the ADD set. Links, images, and video are the most popular pieces of content. You follow people as you would on Twitter, and their posts show up in your dashboard. From there, you have the option of reblogging their posts. As brand managers, your success on Tumblr will largely rely on your ability to inspire your followers to reblog your content.

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