Would Yahoo Purchase Spell Trouble For Tumblr?

Recently, there has been discussion about the potential purchase of Tumblr. Although it may not happen, there are reports that Yahoo hopes the social network will bring a younger demographic and “make it relevant and a major player on the web.” According to some, Facebook may make a potential offer as well. 
Business initiatives aside, it’s interesting to consider how Tumblr would be affected by a purchase. Some avid Tumblr users are concerned that Yahoo would alter the social network negatively. Moreover, the “uncool” connotation associated with Yahoo isn’t inspiring confidence among users.

Even as a hypothetical, the mention of Facebook evokes many passionate responses. Facebook successfully acquired Instagram and with it a much needed younger demographic. Since then, Instagram hasn’t changed in the way people were dreading (mostly in terms of advertising). As always, privacy issues are one of the main concerns, but mostly Instagram has remained genuine user created content. Hopefully the same strategy would be applied to Tumblr, as opposed to replicating the advertising model Facebook now uses which some users find intrusive.

Speaking at Social Media Week NYC earlier this year, Tumblr CEO David Karp proudly explained that Tumblr is one of the few places on the web where users can make stuff, due to the platforms ability for “limitless expression.” Great brand content as native ads are some of the most well produced content that add to the platform as opposed to standing out as marketing – an overall ideal of social media marketing that isn’t always executed successfully.

Since no deal is official, conversations about this topic are hypothetical. However, as larger companies are thrown into the mix loyal and passionate users believe Tumblr will be forced to change ruining the unique form of expression it allows now.  If nothing else, this potential deal has made it clear that brands cannot wait to change their marketing strategies. They must move beyond the traditional advertising mindset, not simply apply it to social, in order to stay relevant in consumers’ lives.

To begin planning a social media strategy contact Wild Frog Studio.

Sources: Mashable, Gigaom, AdWeek.