#and you know what we call that? growth | Explore Tumblr posts and blogs

drcyan · 2 years ago

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Tumblr’s Core Product Strategy

Here at Tumblr, we’ve been working hard on reorganizing how we work in a bid to gain more users. A larger user base means a more sustainable company, and means we get to stick around and do this thing with you all a bit longer. What follows is the strategy we're using to accomplish the goal of user growth. The @labs group has published a bit already, but this is bigger. We’re publishing it publicly for the first time, in an effort to work more transparently with all of you in the Tumblr community. This strategy provides guidance amid limited resources, allowing our teams to focus on specific key areas to ensure Tumblr’s future.

The Diagnosis

In order for Tumblr to grow, we need to fix the core experience that makes Tumblr a useful place for users. The underlying problem is that Tumblr is not easy to use. Historically, we have expected users to curate their feeds and lean into curating their experience. But this expectation introduces friction to the user experience and only serves a small portion of our audience.

Tumblr’s competitive advantage lies in its unique content and vibrant communities. As the forerunner of internet culture, Tumblr encompasses a wide range of interests, such as entertainment, art, gaming, fandom, fashion, and music. People come to Tumblr to immerse themselves in this culture, making it essential for us to ensure a seamless connection between people and content.

To guarantee Tumblr’s continued success, we’ve got to prioritize fostering that seamless connection between people and content. This involves attracting and retaining new users and creators, nurturing their growth, and encouraging frequent engagement with the platform.

Our Guiding Principles

To enhance Tumblr’s usability, we must address these core guiding principles.

Expand the ways new users can discover and sign up for Tumblr.

Provide high-quality content with every app launch.

Facilitate easier user participation in conversations.

Retain and grow our creator base.

Create patterns that encourage users to keep returning to Tumblr.

Improve the platform’s performance, stability, and quality.

Below is a deep dive into each of these principles.

Principle 1: Expand the ways new users can discover and sign up for Tumblr.

Tumblr has a “top of the funnel” issue in converting non-users into engaged logged-in users. We also have not invested in industry standard SEO practices to ensure a robust top of the funnel. The referral traffic that we do get from external sources is dispersed across different pages with inconsistent user experiences, which results in a missed opportunity to convert these users into regular Tumblr users. For example, users from search engines often land on pages within the blog network and blog view—where there isn’t much of a reason to sign up.

We need to experiment with logged-out tumblr.com to ensure we are capturing the highest potential conversion rate for visitors into sign-ups and log-ins. We might want to explore showing the potential future user the full breadth of content that Tumblr has to offer on our logged-out pages. We want people to be able to easily understand the potential behind Tumblr without having to navigate multiple tabs and pages to figure it out. Our current logged-out explore page does very little to help users understand “what is Tumblr.” which is a missed opportunity to get people excited about joining the site.

Actions & Next Steps

Improving Tumblr’s search engine optimization (SEO) practices to be in line with industry standards.

Experiment with logged out tumblr.com to achieve the highest conversion rate for sign-ups and log-ins, explore ways for visitors to “get” Tumblr and entice them to sign up.

Principle 2: Provide high-quality content with every app launch.

We need to ensure the highest quality user experience by presenting fresh and relevant content tailored to the user’s diverse interests during each session. If the user has a bad content experience, the fault lies with the product.

The default position should always be that the user does not know how to navigate the application. Additionally, we need to ensure that when people search for content related to their interests, it is easily accessible without any confusing limitations or unexpected roadblocks in their journey.

Being a 15-year-old brand is tough because the brand carries the baggage of a person’s preconceived impressions of Tumblr. On average, a user only sees 25 posts per session, so the first 25 posts have to convey the value of Tumblr: it is a vibrant community with lots of untapped potential. We never want to leave the user believing that Tumblr is a place that is stale and not relevant.

Actions & Next Steps

Deliver great content each time the app is opened.

Make it easier for users to understand where the vibrant communities on Tumblr are.

Improve our algorithmic ranking capabilities across all feeds.

Principle 3: Facilitate easier user participation in conversations.

Part of Tumblr’s charm lies in its capacity to showcase the evolution of conversations and the clever remarks found within reblog chains and replies. Engaging in these discussions should be enjoyable and effortless.

Unfortunately, the current way that conversations work on Tumblr across replies and reblogs is confusing for new users. The limitations around engaging with individual reblogs, replies only applying to the original post, and the inability to easily follow threaded conversations make it difficult for users to join the conversation.

Actions & Next Steps

Address the confusion within replies and reblogs.

Improve the conversational posting features around replies and reblogs.

Allow engagements on individual replies and reblogs.

Make it easier for users to follow the various conversation paths within a reblog thread.

Remove clutter in the conversation by collapsing reblog threads.

Explore the feasibility of removing duplicate reblogs within a user’s Following feed.

Principle 4: Retain and grow our creator base.

Creators are essential to the Tumblr community. However, we haven’t always had a consistent and coordinated effort around retaining, nurturing, and growing our creator base.

Being a new creator on Tumblr can be intimidating, with a high likelihood of leaving or disappointment upon sharing creations without receiving engagement or feedback. We need to ensure that we have the expected creator tools and foster the rewarding feedback loops that keep creators around and enable them to thrive.

The lack of feedback stems from the outdated decision to only show content from followed blogs on the main dashboard feed (“Following”), perpetuating a cycle where popular blogs continue to gain more visibility at the expense of helping new creators. To address this, we need to prioritize supporting and nurturing the growth of new creators on the platform.

It is also imperative that creators, like everyone on Tumblr, feel safe and in control of their experience. Whether it be an ask from the community or engagement on a post, being successful on Tumblr should never feel like a punishing experience.

Actions & Next Steps

Get creators’ new content in front of people who are interested in it.

Improve the feedback loop for creators, incentivizing them to continue posting.

Build mechanisms to protect creators from being spammed by notifications when they go viral.

Expand ways to co-create content, such as by adding the capability to embed Tumblr links in posts.

Principle 5: Create patterns that encourage users to keep returning to Tumblr.

Push notifications and emails are essential tools to increase user engagement, improve user retention, and facilitate content discovery. Our strategy of reaching out to you, the user, should be well-coordinated across product, commercial, and marketing teams.

Our messaging strategy needs to be personalized and adapt to a user’s shifting interests. Our messages should keep users in the know on the latest activity in their community, as well as keeping Tumblr top of mind as the place to go for witty takes and remixes of the latest shows and real-life events.

Most importantly, our messages should be thoughtful and should never come across as spammy.

Actions & Next Steps

Conduct an audit of our messaging strategy.

Address the issue of notifications getting too noisy; throttle, collapse or mute notifications where necessary.

Identify opportunities for personalization within our email messages.

Test what the right daily push notification limit is.

Send emails when a user has push notifications switched off.

Principle 6: Performance, stability and quality.

The stability and performance of our mobile apps have declined. There is a large backlog of production issues, with more bugs created than resolved over the last 300 days. If this continues, roughly one new unresolved production issue will be created every two days. Apps and backend systems that work well and don't crash are the foundation of a great Tumblr experience. Improving performance, stability, and quality will help us achieve sustainable operations for Tumblr.

Improve performance and stability: deliver crash-free, responsive, and fast-loading apps on Android, iOS, and web.

Improve quality: deliver the highest quality Tumblr experience to our users.

Move faster: provide APIs and services to unblock core product initiatives and launch new features coming out of Labs.

Conclusion

Our mission has always been to empower the world’s creators. We are wholly committed to ensuring Tumblr evolves in a way that supports our current users while improving areas that attract new creators, artists, and users. You deserve a digital home that works for you. You deserve the best tools and features to connect with your communities on a platform that prioritizes the easy discoverability of high-quality content. This is an invigorating time for Tumblr, and we couldn’t be more excited about our current strategy.

#fwiw i dont think it would be bad for tumblr to improve hooking new users to the platform #i wouldnt mind a second tab that does the stupid algorithm bullshit that every other social media service does #but i only wouldn’t mind this because i understand the economic reality of the situation. plus i think having a rotation of new users is +++#i would actually call it necessary for US not just the website to have lots of new users #but also. christ lord jesus. dont fuck with OUR current experience. this needs to be concurrent #because what makes this website special is that it ISNT addictive like tiktok or instagram or twitter. im on here daily but not frequently #not only will they chase me and over half of the remaining userbase away if they tamper with what they have going for them #for web3.0 horseshit WE ALL HATE #but they’ll hemorrhage more users than they’ll gain. simply because the algorithmic improvements wont be ready for a long time #please. just make the ‘for you’ tab better. dont mess with how i curated my feed #yess it took me years to set this up and yes thats not a profitable model and relying on that is why new users dont stick around #but if you FUCKING put reccomended bullshit on my normal timeline. i will leave #if the app becometh too addictive. i will leave #and if you start screwing with beloved features to experiment how you improve engagement stats. i will leave #and others have more/less tolerance for all of this.#you have a tricky balancing act to play. if you’re choosing growth you need to prioritize integrating new users into USERS LIKE US #im not frightened by this post automatically. clearly there’s a new direction and probably new staff so who knows where this will go #but they’re on thin ice and i dont trust they’ll tread lightly #turn new users into old users. we like this platform. others will too #basically just give better reccomendations in the algorithmic feed so that new users can quickly start curating the content they want to see #done! simple!#and also improve comment threads you could change that and improve engagement for your fuckass portfolios if you want

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gingersnapwolves · 27 days ago

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So today I want to talk about puberty blockers for transgender kids, because despite being cisgender, this is a subject I’m actually well-versed in. Specifically, I want to talk about how far backwards things have gone.

This story starts almost 20 years ago, and it’s kind of long, but I think it’s important to give you the full history. At the time, I was working as an administrative assistant for a pediatric endocrinologist in a red state. Not a deep deep red state like Alabama, we had a little bit of a purple trend, but still very much red. (I don’t want to say the state at the risk of doxxing myself.) And I took a phone call from a woman who said, “My son is transgender. Does your doctor do hormone therapy?”

I said, “Good question! Let me find out.”

I went into the back and found the doctor playing Solitaire on his computer and said, “Do you do hormone therapy for transgender kids?” It had literally never come up before. He had opened his practice there in the early 2000s. This was roughly 2006, and the first time someone asked. Without looking up from his game of Solitaire, the doctor said, “I’ve never done it before, but I know how it works, so sure.”

I got back on the phone and told the mom, who was overjoyed, and scheduled an appointment for her son. He was the first transgender child we treated with puberty blockers. But not, by far, the first child we treated with puberty blockers, period. Because puberty blockers are used very commonly for children with precocious puberty (early-onset puberty). I would say about twenty percent of the kids our doctor treated were for precocious puberty and were on puberty blockers. They have been well studied and are widely used, safe, and effective.

Well. It turned out, the doctor I worked for was the only doctor in the state who was willing to do this. And word spread pretty fast in the tight-knit community of ‘parents of transgender children in a red state’. We started seeing more kids. A better drug came out. We saw some kids who were at the age where they were past puberty, and prescribed them estrogen or testosterone. Our doctor became, I’m fairly sure, a small folk hero to this community.

Insurance coverage was a struggle. I remember copying articles and pages out of the Endocrine Society Manual to submit with prior authorization requests for the medications. Insurance coverage was a struggle for a lot of what we did, though. Growth hormone for kids with severe idiopathic short stature. Insulin pumps, which weren’t as common at the time, and then continuous glucose monitoring, when that came out. Insurance struggles were just part and parcel of the job.

I remember vividly when CVS Caremark, a pharmaceutical management company, changed their criteria and included gender dysphoria as a covered diagnosis for puberty blockers. I thought they had put the option on the questionnaire to trigger an automatic denial. But no - it triggered an approval. Medicaid started to cover it. I got so good at getting approvals with my by then tidy packet of articles and documentation that I actually had people in other states calling me to see what I was submitting (the pharmaceutical rep gave them my number because they wanted more people on their drug, which, shady, but sure. He did ask me if it was okay first).

And here’s the key point of this story:

At no point, during any of this, did it ever even occur to any of us that we might have to worry about whether or not what we were doing was legal.

It just never even came up. It was the medically recommended treatment so we did it. And seeing what’s happening in the UK and certain states in America is both terrifying and genuinely shocking to me, as someone who did this for almost fifteen years, without ever even wondering about the legality of it.

The doctor retired some years ago, at which point there were two other doctors in the state who were willing to prescribe the medications for transgender kids. I truly think that he would still be working if nobody else had been willing to take those kids on as patients. He was, by the way, a white cisgender heterosexual Boomer. I remember when he was introduced to the concept of ‘genderfluid’ because one of our patients on HRT wanted to go off. He said ‘that’s so interesting!’ and immediately went to Google to learn more about it.

I watched these kids transform. I saw them come into the office the first time, sometimes anxious and uncertain, sometimes sullen and angry. I saw them come in the subsequent times, once they were on hormone therapy, how they gradually became happy and confident in themselves. I saw the smiles on their faces when I gave them a gender marker letter for the DMV. I heard them cheer when I called to tell them I’d gotten HRT approved by insurance and we were calling in a prescription. It was honestly amazing and I will always consider the work I did in that red state with those kids to be something I am incredibly proud of. I was honored to be a part of it.

When I see all this transgender backlash, it’s horrifying, because it was well on the way to become standard and accepted treatment. Insurances started to cover it. Other doctors were learning to prescribe it. And now … it’s fucking illegal? Like what the actual fuck. We have gone so far backwards that it makes me want to cry. I don’t know how to stop this slide. But I wrote this so people would understand exactly how steep the slide is.

#personal #transgender issues #politics

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