Fostering a Resilient and Connected Community: In-Depth Lessons Drawn from the Tumblr Experience

In today’s digital landscape, building a strong and connected community around your brand is crucial for long-term success. While many social media platforms have come and gone, Tumblr has managed to maintain its popularity and relevance for over 15 years. What sets Tumblr apart from other platforms is its emphasis on community and the unique space it provides for various fandoms to gather and engage in discussions.

In fact, studies have shown that community plays a significant role in customer retention, with 66% of companies stating its impact on their business. Additionally, 90% of social media marketers agree that an active online community is critical for success.

So, how can you build a thriving community around your own brand? In this article, we’ll explore valuable insights from Tumblr’s Chief Marketing Officer, Matthew Ryan, and learn how you can foster a strong and connected community.

Know What Makes Your Brand Special

One of the key aspects that sets Tumblr apart is its association with fandoms and enthusiasts. According to Ryan, Tumblr embraces this unique positioning and focuses on two brand tenets: fandom and being a great place for art and artists. Unlike other platforms that primarily serve as real-time destinations for live reactions, Tumblr thrives on the long-tail of fandom, providing a space for fans to delve deep into their favorite series or topics long after their initial release. This emphasis on fandom and creativity has been a driving force behind the platform’s success.

To build a strong community around your brand, it’s essential to identify what makes your brand special. Consider your audience, the services/products you provide, and any unique strengths or features your brand offers. Lean into these aspects and create an environment that caters to your audience’s interests and passions.

Pay Attention to Your Audience

Listening to your audience and understanding their needs and desires is crucial for community building. Ryan highlights the importance of actively listening to users and delivering the right kind of services and content they are asking for. Tumblr’s editorial team and social listening practices allow them to stay on top of user trends and hot topics within the community. By paying close attention to what your audience is talking about and engaging with, you can tailor your content and offerings to match their interests.

For instance, Tumblr users started a trend where they combined two random words to create a viral phrase. By recognizing the trend and writing a feature about it, Tumblr further fueled the conversation and provided a platform for users to engage creatively. Similarly, they initiated a campaign called “Build-A-Beast,” which encouraged users to respond with art matching weekly prompts. These initiatives demonstrate the platform’s commitment to staying in tune with the interests and passions of its users.

To build a thriving community around your brand, consider implementing similar practices. Stay engaged with your audience, track and report on topics and discussions happening within your community, and use the insights gained to inform your content and offerings.

Leverage Segmentation

Segmentation is another essential aspect of building and maintaining a strong community. Ryan emphasizes the use of segmentation to deliver hyper-relevant messaging to users. Tumblr utilizes HubSpot to track the activities and interests of lapsed users, allowing them to deliver personalized content that may reignite their interest in the platform. By understanding the preferences and signals given by users, Tumblr can tailor its messaging to match their specific interests.

You can apply the same approach to your brand by leveraging customer segmentation. Use data and analytics tools to track user behavior, preferences, and past interactions with your brand. This information can then be used to create targeted content and personalized messaging that resonates with specific segments of your community. By delivering relevant and tailored experiences, you can foster stronger connections and engagement with your audience.

Be Transparent

Transparency is key to building trust within your community. According to Ryan, Tumblr maintains a major blog called Staff.Tumblr, which serves as a platform for communicating any changes coming to the site. Additionally, other blogs like Changes.Tumblr and WIP.Tumblr (Work in Progress) are used to keep users informed about ongoing work and updates. By being transparent and open about the changes and updates happening within the platform, Tumblr builds trust and maintains transparent communication with its community.

To build a strong and connected community around your brand, prioritize transparency. Keep your audience informed about any major changes or updates that may impact them. Establish dedicated communication channels, such as blogs or newsletters, to share important information and openly address any concerns or feedback from your community. By fostering transparency, you create an environment of trust and openness, which is essential for long-term community building.

Conclusion

Building a strong and connected community around your brand is a vital aspect of long-term success in today’s digital landscape. By taking inspiration from Tumblr’s approach, you can create an environment that fosters engagement, creativity, and deep connections within your community. Focus on what makes your brand special, pay attention to your audience, leverage segmentation to deliver personalized experiences, and be transparent in your communication. By implementing these strategies, you can build a thriving community that not only supports your brand but also becomes a source of inspiration and loyalty. So, take the lessons from Tumblr and start building a community that stands the test of time.

Additional Information:

• Keyword: “community building,” “brand community,” “online community”
• Tone of Voice: Informative, engaging, and friendly