Trends and Brands on Tumblr
An analysis of the past two weeks of Tumblr data using the DataSift platform found strong global engagement across multiple industry segments including retail, CPG, fashion and automotive. According to Kantar Media, retail was the largest sector in US advertising spend in 2012, accounting for more than $16Bn, making Tumblr a highly desirable audience. A deeper look at overall trend topics as well as brands listed on brands.tumblr.com uncovered a variety of interesting findings:
•Fashion and retail related topics trended the highest over the past few weeks, likely due to Fashion Week in New York and London. The trend data shows an extreme diversity of topics being discussed - from shoes to travel to the topic of war - suggesting tremendous opportunity for almost any brand that wants to build an audience. •Looking across all Tumblr posts in the automotive category using the DataSift platform and topic detection, the top three brands driving the most engagement across Tumblr were Ford, BMW and Jeep. •Sentiment analysis reveals that the largest positive trending topics on Tumblr are related to fashion, art, food, beverages and marriage. •Tumblrs showed their displeasure on a variety of topics, displaying negative sentiment related to topics involving food, crime, war, art, health and sports. •While there is a tremendous amount of written content across Tumblr, content containing visuals or .GIF files is much more likely to be reblogged than standard written content. •Looking at the Tumblr activity for BMW, Ford and other leading auto brands, an analysis of engagement and reblog activity shows the most prominent creators of content are not the official brand sites, but individual Tumblrs. The heavy engagement and sharing around the automotive category in content analysis on brand engagement suggests a huge potential promotional, advertising, and engagement for brands to build out their presence on Tumblr. •Red Bull is a great example of a small sub-set of brands which score higher in engagement because they actively reblog other brands' and consumers' content vs. broadcasting just their own content. This suggests the opportunity for brands to expand their reach and build deeper relationships by using Tumblr native behaviors.
DataSift and Tumblr @SocialDataWeek
Derek Gottfrid, VP of Product, is scheduled to speak at Social Data Week in New York City on Sept. 20 at the Mandarin Oriental Hotel. His session, "Inside Engagement: How Content Spreads," will take place at 12:45 p.m. EDT. For more information and to register, please go to www.socialdataweek.com.
To get more information on Tumblr data and the enrichments available on the DataSift platform, please join Tumblr and DataSift for a webinar on Oct. 17. For more information about today's announcements, or to register for the free Tumblr webinar, please visit www.datasift.com.
DataSift Inc. is the platform the powers the social economy, enabling companies to aggregate, filter and extract insights from the billions of public social conversations on Twitter, leading social networks and millions of other sources. DataSift provides access to both real-time and historical social data to uncover insights and trends that relate to brands, businesses, financial markets, news and public opinion. Key investors include Scale Venture Partners, Upfront Ventures and IA Ventures. DataSift has offices in San Francisco, New York City and Reading, U.K. For more information, visit www.datasift.com and follow us on Twitter @datasift.
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