Micro-blogging platform Tumblr is an easy way for fashion brands and retailers to find a huge audience
Launched more than four years ago in New York, micro-blogging platform Tumblr is making its way into the world of fashion and it’s not only bloggers that are getting on board but retailers and brands too.
Tumblr allows users to share text, photos and videos in a simple, interactive format. A cross between standard blogs and Twitter, Tumblr enables users to follow each other and share content through re-blogging - republishing another user’s content on your own Tumblr site. Because each account has its own set of followers this means your posts can rapidly reach a vast audience.
So how can this work for fashion retailers? Matt Connolly, founder of ecommerce agency Pollen House, explains: “Tumblr has the flexibility and toolset to allow brands to reach and engage new audiences, many of whom already reside within the Tumblr community. The easy interaction of following other blogs has led to clusters of interests - fashion being one.”
For some brands, Tumblr can be a great way to build editorial content and engage with customers as well as attracting a new audience. By uploading inspirational content onto the site, brands can form an identity and build a community around this. Connolly says: “Right now all brands should be looking at building engagement and experience through editorial content and if their current site does not allow them to do this, Tumblr is the perfect place to inspire and interact with customers.”
Luxury etailer Net-a-Porter has already seized the opportunity and built a photo diary that includes a tool which allows users to share images on Twitter, Facebook and YouTube as well as Tumblr.
Whether or not it is right for every brand is yet to become clear but those that want to inspire through visually creative content should definitely try Tumblr. Not only does it increase visibility across social media channels, it can also build a whole new brand profile in a format that can attract a fashion-focused audience.