Tumblr Launches Second Attempt at Monetization Feature: Tumblr Tips
A New Approach to Supporting Creators on the Platform
Tumblr, a popular microblogging and social networking platform, is launching its second attempt at a monetization feature. Dubbed "Tumblr Tips," this new initiative allows creators to receive one-time payments from their supporters. The feature is currently available in the United States and will soon be rolled out globally.
How Tumblr Tips Work
With Tumblr Tips, users can send tips of up to $100 each to their favorite creators. When a user tips a creator, they have the option to leave a note alongside the tip. Anonymous tips are also allowed, but if a tip is anonymous, the tipper won’t be able to leave a message.
A Shift in Approach: From Post+ to Tumblr Tips
Tumblr’s previous attempt at monetization was through its "Post+" feature, which enabled users to charge a monthly fee for access to exclusive posts. However, this feature wasn’t well-received by the community, with some creators and users expressing concerns about the legality of encouraging users to monetize their fanfiction and potential safety issues.
The Story Behind Post+ and Tumblr Tips
In an interview with TechCrunch, a former Tumblr employee revealed that the project that became Post+ initially started out as a tip jar feature. However, higher-ups at Tumblr redirected the project to create a paywalled subscription product. It seems that Tumblr has taken creator feedback into account by finally instituting Tumblr Tips.
What’s Next for Tumblr?
Bohdan Kit, Tumblr’s head of product for subscriptions, spoke with TechCrunch about the company’s plans for Post+. While they aren’t disclosing their numbers, Kit mentioned that the open beta has provided valuable insights, particularly from international creators. These learnings will help prepare for a full launch later this year.
The Importance of Creator Feedback
The rollout of Tumblr Tips is a testament to the importance of creator feedback in shaping product development. By taking into account the concerns and preferences of its community, Tumblr can create features that better meet their needs.
Tumblr’s Position in the Market
Despite struggling to grow its user base since its 2018 porn ban, Tumblr markets itself as a platform for Gen Z users, who make up 48% of its audience. The platform remains a source of millennial nostalgia and has something unique: posts in reverse chronological order that aren’t algorithmically shuffled to maximize engagement.
Why Tumblr Tips Matters
Tumblr Tips is an important step towards supporting creators on the platform. By allowing users to send one-time payments, Tumblr is providing a new way for fans to show appreciation for their favorite creators.
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