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Tumblr Acquired by WordPress Parent Company

author image Written by: Rob May           Categories - In The News, Social Media

Tumblr Sold to WordPress Owner Automattic

Verizon has just sold microblogging platform, Tumblr to WordPress owner Automattic Inc. for what is reported to be a shockingly low sum following the company’s 1.1 billion acquisition in 2017. It was first reported by The Wall Street Journal that Tumblr was acquired for an undisclosed amount, however, the sum was later revealed to be well below $20 million. Dan Primack, business editor at Axios, confirmed that the acquisition price was actually less than $3 million. Verizon is currently in the process of revamping its media group, which has struggled to meet revenue targets in recent years. The company is increasingly focused on subscriptions and original content. The Tumblr acquisition is the largest ever in terms of price and head count for Automattic. As part of the acquisition, Automattic will take on Tumblr’s 200 staffers and no jobs will be lost. Tumblr is a marquee brand that has started movements, allowed for true identities to blossom and become home to many creative communities and fandoms,

What’s Next for Tumblr and WordPress

Going forward, Automattic executives plan to find ways that WordPress.com and Tumblr can share services and functionality. As the world’s leading CMS platform, adding more functionality and features to WordPress’ offerings should benefit marketers charged with managing WordPress websites. We are proud of what the team has accomplished and are happy to have found the perfect partner in Automattic, whose expertise and track record will unlock new and exciting possibilities for Tumblr and its users, Automattic will maintain Tumblr’s existing policy banning adult content, a decision made last year by Verizon communications. In the meantime, it sounds as though there will be no immediate changes to either service.

Rob May

Twitter Testing New Options For Attaching Content

04/29/2022

Even though the younger generation doesn’t want us to use GIFs anymore (yeah, I’m confused too), Twitter is testing an option that would let us attach not only oh-so-convenient-and-dear GIFs but other media as well. Seems like Twitter is working on increasing engagement and encouraging more creativity among its users.

 

This option could make way for more creative opportunities, expand its expressive tools and help businesses connect with their audience better. However, no one knows when this option will see the light of day.

Read More: Should You Start Creating Video Content? 

Social Media Today reached out to Twitter and asked for a comment, but they got no specific response, which doesn’t come as a surprise since Twitter itself doesn’t know what the platform will be like in the coming period, with Elon Musk buying the platform.

Read More:  How And Why Did Elon Musk Buy Twitter?

Another great thing about this option is the possibility to better showcase your product. With a single tweet, you could offer a photo of your product and a how-to-use video. That way, you can highlight everything there is about your product in a single place, making this option also opens a possibility to make ads more effective.

Read More: Do You Need A Video Content Strategy?

On the other hand, you can also consider using GIFs for communicating with your audience, or use them as promo content – you can let your creativity decide – the possibilities are endless.

Since we don’t know when exactly this option will be available, it wouldn’t hurt to put some ideas on paper and consider customizing your Twitter strategy.

Read More: You Will Finally Be Able To Edit Your Tweets!
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Instagram Updating Its Ranking Algorithm 

04/21/2022

Instagram chief Adam Mosseri announced that Instagram is adding a few changes in order to put more focus on creators and the credit they get. One of the mentioned changes is updating its ranking algorithm with the goal to put more focus on original work. Judging by the number of copy-paste posts we’ve seen so far, this update should have been made a long time ago.

 

Read More: Instagram’s Main Feed Going Full Screen

Making Sure The Credit Goes To Those Who Deserve It

Instagram announced the following changes:

  • Product Tags – it will now be available to everyone. So, no matter who you are, you will be able to tag products and drive traffic and attention to a business, creator or a company that they like.
  • Enhanced People Tags – now, you can add a category for yourself (into profile, edit profile) which will show up when you are tagged in a photo or a video. This makes sure you have your identity be what you want it to be, and credited according to your wishes.
  • Ranking – people that actually created something from scratch should be more credited for that, so the algorithm will focus more on that kind of content.

“We are going to do more to try and value original content more, particularly compared to reposted content. So, more to come there as well.” – said Mosseri in the announcement.

But, what does it exactly mean? As mentioned in SocialMediaToday, the changes in ranking are not that well explained and it’s not clear if any penalization will happen.

Read More: Instagram Subscriptions Tests Three New Features

What Will Affect The Ranking?

The Twitter community did have some questions regarding the originality of content and asked about editing outside of the app. If you remember, Instagram started down-ranking content that was re-shared from other apps. So, if you will be re-posting your TikTok with a watermark on it, your content will still be penalized. However, if you only edited it off the Instagram app, that shouldn’t be a problem and won’t affect your rank.

Still, Mosseri admits that Instagram can’t know for sure if a content piece is an original or not. They only build classifiers that will show how likely something is to be an original, but they can never know for sure. It’s still a work in progress.

Posting History Is Also A Factor

Content aggregators are the focus of this update, and Instagram will be able to determine this with the account’s posting history. Instagram is more likely to detect that an account is an aggregator if it re-posts a lot of content from other accounts.” So if you’re re-posting a lot of content from other accounts, you’ll likely see a drop in reach.

The main goal of the whole update is, as we mentioned, to give more credit to original creators, but the system is not yet perfect. However, Mosseri said that Instagram will continue to improve its detection features over time to better distinguish where the content comes from and who posts original content, to promote the real creators and reduce the influence of big farm accounts.

It looks like it’s time to say goodbye to reposting trending memes in order to boost engagement.

 

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