lessons learned from tumblr
DESCRIPTION
How come Tumblr has been able to survive to Facebook and its cannibal attitude? Using traditional business analytics, there is no evident answer. Maybe some other tools, like studying behavioural trends among youngsters may help in solving the riddle. (audio - in italian - can be found here) https://www.youtube.com/watch?v=QhAlF4jmnGITRANSCRIPT
Online Video, the Road to a“Lean Back” UX on the Sofa Screen
FO
FOKUS Fraunhofer Media Web Symposium
Berlin – May 9th, 2014
lessons learned from Antonio Pavolini
Business Analyst, Digital Media
www.conversational.it
from microbloggingto instinct and raw emotions.
no conversation,no confrontation,no conflict.
two basic interaction forms:1. love2. reblog
numb3rs
factshttp://comscore.com (jan 2014)
the Marissa affairYahoo (May 2013)
growth?kiddin’
me?
http://comscore.com (jan 2014)
selfproclaimed
revs
Source: tumblr.com, business insider 2014
here’s what people like to share
recap:
• Average daily signups: 120.000 (June 2013)• Number of Tumblr Blogs: 168.9 mio (Jan 2014)• Number of Tumblr Posts: 75 bio (Jan 2014)• Per day: 113.6 (Jan 2014)• Monthly Tumblr Visitors: around 200 mio (Jul 2013)• Monthly Page Views: 5.187 bio (Jul 2013) • Pct. of aged 13-19 who prefer Tumblr to other
social platforms in the U.S: 61% (Oct. 2013)• Mobile app engagement growth 2012-2013: +251%
sources: cnn.com, tumblr.com, quantcast.com, forbes.com, mediabistro.com
why?
a few possible clues
ideal UX for tablet/second screen
Free API + Open Format = Open UX
tRlbum(android)
tumblrON (iOS)
keep it clean, keep it simple?
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keep it clean, keep it simple
free form, no boundaries
educating users to freedom: themesSpecial thanks to Mafe De Baggis for inspiring this slide
sharing as the real leverage
conveying your personality
cross-format proposition: «if you like the pics I reblog,
you’ll probably love the music I reblog»
whiskie.net
quotes imply that you cannot always be the aphorism genius
Not Suitable For Kids? Kiddin’ me?it’s a new no man’s land
Where’s the Beef? Ask Adidas
1. Look for ideal balancement between user freedom and cleanness
2. Keep an eye on youngsters3. Less emphasis on technology and
algorithms4. Explore the no man’s land5. Find new value in interstices6. Fruition and engagement are not
the only content mantras7. Low-Res retains its special flair8. Cross-screen, cross-form wins9. People may be re-fluxing in a less
rationally engaging, but more emotionally involving user experience
10.People may want to «make sense» to other people, known and unknown
Thank you.
Antonio PavoliniBusiness Analyst, Digital Media
www.conversational.itTwitter: @antoniocontent
Email: [email protected]