Tumblr said 420 Blaze it (but literally) – TechCrunch

Tumblr said 420 Blaze it (but literally) – TechCrunch

Yesterday, Tumblr launched Tumblr Blaze for all users 18+ in the United States. The feature allows users to promote your content in the same way you can boost a tweet or Facebook post on those respective platforms – you pay a set fee of between $10 and $150 and you get around 2,500 to 50,000 impressions on your website. post.

But when you launch a feature called Blaze literally the day before 4/20, you have to make a 4/20 joke. Just today, Tumblr is letting users try its newest attempt at monetizing the so-called “hellsite”, offering Blaze pricing at $4.20 (good), $54.20 (not so funny, clearly a rip-off). of money) and $420.00 (who would do that).

Tumblr Blaze pricing

Image credits: Tumblr

According to Tumblr, over 48% of its users are Gen Z, and if you want to cater to a young audience, you have to know what they find funny. The company just pulled off a successful April Fools prank powered by crustaceans, but Tumblr didn’t want to give up while it was ahead. Does Gen Z think 4/20 jokes are funny? I don’t know, I’m a millennial.

420 jokes aside, Tumblr Blaze can actually earn the social network some money. Ironically, you can’t post something with Post+, Tumblr’s controversial paid subscription product. But you can ironically Blaze (laughs) a post. So far, it seems like most Tumblrites are just using the feature to post shit, like this person who spent real dollars to get people to see the opening paragraphs of the seminal work of fan fiction “My Immortal.” But a payment is a payment, so who cares?

A screenshot of a sponsored post on Tumblr Blaze

Image credits: Tumblr, screenshot taken by TechCrunch

Just last year, Tumblr tried to cash in on ad-free paid browsing (sponsored posts don’t appear for these users), a subscription product, and a tip jar, marking some of the first paid features on the longtime blogging site. And despite nostalgic looks at Tumblr from outlets like The New Yorker and The Atlantic, the platform has failed to significantly grow its user base since its fateful ban on pornography in late 2018.

According to analytics firm Similarweb, Tumblr has not experienced a significant increase in monthly visits worldwide on mobile and desktop since last summer. In that period, the highest number of monthly visits was around 327 million in July 2021, while the lowest number of monthly visits was 270 million in February 2022. In July 2018, before pornography was banned, Tumblr had nearly 600,000 visits in one month.

On the mobile app, Tumblr hasn’t seen a spike in downloads either. App analytics firm SensorTower told TechCrunch that Tumblr mobile app adoption is also trending down year-over-year. In 2021, the app had 8.8 million installs, down 25% from 11.8 million in 2020.

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