Tumbling Away from Facebook

Tumblr’s micro-blogging site is becoming more and more popular with teens and young adults. With the emergence of new platforms, the social media landscape is changing, and the usage of Facebook among the younger crowd is on a steady decline. According to Statista, the number of estimated U.S. teen Facebook users fell 25% between 2011 and 2014.


Among other social media sites, Tumblr is at the forefront of capturing the attention of teens and young adults.

Why is Tumblr so captivating to young people? Digital marketing consultant, Tim Peter, seems to think it’s a matter of the type of conversations that take place on the platforms. He states, “Facebook is where teens and young adults connect with family and some friends. Tumblr is where they connect with like-minded people about the topics they care about.” Companies can leverage great power in knowing that this is a site on which young people feel they can relate to brands. Tumblr is an image-driven platform on which companies can build a sense of community, loyalty, and brand allegiance.

Should every brand now ditch Facebook and run to Tumblr? Absolutely not! Every platform has its niche, and not every company fits into Tumblr’s target audience. The first step in determining a company’s fit for a social platform is to understand its audience and how it interacts with the platform’s purpose.

Can you think of any brands that should focus their efforts on Tumblr and/or cut back on the amount of effort they spend on Facebook?