Could Tumblr be making a comeback in the world of social media? The platform, which was acquired by Yahoo in 2013 and then sold to Automattic (the company behind WordPress) in 2019, has seen a resurgence in popularity in recent months.

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Though Tumblr never fully disappeared, it was overtaken by newer, more popular social media platforms like Instagram and TikTok. But now, as users grow tired of the constant content overload on other platforms and seek out a more authentic and curated experience, many are turning back to Tumblr.

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One factor contributing to Tumblr's comeback is its unique position as a platform that has always been relatively free from influencer marketing, in the way that we are used to seeing it. While other social media platforms have become inundated with sponsored content and branded influencers, Tumblr has always focused on showcasing creators and curators who have built a following based on their taste-making capabilities, rather than their personal brand. Brands have a unique opportunity to therefore maximise these unsaturated relationships.

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Furthermore, a Pew Research Center study found that approximately 1 in 4 internet users aged 18 to 29 use Tumblr. Additionally, a Business Insider study from 2015 estimated that Tumblr had over 550 million monthly active users.

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In short, as users seek out a more curated and authentic online experience, they are turning to platforms like Tumblr, which offer a respite from the constant content overload on other social media platforms. And as younger generations explore Tumblr and its potential as a quirky circulator of culture, content and creativity, it seems that the platform may very well be on its way to a resurgence.