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staff:

Search!!!!

Everyone, we’re delighted to show off a feature that we’ve been hard at work on for the last few months and badly addicted to for the last few weeks.

The new Tumblr Search has been rebuilt, front to back, to help explore all of your 65 billion(!) posts.

Here are a few of the big additions to check out:

  • You can now use multiple #tags in a single query to find all that #hello kitty #nail art.
  • Searching for “government shutdown” now returns posts tagged #government shutdown or that mention ”government shutdown”. Searching “#government shutdown” will limit the results to posts with that #tag.
  • You’ll now see related blogs in your search results.
  • Use the new Filter menu to filter by post type!

And in an effort to make the explicit content filter more transparent (and less confusing), we’ve moved the option right to the search results page. We’ve also been able to use this smarter filtering to unblock innocuous keywords in our apps that used to be prohibited by app store policies. #reaction gif #happy!

Please take the new search for a spin! (And let us know if you catch it acting up.)

<3

aaaaand we’re off! 

marketr:

Case Study: Hulu On Tumblr
"Our first Sponsored Post was an animated GIF from the movie The Red Balloon. Yes, we chose an image from a movie in our collection, but the real goal was to trigger an emotional reaction." – Ben Collins, Editor, Hulu
Challenge: Design a Sponsored Post to promote the Criterion Collection, which is usually available only to paid subscribers, but was made available to all users for one weekend.
Approach: Hulu created an animated GIF from this iconic scene in The Red Balloon for a Sponsored Post in Radar. They selected an uplifting and attention-grabbing GIF, and included a clear call-to-action in the caption that motivated users to subscribe before access to the Collection disappeared.
Result: In 24 hours, the Sponsored Post got more than 600K earned impressions on top of 2.9M paid impressions and earned more than 53K Notes. That activity drove a 20% increase in referrals to Hulu.com from Tumblr, and 40% more conversions than their display ad average. Since February, the post has earned 290K Notes and has been seen more than 16M times, making it one of the most popular posts of all time. 

Go Tumblr Brands!

marketr:

Case Study: Hulu On Tumblr

"Our first Sponsored Post was an animated GIF from the movie The Red Balloon. Yes, we chose an image from a movie in our collection, but the real goal was to trigger an emotional reaction." – Ben Collins, Editor, Hulu

Challenge: Design a Sponsored Post to promote the Criterion Collection, which is usually available only to paid subscribers, but was made available to all users for one weekend.

Approach: Hulu created an animated GIF from this iconic scene in The Red Balloon for a Sponsored Post in Radar. They selected an uplifting and attention-grabbing GIF, and included a clear call-to-action in the caption that motivated users to subscribe before access to the Collection disappeared.

Result: In 24 hours, the Sponsored Post got more than 600K earned impressions on top of 2.9M paid impressions and earned more than 53K Notes. That activity drove a 20% increase in referrals to Hulu.com from Tumblr, and 40% more conversions than their display ad average. Since February, the post has earned 290K Notes and has been seen more than 16M times, making it one of the most popular posts of all time.

Go Tumblr Brands!