Marketers everywhere (or those using Tumblr at least) can finally rejoice. Today, Tumblr and Union Metrics, Tumblr's preferred analytics provider, has announced the first ever analytics platform for Tumblr.
Tumblr hosts 75 million blogs and users create more than 70 million new posts each day. Over the past 6 months, marketers have been able to pay for advertising by either pinning a post to follower's feeds or be featured in Radar on the right hand side of user's Tumblr dashboard. Success comes for brands if their content is good and suited for Tumblr - which includes great images and imaginative animated gifs.
Unfortunately all they know is how many times their post has been reblogged but not how many times it has been seen or reblogged off their reblog.
Brands like Adidas and Coke jumped on the Tumblr bandwagon early and began to use the paid for feature but there was no way to prove its success until now.
Using Gnip, Union Metrics has full access to the entire firehose of Tumblr data. The new analytics tool will allow users to:
- Filter and track any blog or topic
- Summarize overall engagement and trends
- Show most popular content
The feature that will make most of us analytics nuts salivate will be the individual post engagement analysis. This will show interactions over time, amplification trends and a reblog tree visualization. Now we can see how posts spread through Tumblr.
Here's an example of what the analytics will look like for the blog summary page. Pretty, huh?
Want to know how well your post has done? Now you can!
Union Metrics for Tumblr will only be available today by invitation only, but it will soon be available to everyone. If you want to sign up for an invite, visit unionmetrics.com for more info.
Reader comments (5)
Digital Marketing Executive at Koozai Ltd
9:16AM on 5th October 2012
Really cool looking analytics tool for Tumblr users. I do think the majority of Tumblr users won't actually use this data for any purpose but for those that are keen to find trends with their blogs, this looks very useful.
A visual post performance summary as in the second screenshot looks like it could be useful for everyday users to start engaging with other members. A bit like Google plus ripples.
Head of Insight at 4C Group
11:00AM on 5th October 2012
I'm not sure I agree Dean - For one of our brands, their tumblr is hugely important to them as a means of communicating with their customers about content updates on the website and new features.
Being able to monitor how well the different posts are performing in terms of engagement will not only allow us to tailor our posts to provide the most relevant content but also to determine new areas to offer this content around.
The only questions I would have for Union Metrics is whether they will be able to go down to a user level (so we can look at whether it is the same people engaging all the time) and whether the data can be collated by aggregators such as Sprout or various web analytics solutions...
12:31PM on 5th October 2012
I also wonder, what can you get to do while interpreting data like in the chart. Reaching the people personally in those separate degrees? :)
Digital Marketing Executive at Koozai Ltd
1:15PM on 8th October 2012
Hi Matt, I meant for individual users, those that share pictures of their pets and travels, etc. I agree it is a fantastic feature for brands/businesses using the platform as their blog. I am aware there are quite a few companies using it.
6:48AM on 26th November 2012
This is really a great tool for tumblr users. I also work on tumbler and now used these tips for analytic reports. Thanks
Log in to post a comment