Tumblr to roll-out analysis tools to help brands

Tumblr has announced it will introduce an analysis tool that will help brands gain a better understanding of how their pages are performing on the microblogging platform. 

Tumblr has announced it will introduce an analysis tool that will help brands gain a better understanding of how their pages are performing on the microblogging platform. 

The move by Tumblr to encourage brands to advertise comes after Yahoo’s acquisition of the microblogging platform in May. Although David Karp, CEO of Tumblr, stated in 2010 that advertising  ‘turns our stomachs’, it now appears that Karp has relaxed these views. He recently stated that advertising would make Tumblr better with ‘more great, fun stuff on Tumblr for people to enjoy’.

Tumblr’s new analysis tools, part of a partnership with analytics firms Simply Measured and Gnip, will allow brands to access data about how many people are spending time on their pages. The analysis tools will also reveal how often a photo a brand posts is ‘reblogged’, and by which Tumblr users.

Brands will also be able to quantify how effective their posts are on Tumblr by seeing how the many shares their photos receive compared to those on Facebook, Twitter, Instagram and other popular digital services.

Pepsi and Adidas are reportedly testing the tools, with a wider roll-out expected in the future.