Examining 100 major brands between July 5th and August 4th, Simply Measured found that 42 percent of brands with Tumblr accounts had used the blogging platform roughly three times per week.
Still, the Yahoo-owned platform trails well behind Twitter and Facebook, which respectively claim lion shares of omni-channel brand activity at 97 and 98 percent. In the middle-tier are Google and Pinterest, which boast of usage percentages in the mid-70s.
Nonetheless, brands are mixing Tumblr in amongst other social media channels when promoting products. The trend accounts for a newfound diversification amongst brands, which had traditionally focused on one or two promotional networks.
Images comprise 95 percent of all Tumblr posts, which can be liked, reblogged and commented on by interested users. Such activity yields lengthier residuals than those of competing platforms, with 33 percent of reblogs occurring over a month after an initial post.