brands

[brands]

This is interesting 🤔

*Record scratch* *Freeze frame* Yep, that’s us. You’re probably wondering how we got here.

The internet is changing, and with it, social media. We partnered with Archrival who asked Gen Z (aka, you) and Millennial folks (also you) what’s important to you in online communities. Some interesting trends emerged from those conversations, and we thought you might like to take a look and see what tracks for you.

The Trends:

Broken Social Scenes. Too much content, too little organic connection. You want something deeper.

Network Effect. You’re creating new networks that nurture belonging through intimacy, exclusivity, and IRL meet-ups. (Communities, anyone?)

The New Rules of Influence. Connections, not followers. Influencers that build trust and real engagement matter more to you than big numbers. 

Community, According to you. Community building must be holistic. Social media must be social. Community is not a marketing strategy.  

Interested? Read the full report here. 

[brands]

If you work in marketing right now, you’re feeling it: complete chaos when it comes to breaking through Gen Z’s feed.

While we’re no strangers to wholesome chaos, we still had questions about what this means for brands on Tumblr, so we partnered with youth culture agency Archrival for insight. In our latest collab, The State of Community, we surveyed and spoke with dozens of Gen Zs, Millennials, and over 100 brand marketers to understand how social media lost the plot with authentic, organic communities. Some interesting trends emerged from those conversations.

[brands]

[brands]

"The hardest thing about marketing to Gen Z is figuring out a way to connect. I know that sounds cliché, but each generation's different on how you do that."

— Jim Jennings, Senior Manager, Brand Marketing, adidas

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Two-thirds (65%) of marketers agree:

“These days, social media feels like a lot of white noise, making it hard for my brand’s message to cut through.”

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69% of Zs agree:

“I wish social networking platforms actually helped me form deep social connections.”

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[brands]

79% of Zs say:

private online spaces help their community feel more tight-knit and connected.

[brands]

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99% of marketers say they consider fandoms important.

But only 62% say they currently target or engage with fandoms as part of their marketing strategy.

[brands]

Read the report here 👉🏼 stateofcommunity.tumblr.com

Tumblr x Archrival: The State of Community – How Gen Z is Disrupting the Industry of Influence, Oct 2024

[brands]

👋🏼 hi, we work with some of your favorite brands on Tumblr.

You might know us as the platform behind some of the most disruptive, weird and beautiful moments on the internet ( 👀 f*** yeah, @humansofnewyork​, THE dress... to name a few). 

❤️‍🔥 And we’re still making headlines.

Today, we’re home to millions of fans of niche and mainstream genres in art, music, entertainment and gaming. Follow along for the best in brands, fandom, insights, and everything in between.