View source for Tumblr

{{short description|Microblogging and social networking website}}
{{lead too short|date=May 2025}}
{{Pp|small=yes}}
{{Use mdy dates|date=June 2022}}
{{Infobox website
| name = Tumblr
| logo = [[File:Tumblr Wordmark.svg|frameless|200px|class=skin-invert]]
| company_type = [[Subsidiary]]
| foundation = {{start date and age|2007|02|}}<ref name="press" />
| location = [[San Francisco]], U.S.
| founder = [[David Karp]]
| industry = [[Microblogging]], [[social networking service]]
| parent = {{ubl|[[Yahoo! Inc. (1995–2017)|Yahoo! Inc.]] (2013–2017)|[[Yahoo! Inc. (2017–present)|Oath/Verizon Media]] (2017–2019)|[[Automattic]] (2019–present)}}
| num_employees = 411 ({{as of|June 2017|lc=y}})<ref name="press" />
| url = {{official URL}}
| collapsible = yes
| collapsetext = Screenshot
| screenshot = TumblrHomepage.jpg
| screenshot_size = 225px
| caption = The Tumblr homepage, showing a feed.
| key_people = [[Matt Mullenweg]] (CEO)<ref name="wordpressbought">{{cite web|url=https://www.theverge.com/2019/8/12/20802639/tumblr-verizon-sold-wordpress-blogging-yahoo-adult-content|title=Verizon is selling Tumblr to WordPress' owner|last=Alexander|first=Julia|date=August 12, 2019|website=The Verge|access-date=August 13, 2019|archive-date=August 13, 2019|archive-url=https://web.archive.org/web/20190813023727/https://www.theverge.com/2019/8/12/20802639/tumblr-verizon-sold-wordpress-blogging-yahoo-adult-content|url-status=live}}</ref>
}}

'''Tumblr''' (pronounced "tumbler") is a [[microblogging]] and [[Social networking service|social networking]] [[website]] founded by [[David Karp]] in 2007 and is owned by American company [[Automattic]]. The service allows users to post [[multimedia]] and other content to a short-form [[blog]].

==History==
===Beginnings (2006–2012)===
{{multiple image
| perrow      = 1 / 2
| total_width = 300
| image1      = Tumblrfull.svg
| image3      = David Karp EBE09 (cropped).jpg
| image4      = Marco Arment.jpg
| footer      = Tumblr (original logo shown) was founded by [[David Karp]] (left) and [[Marco Arment]] (right).
}}
Development of Tumblr began in 2006 during a two-week gap between contracts at [[David Karp]]'s software consulting company, Davidville.<ref>{{cite AV media |last1 = Karp |first1 = David |last2 = Alexandria |first2 = Julie |date = May 27, 2008 |title = David Karp and Tumblr |type = Video |url = https://www.youtube.com/watch?v=DK4pLXWkgMw |access-date = February 24, 2013 |time = 1:30 |publisher = [[Wallstrip]] |quote = Sometime in 2006, we had a couple of weeks between contracts and said 'Let's see what we can do, let's see if we can build this thing', and we threw together the first working version of Tumblr. |archive-date = August 15, 2013 |archive-url = https://web.archive.org/web/20130815015120/http://www.youtube.com/watch?v=DK4pLXWkgMw |url-status = live }}</ref><ref>{{cite magazine |url=https://www.forbes.com/sites/jeffbercovici/2013/01/02/tumblr-david-karps-800-million-art-project/2/ |title="Tumblr: David Karp's $800 Million Art Project" Forbes, January 2, 2013 |magazine=Forbes.com |date=April 18, 2012 |access-date=April 17, 2013 |archive-date=April 27, 2017 |archive-url=https://web.archive.org/web/20170427004737/https://www.forbes.com/sites/jeffbercovici/2013/01/02/tumblr-david-karps-800-million-art-project/2/ |url-status=live }}</ref> Karp had been interested in [[microblogging|tumblelogs]] (short-form blogs, hence the name Tumblr)<ref>{{Cite web|url=https://www.rewindandcapture.com/why-is-tumblr-called-tumblr/|title=Why Is Tumblr Called Tumblr? &#124; Rewind & Capture|first=Lauren|last=Cosgrove|date=June 29, 2015 |access-date=March 31, 2020|archive-date=August 9, 2020|archive-url=https://web.archive.org/web/20200809155252/https://www.rewindandcapture.com/why-is-tumblr-called-tumblr/|url-status=live}}</ref> for some time and was waiting for one of the established blogging platforms to introduce their own tumblelogging platform.

As none had done so after a year of waiting, Karp and developer [[Marco Arment]] began working on their own platform.<ref name="mediabistro">{{cite web |title = So What Do You Do, David Karp, Founder of Tumblr? |first = Sammy |last = Davis |url = http://www.mediabistro.com/So-What-Do-You-Do-David-Karp-Founder-of-Tumblr-a10281.html |work = [[Mediabistro.com]] |date = August 27, 2008 |access-date = January 2, 2013 |archive-url = https://web.archive.org/web/20130119110211/http://www.mediabistro.com/So-What-Do-You-Do-David-Karp-Founder-of-Tumblr-a10281.html |archive-date = January 19, 2013 |url-status = dead |df = mdy-all }}</ref><ref name="shafrir">{{cite news |title = Would You Take a Tumblr With This Man? |first = Doree |last = Shafrir |author-link = Doree Shafrir |url = http://observer.com/2008/01/would-you-take-a-tumblr-with-this-man/?show=all |newspaper = [[The New York Observer]] |date = January 15, 2008 |access-date = January 2, 2013 |archive-url = https://web.archive.org/web/20130121084613/http://observer.com/2008/01/would-you-take-a-tumblr-with-this-man/?show=all |archive-date = January 21, 2013 |url-status = live |df = mdy-all }}</ref> Tumblr was launched in February 2007,<ref name="fastcompany">{{cite AV media |last1 = Karp |first1 = David |date = December 12, 2011 |title = David Karp: When It All Came Together |type = Video |url = https://www.youtube.com/watch?v=gHU1pSHAisE |access-date = February 24, 2013 |time = 1:03 |publisher = [[Fast Company (magazine)|Fast Company]] |quote = Over the next few months, we kind of pieced together what became the first version of Tumblr which launched in February 2007. |archive-date = July 29, 2013 |archive-url = https://web.archive.org/web/20130729042705/http://www.youtube.com/watch?v=gHU1pSHAisE |url-status = live }}</ref><ref>{{cite web |title = Tumblr – something we've always wanted |first = David |last = Karp |url = https://davidville.wordpress.com/2007/02/19/tumblr/ |work = Davidville |date = February 19, 2007 |access-date = February 24, 2013 |archive-url = https://web.archive.org/web/20130213010619/http://davidville.wordpress.com/2007/02/19/tumblr/ |archive-date = February 13, 2013 |url-status = live |df = mdy-all }}</ref> and within two weeks had gained 75,000 users.<ref name="gigaom">{{cite web |title = Google VC, Tumblr CEO Among the Top Innovators Under 35 |first = Matthew |last = Ingram |url = http://gigaom.com/2010/08/25/google-vc-tumblr-ceo-among-the-top-innovators-under-35/ |work = [[GigaOM]] |publisher = Giga Omni Media |date = August 25, 2010 |access-date = January 2, 2013 |archive-url = https://web.archive.org/web/20130122032930/http://gigaom.com/2010/08/25/google-vc-tumblr-ceo-among-the-top-innovators-under-35/ |archive-date = January 22, 2013 |url-status = dead |df = mdy-all }}</ref> Arment left the company in September 2010 to work on [[Instapaper]].<ref name="arment">{{cite web |title = Tumblr CTO Steps Down To Focus on Instapaper, Independent Career |first = Dan |last = Frommer |url = http://www.businessinsider.com/tumblr-cto-steps-down-to-focus-on-instapaper-independent-career-2010-9 |work = [[Business Insider]] |date = September 21, 2010 |access-date = February 24, 2013 |archive-date = September 21, 2015 |archive-url = https://web.archive.org/web/20150921193635/http://www.businessinsider.com/tumblr-cto-steps-down-to-focus-on-instapaper-independent-career-2010-9 |url-status = live }}</ref>

In June 2012, Tumblr featured its first major brand [[advertising campaign]] in collaboration with [[Adidas]], who launched an official [[Soccer in the United States|soccer]] Tumblr blog and bought ad placements on the user dashboard. This launch came only two months after Tumblr announced it would be moving towards paid advertising on its site.<ref>{{cite web |title = Tumblr Unveils First Major Brand Campaign for Adidas |first = Cotton |last = Delo |url = http://adage.com/article/digital/tumblr-unveils-major-brand-campaign-adidas/235262/ |work = [[Advertising Age]] |publisher = [[Crain Communications]] |date = June 8, 2012 |access-date = July 18, 2012 |archive-url = https://web.archive.org/web/20120720102139/http://adage.com/article/digital/tumblr-unveils-major-brand-campaign-adidas/235262/ |archive-date = July 20, 2012 |url-status = live |df = mdy-all }}</ref>

=== Ownership by Yahoo! (2013–2018) ===
On May 20, 2013, it was announced that Yahoo and Tumblr had reached an agreement for [[Yahoo! Inc. (1995–2017)|Yahoo! Inc.]] to acquire Tumblr for $1.1 billion in cash.<ref>{{Cite web |last=Fox |first=Emily Jane |date=2013-05-19 |title=Yahoo to buy Tumblr for $1.1 billion: Report |url=https://money.cnn.com/2013/05/19/technology/yahoo-tumblr/index.html?hpt=hp_t3 |url-status=live |archive-url=https://web.archive.org/web/20200920024450/https://money.cnn.com/2013/05/19/technology/yahoo-tumblr/index.html?hpt=hp_t3 |archive-date=September 20, 2020 |access-date=May 21, 2013 |website=CNNMoney}}</ref><ref>{{cite news|title=Yahoo's Board Approves $1.1 Billion Purchase of Tumblr|url=http://www.businessinsider.com/yahoos-board-approves-11-billion-purchase-of-tumblr-2013-5|website=Business Insider|access-date=May 19, 2013|archive-date=March 11, 2017|archive-url=https://web.archive.org/web/20170311144522/http://www.businessinsider.com/yahoos-board-approves-11-billion-purchase-of-tumblr-2013-5/|url-status=live}}</ref> Many of Tumblr's users were unhappy with the news, causing some to start a petition, achieving nearly 170,000 signatures.<ref>{{cite web|last=Lunden|first=Ingrid|title=Hell No, Tumblr Users Won't Go To Yahoo!|date=May 18, 2013 |url=https://techcrunch.com/2013/05/18/hell-no-tumblr-users-wont-go-to-yahoo/|publisher=Techcrunch|access-date=May 20, 2013|archive-date=May 20, 2013|archive-url=https://web.archive.org/web/20130520005321/http://techcrunch.com/2013/05/18/hell-no-tumblr-users-wont-go-to-yahoo/|url-status=live}}</ref> David Karp remained CEO and the deal was finalized on June 20, 2013.<ref>{{cite web |first = Marissa |last = Mayer |author-link = Marissa Mayer |url = http://yahoo.tumblr.com/post/50902111638/tumblr-yahoo |title = Tumblr. + Yahoo! = !! |date = May 20, 2013 |access-date = May 20, 2013 |archive-date = May 20, 2013 |archive-url = https://web.archive.org/web/20130520174948/http://yahoo.tumblr.com/post/50902111638/tumblr-yahoo |url-status = live }}</ref><ref>{{cite press release |title = Yahoo! to Acquire Tumblr |url = http://www.businesswire.com/news/home/20130520005659/en/Yahoo%21-Acquire-Tumblr |publisher = [[Yahoo!]] |date = May 20, 2013 |access-date = May 20, 2013 |archive-date = May 24, 2013 |archive-url = https://web.archive.org/web/20130524233627/http://www.businesswire.com/news/home/20130520005659/en/Yahoo%21-Acquire-Tumblr |url-status = live }}</ref> Advertising sales goals were not met and in 2016 Yahoo wrote down $712 million of Tumblr's value.<ref>{{Cite news|url=https://money.cnn.com/2016/07/18/technology/yahoo-q2-earnings-tumblr/|title=Yahoo 'screws it up,' writes down $482 million of Tumblr|last=Fiegerman|first=Seth|date=July 18, 2016|work=CNNMoney|access-date=December 18, 2017|archive-date=December 5, 2017|archive-url=https://web.archive.org/web/20171205133735/http://money.cnn.com/2016/07/18/technology/yahoo-q2-earnings-tumblr/|url-status=live}}</ref>

[[Verizon Communications]] acquired Yahoo in June 2017, and placed Yahoo and Tumblr under its [[Oath Inc.|Oath]] subsidiary.<ref name="Goel17">{{cite news|url=https://www.nytimes.com/2017/06/13/technology/yahoo-verizon-marissa-mayer.html|title=Verizon completes $4.48 billion purchase of Yahoo, ending an era|last1=Goel|first1=Vindu|date=June 13, 2017|newspaper=[[The New York Times]]|access-date=December 18, 2017|archive-date=December 10, 2017|archive-url=https://web.archive.org/web/20171210183631/https://www.nytimes.com/2017/06/13/technology/yahoo-verizon-marissa-mayer.html|url-status=live}}</ref><ref>{{cite web
|url=https://finance.yahoo.com/blogs/daily-ticker/yahoo-ceo-marissa-mayer-buys-tumblr-her-boldest-150522231.html
|title=Yahoo CEO Marissa Mayer Buys Tumblr–Her Boldest Move Yet
|date=May 20, 2013
|first=Henry
|last=Blodget
|work=Yahoo Finance
|access-date=July 2, 2016
|archive-date=March 5, 2016
|archive-url=https://web.archive.org/web/20160305022211/http://finance.yahoo.com/blogs/daily-ticker/yahoo-ceo-marissa-mayer-buys-tumblr-her-boldest-150522231.html
|url-status=live
}}</ref> Karp announced in November 2017 that he would be leaving Tumblr by the end of the year. Jeff D'Onofrio, Tumblr's president and COO, took over leading the company.<ref>{{cite web |first = Ingrid |last = Lunden | url = https://techcrunch.com/2017/11/27/david-karp-is-leaving-tumblr-by-the-end-of-the-year/ | title = David Karp is leaving Tumblr | date = November 28, 2017 | access-date = November 28, 2017 |archive-url = https://web.archive.org/web/20171128024050/https://techcrunch.com/2017/11/27/david-karp-is-leaving-tumblr-by-the-end-of-the-year/ |archive-date = November 28, 2017 |url-status = live |df = mdy-all}}</ref>

The site, along with the rest of the Oath division (renamed Verizon Media Group in 2019), continued to struggle under Verizon. In March 2019, [[SimilarWeb]] estimated Tumblr had lost 30% of its user traffic since December 2018, when the site had introduced a [[#Adult content|stricter content policy]] with heavier restrictions on adult content (which had been a notable draw to the service).<ref>{{Cite web|url=https://www.theverge.com/2019/3/14/18266013/tumblr-porn-ban-lost-users-down-traffic|title=After the porn ban, Tumblr users have ditched the platform as promised|last=Liao|first=Shannon|date=March 14, 2019|website=The Verge|access-date=March 14, 2019|archive-date=March 14, 2019|archive-url=https://web.archive.org/web/20190314204606/https://www.theverge.com/2019/3/14/18266013/tumblr-porn-ban-lost-users-down-traffic|url-status=live}}</ref>

In May 2019, it was reported that Verizon was considering selling the site due to its continued struggles since the purchase<ref>{{Cite web|last=Welch|first=Chris|date=May 2, 2019|title=Verizon is looking to sell Tumblr after squandering its potential|url=https://www.theverge.com/2019/5/2/18527177/verizon-seeking-tumblr-sale-rumor-blogging|url-status=live|archive-url=https://web.archive.org/web/20190503213750/https://www.theverge.com/2019/5/2/18527177/verizon-seeking-tumblr-sale-rumor-blogging|archive-date=May 3, 2019|access-date=May 3, 2019|website=The Verge}}</ref> (as it had done with another Yahoo property, [[Flickr]], via its sale to [[SmugMug]]). Following this news, [[Pornhub]]'s vice president publicly expressed interest in purchasing Tumblr, with a promise to reinstate the previous adult content policies.<ref>{{Cite web|url=https://arstechnica.com/information-technology/2019/05/pornhub-wants-to-buy-tumblr-and-restore-site-to-former-porn-filled-glory/|title=Pornhub wants to buy Tumblr and restore site to former porn-filled glory|last=Brodkin|first=Jon|date=May 3, 2019|website=Ars Technica|language=en-us|access-date=May 3, 2019|archive-date=May 3, 2019|archive-url=https://web.archive.org/web/20190503204516/https://arstechnica.com/information-technology/2019/05/pornhub-wants-to-buy-tumblr-and-restore-site-to-former-porn-filled-glory/|url-status=live}}</ref>

=== Automattic (2019–present) ===
On August 12, 2019, Verizon Media announced that it would sell Tumblr to [[Automattic]], the operator of blog service [[WordPress.com]] and corporate backer of the [[WordPress|open source blog software of the same name]]. The sale was for an undisclosed amount, but [[Axios (website)|Axios]] reported that the sale price was less than $3 million, less than 0.3% of Yahoo's original purchase price. Automattic CEO [[Matt Mullenweg]] stated that the site will operate as a complementary service to WordPress.com, and that there were no plans to reverse the content policy decisions made during Verizon ownership.<ref name="wordpressbought"/>

In November 2022, Mullenweg stated that Tumblr will add support for the decentralized social networking protocol [[ActivityPub]].<ref>{{Cite web |last=Perez |first=Sarah |date=2022-11-21 |title=Tumblr to add support for ActivityPub, the social protocol powering Mastodon and other apps |url=https://techcrunch.com/2022/11/21/tumblr-to-add-support-for-activitypub-the-social-protocol-powering-mastodon-and-other-apps/ |access-date=2022-12-05 |website=[[TechCrunch]] |archive-date=December 5, 2022 |archive-url=https://web.archive.org/web/20221205222023/https://techcrunch.com/2022/11/21/tumblr-to-add-support-for-activitypub-the-social-protocol-powering-mastodon-and-other-apps/ |url-status=live }}</ref> In November 2023, most of Tumblr's product development and marketing teams were transferred to other groups within Automattic. Mullenweg stated that focus would shift to core functionality and streamlining existing features.<ref>{{Cite web |last=Robertson |first=Adi |date=2023-11-09 |title=Tumblr is downscaling after failing to 'turn around' the site |url=https://www.theverge.com/2023/11/9/23954412/tumblr-downscaling-employees-transferred-automattic |access-date=2023-11-11 |website=The Verge |language=en}}</ref>

In February 2024, Automattic announced that it would begin selling user data from Tumblr and WordPress.com to [[Midjourney]] and [[OpenAI]]. Tumblr users are opted-in by default, with an option to opt out.<ref>{{Cite web |last=Cole |first=Samantha |date=2024-02-27 |title=Tumblr and WordPress to Sell Users' Data to Train AI Tools |url=https://www.404media.co/tumblr-and-wordpress-to-sell-users-data-to-train-ai-tools/ |access-date=2024-02-28 |website=404 Media |language=en}}</ref><ref>{{Cite web |date=2024-02-27|title=Staff |url=https://staff.tumblr.com/post/743510217982083072/hi-tumblr-its-tumblr-were-working-on-some |access-date=2024-02-28 |website=Tumblr |language=en-US}}</ref>

In August 2024, Automattic announced that it would migrate Tumblr's backend to an architecture derived from WordPress, in order to ease development and code sharing between the platforms. The company stated that this migration would not impact the service's user experience and content, and that users "won't even notice a difference from the outside".<ref>{{Cite web |last=Perez |first=Sarah |date=2024-08-28 |title=Tumblr to move its half a billion blogs to WordPress |url=https://techcrunch.com/2024/08/28/tumblr-to-move-its-half-a-billion-blogs-to-wordpress/?guccounter=1&guce_referrer=aHR0cHM6Ly9zbGFzaGRvdC5vcmcv&guce_referrer_sig=AQAAAM0tA_unomvNB4s2nbvt7IA4y-JYtDNIWAEKH7CJT0dS6TKhFS_xapzK__LrC8nPzIXLUWPLzc8Jbz3H_UeMrXvorP3q9N04LM3GinNUGk9LsKLOxKO6nAeju2hz6py3b_uGLc7-78iACKaoNQTinE7SvBwqoavdmmfmhCazXxmr |access-date=2024-08-28 |website=TechCrunch |language=en-US}}</ref> In January 2025, Mullenweg stated that the migration, once completed, would also "unlock" ActivityPub access for Tumblr, including native support for the company's official ActivityPub plugin for WordPress.<ref>{{Cite news |title=work in progress |url=https://wip.tumblr.com/post/773574776721702912/about-a-year-ago-wordpress-ceo-matt-mullenweg |archive-url=http://web.archive.org/web/20250131081827/https://wip.tumblr.com/post/773574776721702912/about-a-year-ago-wordpress-ceo-matt-mullenweg |archive-date=2025-01-31 |access-date=2025-02-09 |work=Tumblr}}</ref>

In April 2025, Automattic announced layoffs for 16% of its workforce, reducing a large portion of Tumblr staff.<ref>{{Cite web |date=2025-04-02 |title=Restructuring Announcement |url=https://automattic.com/2025/04/02/restructuring-announcement/ |access-date=2025-04-08 |website=Automattic |language=en}}</ref>

==Features==
===Blog management===
* '''Dashboard''': The dashboard is the primary tool for the typical Tumblr user. It is a live feed of recent posts from blogs that they follow.<ref>{{cite web | url=http://www.statista.com/statistics/221565/total-cumulative-number-of-tumblr-posts/ | title=Cumulative total of Tumblr posts between May 2011 and April 2013 (in billions) | publisher=Statista | access-date=May 21, 2013 | archive-date=May 18, 2013 | archive-url=https://web.archive.org/web/20130518034033/http://www.statista.com/statistics/221565/total-cumulative-number-of-tumblr-posts/ | url-status=live }}</ref> Through the dashboard, users are able to comment, reblog, and like posts from other blogs that appear on their dashboard. The dashboard allows the user to upload text posts, images, videos, quotes, or links to their blog with a click of a button displayed at the top of the dashboard. Users are also able to connect their blogs to their [[Twitter]] and [[Facebook]] accounts, so that whenever they make a post, it will also be sent as a tweet and a status update.<ref name="Tumblr Help: Posts">{{cite web|title=Tumblr Help: Posts|url=http://www.tumblr.com/docs/en/advanced_post_options|publisher=Tumblr.com|access-date=January 27, 2014|archive-date=January 22, 2014|archive-url=https://web.archive.org/web/20140122010141/http://www.tumblr.com/docs/en/advanced_post_options|url-status=live}}</ref> As of June 2022, users can also turn off reblogs on specific posts through the dashboard.<ref>{{cite web |last1=Sato |first1=Mia |title=Tumblr is adding a feature to disable reblogs of posts |url=https://www.theverge.com/2022/6/2/23151990/tumblr-disable-reblog-controls-settings |website=The Verge |date=June 2, 2022 |access-date=June 2, 2022 |archive-date=June 2, 2022 |archive-url=https://web.archive.org/web/20220602193426/https://www.theverge.com/2022/6/2/23151990/tumblr-disable-reblog-controls-settings |url-status=live }}</ref>
* '''Queue''': Users are able to set up a schedule to delay posts that they make. They can spread their posts over several hours or even days.<ref name="Tumblr Help: Posts"/>
* '''Tags''': Users can help their audience find posts about certain topics by adding [[Hashtag|tags]]. If someone were to upload a picture to their blog and wanted their viewers to find pictures, they would add the tag #picture, and their viewers could use that word to search for posts with the tag #picture.
* '''HTML editing''': Tumblr allows users to edit their blog's theme using [[HTML]] to control the appearance of their blog. Custom themes are able to be shared and used by other users, or sold.
* '''Custom domains:''' Tumblr allows users to use custom domains for their blogs. Users must purchase a domain from Tumblr Domains, an in-house registrar that provides domains that can only be used with Tumblr unless removed from the user's blog and transferred to another registrar. Blogs previously were able to be linked with any domain/subdomain from any registrar, however following the introduction of the Tumblr Domains service, now requires you to purchase a domain directly from Tumblr to be used with a blog. Users who kept their blogs connected to a domain after the introduction got to keep their custom domain, as long as they don't disconnect it from Tumblr or let the domain expire.<ref>{{Cite web|url=https://help.tumblr.com/knowledge-base/legacy-domains/|title=Legacy Domains – Tumblr Help Center|website=We now offer custom domains directly on Tumblr. Get a Tumblr Domain now to be the home address for all your chaos! Rest assured that your already connected domains will remain functional. Learn more. Legacy custom domains are domains registered outside of Tumblr that were connected to a Tumblr blog before we introduced Tumblr Domains.…}}</ref><ref>{{Cite web |last=staff |date=2023-06-20 |title=Tumblr Domains: That thing you do in the place they already know |url=https://staff.tumblr.com/post/720657694645714944/tumblr-domains-that-thing-you-do-in-the-place |access-date=2023-10-15 |website=Tumblr}}</ref>

=== Tags ===
The tagging system on the website operates on a hybrid tagging system, involving both self-tagging (user write their own tags on their posts) and an auto-manual function (the website will recommend popular tags and ones that the user has used before.) Only the first 20 tags added to any post will be indexed by the site. The tags are prefaced by a hashtag and separated by commas, and spaces and special characters are allowed, but only up to 140 characters total per tag.<ref name=":02">{{Cite journal |last1=Price |first1=Ludi |last2=Robinson |first2=Lyn |date=January 1, 2021 |title=Tag analysis as a tool for investigating information behaviour: comparing fan-tagging on Tumblr, Archive of Our Own and Etsy |url=https://openaccess.city.ac.uk/id/eprint/25454/1/_system_appendPDF_proof_hi%20%281%29.pdf |journal=Journal of Documentation |language=en |volume=77 |issue=2 |pages=320–358 |doi=10.1108/JD-05-2020-0089 |s2cid=232145097 |issn=0022-0418 |access-date=March 28, 2022 |url-access= }}</ref>

There are two main types used by Tumblr users: descriptive tagging, and opinion or commentary tagging. Descriptive tags are usually introduced by the original poster, and describe what is in the post (e.g. #art, #sky). These are important for the original poster to use, so their post will be indexed and searchable by others wishing to view that subject of content.

Tags used as a form of communication are unique to Tumblr, and are typically more personal, expressing opinions, reactions, meta-commentary, background information, and more. Instead of adding onto the reblogged post (with their comments becoming an addition to each subsequent reblog from them) a user may add their comments in the tags, not changing the content or appearance of the original post in any way. Not all users choose to use tags this way, but those who do use tags for commentary may prefer it over adding a comment on the actual post.<ref name=":02" /><ref>{{Cite journal |last=Bourlai |first=Elli E. |date=April 1, 2018 |title='Comments in Tags, Please!': Tagging practices on Tumblr  |journal=Discourse, Context & Media |language=en |volume=22 |pages=46–56 |doi=10.1016/j.dcm.2017.08.003 }}</ref>

===Mobile===
With Tumblr's 2009 acquisition of Tumblerette, an [[iOS]] application created by Jeff Rock and Garrett Ross, the service launched its official [[iPhone]] app.<ref name=Mashable>{{cite web|last=Van Grove|first=Jennifer|title=Tumblr Rebrands Tumblerette and Releases Free iPhone App|website=[[Mashable]]|date=February 25, 2009|url=http://mashable.com/2009/02/25/tumblr-iphone-app/|access-date=March 22, 2011|archive-date=April 27, 2017|archive-url=https://web.archive.org/web/20170427095958/http://mashable.com/2009/02/25/tumblr-iphone-app/|url-status=live}}</ref><ref name="Tumblr Staff Blog">{{cite web|title=Tumblerette is now the official Tumblr iPhone App! (and it's free!)|date=February 25, 2009|url=http://staff.tumblr.com/post/81463386/iphone-app|access-date=March 22, 2011|archive-date=July 31, 2010|archive-url=https://web.archive.org/web/20100731014931/http://staff.tumblr.com/post/81463386/iphone-app|url-status=live}}</ref> The site became available to [[BlackBerry]] smartphones on April 17, 2010, via a Mobelux application in [[BlackBerry World]]. In June 2012, Tumblr released a new version of its iOS app, Tumblr 3.0, allowing support for [[Spotify]] integration, hi-res images and offline access.<ref>{{cite web |title = Better, Stronger, Faster: Tumblr 3.0 For iPhone Has Arrived |first = Sarah |last = Perez |url = https://techcrunch.com/2012/06/21/better-stronger-faster-tumblr-3-0-for-iphone-has-arrived/ |work = [[TechCrunch]] |date = June 21, 2012 |access-date = July 18, 2012 |archive-url = https://web.archive.org/web/20120724135255/http://techcrunch.com/2012/06/21/better-stronger-faster-tumblr-3-0-for-iphone-has-arrived/ |archive-date = July 24, 2012 |url-status = live |df = mdy-all }}</ref> An app for [[Android (operating system)|Android]] is also available.<ref>{{cite news |title = Tumblr rolls out its newfangled Android app |first = Dara |last = Kerr |url = http://news.cnet.com/8301-1035_3-57578553-94/tumblr-rolls-out-its-newfangled-android-app/ |work = [[CNET]] |date = April 8, 2013 |access-date = April 24, 2013 |archive-url = https://web.archive.org/web/20130530184528/http://news.cnet.com/8301-1035_3-57578553-94/tumblr-rolls-out-its-newfangled-android-app/ |archive-date = May 30, 2013 |url-status = live |df = mdy-all }}</ref> A [[Windows Phone]] app was released on April 23, 2013.<ref>{{cite news |title = Tumblr comes to Windows Phone with lock screen, live tile enhancements |first = Chris |last = Welch |url = https://www.theverge.com/2013/4/23/4256908/tumblr-app-windows-phone-now-available |work = [[The Verge]] |date = April 23, 2013 |access-date = April 24, 2013 |archive-url = https://web.archive.org/web/20130424193724/http://www.theverge.com/2013/4/23/4256908/tumblr-app-windows-phone-now-available |archive-date = April 24, 2013 |url-status = live |df = mdy-all }}</ref> An app for [[Google Glass]] was released on May 16, 2013.<ref>{{cite news |title = Google: Check out our new Glassware like Tumblr |first = Shara |last = Tibken |url = http://news.cnet.com/8301-1023_3-57584885-93/google-check-out-our-new-glassware-like-tumblr/ |work = [[CNET]] |publisher = [[CBS Interactive]] |date = May 16, 2013 |access-date = May 17, 2013 |archive-url = https://web.archive.org/web/20130915015624/http://news.cnet.com/8301-1023_3-57584885-93/google-check-out-our-new-glassware-like-tumblr/ |archive-date = September 15, 2013 |url-status = live |df = mdy-all }}</ref>

=== Inbox and messaging ===
Tumblr blogs have the option to allow users to submit questions, either as themselves or anonymously, to the blog for a response. Tumblr also previously offered a "fan mail" function, allowing users to send messages to blogs that they followed.<ref name=vb-fanmail>{{cite web|title=Tumblr releases Fan Mail for private messaging|url=https://venturebeat.com/2012/01/04/tumblr-fan-mail/|website=VentureBeat|access-date=November 11, 2015|date=January 4, 2012|archive-date=March 4, 2016|archive-url=https://web.archive.org/web/20160304110711/http://venturebeat.com/2012/01/04/tumblr-fan-mail/|url-status=live}}</ref><ref name=tc-inbox>{{cite web|title=Tumblr Rolls Out Instant Messaging On Both Web And Mobile|url=https://techcrunch.com/2015/11/10/tumblr-rolls-out-instant-messaging-on-both-web-and-mobile/|website=TechCrunch|date=November 10, 2015 |publisher=AOL|access-date=November 11, 2015|archive-date=April 27, 2017|archive-url=https://web.archive.org/web/20170427100959/https://techcrunch.com/2015/11/10/tumblr-rolls-out-instant-messaging-on-both-web-and-mobile/|url-status=live}}</ref>

On November 10, 2015, Tumblr introduced an integrated [[instant messaging]] function, allowing users to chat with other Tumblr users. The feature was rolled out in a "viral" manner; it was initially made available to a group of 1,500 users, and other users could receive access to the messaging system if they were sent a message by any user that had received access to the system itself. The messaging platform replaces the fan mail system, which was deprecated.<ref name=verge-messaging>{{cite web|title=Tumblr launches instant messaging on Android, iOS, and the web|url=https://www.theverge.com/2015/11/10/9706232/tumblr-instant-messaging-announced|website=The Verge|publisher=Vox Media|date=November 10, 2015|access-date=November 11, 2015|archive-date=November 12, 2015|archive-url=https://web.archive.org/web/20151112015147/http://www.theverge.com/2015/11/10/9706232/tumblr-instant-messaging-announced|url-status=live}}</ref> The ability to send posts to others via the Dashboard was added the following month.<ref>{{Cite news|url=https://thenextweb.com/apps/2015/12/10/tumblr-now-lets-you-send-posts-as-messages-and-supports-live-photos-on-ios/|title=Tumblr now lets you send posts as messages, and supports Live Photos on iOS|last=Swanner|first=Nate|date=December 10, 2015|work=The Next Web|access-date=April 24, 2018|language=en-US|archive-date=April 25, 2018|archive-url=https://web.archive.org/web/20180425022507/https://thenextweb.com/apps/2015/12/10/tumblr-now-lets-you-send-posts-as-messages-and-supports-live-photos-on-ios/|url-status=live}}</ref>

===Discontinued features===
In May 2012, Tumblr launched Storyboard, a blog managed by an in-house editorial team which features stories and videos about noteworthy blogs and users on Tumblr.<ref>{{cite web |title = Tumblr's editorial hires lead to "Storyboard," a hub to feature creative users |first = Harrison |last = Weber |url = https://thenextweb.com/apps/2012/05/07/tumblrs-editorial-hires-lead-to-storyboard-a-hub-to-feature-creative-users/ |work = The Next Web |date = May 7, 2012 |access-date = April 13, 2013 |archive-url = https://web.archive.org/web/20130415000404/http://thenextweb.com/apps/2012/05/07/tumblrs-editorial-hires-lead-to-storyboard-a-hub-to-feature-creative-users/ |archive-date = April 15, 2013 |url-status = live |df = mdy-all }}</ref> In April 2013, Storyboard was shut down.<ref>{{cite web |title = Tumblr Kills Storyboard; Editorial Employees Will Be 'Moving On' |first = Kelly |last = Faircloth |url = http://betabeat.com/2013/04/tumblr-editorial-layoffs-storyboard-david-karp/ |work = [[Betabeat]] |date = April 9, 2013 |access-date = April 13, 2013 |archive-url = https://web.archive.org/web/20130413001044/http://betabeat.com/2013/04/tumblr-editorial-layoffs-storyboard-david-karp/ |archive-date = April 13, 2013 |url-status = live |df = mdy-all }}</ref>

In March 2018, Tumblr began to syndicate original video content from Verizon-owned video network [[go90]], as part of an ongoing integration of Oath properties, and reported plans to wind down go90 in favor of using Oath properties to distribute its content instead. This made the respective content available internationally, since go90 is a U.S.-only service. Go90 shut down at the end of the following July.<ref>{{Cite news|url=https://digiday.com/media/verizon-turns-tumblr-original-show-hub-go90-struggled-become/|title=With Go90 flatlining, Verizon sees Tumblr as home to original digital video programs|date=April 20, 2018|work=[[Digiday]]|access-date=April 24, 2018|language=en-US|archive-date=June 29, 2018|archive-url=https://web.archive.org/web/20180629235954/https://digiday.com/media/verizon-turns-tumblr-original-show-hub-go90-struggled-become/|url-status=live}}</ref><ref>{{Cite news|url=https://variety.com/2018/digital/news/oath-ceo-tim-armstrong-go90-1202696674/|title=Oath CEO Tim Armstrong Casts Doubt on Future of Go90|last=Roettgers|first=Janko|date=February 13, 2018|work=Variety|access-date=April 24, 2018|language=en-US|archive-date=April 24, 2018|archive-url=https://web.archive.org/web/20180424135918/http://variety.com/2018/digital/news/oath-ceo-tim-armstrong-go90-1202696674/|url-status=live}}</ref>

In November 2019, Tumblr introduced "group chats"—[[ephemeral]] [[chat room]]s surfaced via searches, designed to allow users to share content in real-time with users who share their interests. Posts would disappear after 24 hours and could not be edited.<ref>{{Cite web|url=https://www.polygon.com/2019/11/6/20947674/tumblr-feature-group-chats-search-moderation|title=Tumblr just added a group chat function|last=Radulovic|first=Petrana|date=November 6, 2019|website=Polygon|language=en|access-date=January 2, 2020|archive-date=January 2, 2020|archive-url=https://web.archive.org/web/20200102071147/https://www.polygon.com/2019/11/6/20947674/tumblr-feature-group-chats-search-moderation|url-status=live}}</ref> The group chat function was discontinued on September 22, 2021.<ref>{{cite web |url=https://tumblr.zendesk.com/hc/en-us/articles/360011864353-Group-Chats |title=Group Chats |publisher=Tumblr Help Centre |access-date=April 24, 2022 |url-status=live |archive-url=https://archive.today/20220424161834/https://tumblr.zendesk.com/hc/en-us/articles/360011864353-Group-Chats |archive-date=April 24, 2022}}</ref><ref>{{cite web |url=https://staff.tumblr.com/post/661879317474721792/all-good-things |title=All good things... |date=September 9, 2021 |publisher=Tumblr Staff blog |access-date=April 24, 2022 |url-status=live |archive-url=https://archive.today/20220424161851/https://staff.tumblr.com/post/661879317474721792/all-good-things |archive-date=April 24, 2022}}</ref>

On July 21, 2021, Tumblr launched Post+ for some beta users, allowing bloggers to monetize their content.<ref>{{cite web |url=https://techcrunch.com/2021/07/21/tumblr-debuts-post-a-subscription-service-for-gen-z-creators |title=Tumblr debuts Post+, a subscription service for Gen Z creators |work=TechCrunch |last=Silberling |first=Amanda |date=July 21, 2021 |access-date=August 31, 2021 |archive-date=August 20, 2021 |archive-url=https://web.archive.org/web/20210820070815/https://techcrunch.com/2021/07/21/tumblr-debuts-post-a-subscription-service-for-gen-z-creators/ |url-status=live }}</ref><ref>{{cite web |url=https://gizmodo.com/tumblr-now-allows-creators-to-charge-for-content-you-kn-1847337448 |title=Tumblr Now Allows Creators to Charge for Content—You Know, Except for Porn, Which Is Still Banned |work=Gizmodo |last=McKay |first=Tom |date=July 21, 2021 |access-date=August 31, 2021 |archive-date=August 14, 2021 |archive-url=https://web.archive.org/web/20210814073750/https://gizmodo.com/tumblr-now-allows-creators-to-charge-for-content-you-kn-1847337448 |url-status=live }}</ref> Post+ was removed in January 2024 due to low usage.<ref>{{Cite web |title=TumblrPost+ |url=https://postplus.tumblr.com/home |access-date=2024-02-22 |website=Tumblr}}</ref>

At the end of 2022, Tumblr announced a [[livestreaming]] service called Tumblr Live.<ref>{{Cite web |last=Robertson |first=Adi |date=2022-12-19 |title=Tumblr is launching a livestreaming feature |url=https://www.theverge.com/2022/12/19/23517656/tumblr-live-livestreaming-livebox-meet-group-feature-ios-android |access-date=2023-09-30 |website=The Verge |language=en-US}}</ref> Tumblr Live was an adapted version of [[The Meet Group]]'s product Livebox.<ref>{{Cite web |last=King |first=Ashley |date=2022-12-21 |title=Tumblr Joins Livestreaming Band Wagon with New Service |url=https://www.digitalmusicnews.com/2022/12/20/tumblr-launches-live-streaming/ |access-date=2023-09-30 |website=Digital Music News |language=en-US}}</ref> In 2024, Tumblr announced that they would be discontinuing Tumblr Live as of January 24, with options for users to migrate to [[MeetMe]].<ref>{{Cite web |title=Tumblr Live Is Shutting Down - Help Center |url=https://help.tumblr.com/hc/en-us/articles/20438412142999-Tumblr-Live-Is-Shutting-Down |access-date=11 January 2024 |website=Tumblr Help Center}}</ref>

A feature that allowed users to [[gratuity|tip]] small amounts of money to other users, introduced in February 2022, was removed on June 1, 2024 due to low usage.<ref>{{Cite web |last=changes |date=May 2024 |title=Tipping is going away on June 1, 2024 |url=https://changes.tumblr.com/post/749295377342251008/tipping-is-going-away-on-june-1-2024 |access-date=2024-05-08 |website=Tumblr}}</ref>

==Usage==
[[File:Tumblr blog post on an informational screen inside of an NS train, Utrecht Central Station (2019) 02.jpg|thumb|A Tumblr blog post shown on an [[Passenger information system|information screen]] in a Dutch train station, 2019]]
Tumblr has been noted for the socially progressive views of its users.<ref>{{Cite web|url=https://www.forbes.com/sites/masonsands/2018/12/20/tumblocalypse-where-tumblr-and-its-users-are-headed-after-the-ban/|title=Tumblocalypse: Where Tumblr And Its Users Are Headed After The Ban|last=Sands|first=Mason|website=Forbes|language=en|access-date=September 27, 2019|archive-date=September 27, 2019|archive-url=https://web.archive.org/web/20190927163058/https://www.forbes.com/sites/masonsands/2018/12/20/tumblocalypse-where-tumblr-and-its-users-are-headed-after-the-ban/|url-status=live}}</ref><ref>{{Cite web|url=https://psmag.com/social-justice/how-tumblr-taught-social-justice-to-a-generation-of-teenagers|title=How Tumblr Taught Social Justice to a Generation of Teenagers|last=Sarappo|first=Emma|website=Pacific Standard|date=December 13, 2018 |language=en|access-date=September 27, 2019|archive-date=September 27, 2019|archive-url=https://web.archive.org/web/20190927163101/https://psmag.com/social-justice/how-tumblr-taught-social-justice-to-a-generation-of-teenagers|url-status=live}}</ref> In 2011, the service was most popular with the teen and college-aged user segments with half of Tumblr's visitor base being under the age of 25.<ref>{{cite web |title = Tumblr Defies its Name as User Growth Accelerates |first = Andrew |last = Lipsman |url = http://blog.comscore.com/2011/08/tumblr_user_growth_accelerates.html |publisher = [[comScore]] |date = August 30, 2011 |access-date = January 6, 2012 |archive-url = https://web.archive.org/web/20120106113506/http://blog.comscore.com/2011/08/tumblr_user_growth_accelerates.html |archive-date = January 6, 2012 |url-status = dead |df = mdy-all }}</ref> In April 2013, the website received more than 13 billion global page views.<ref>{{cite news|url=https://www.washingtonpost.com/business/economy/yahoos-board-approves-11-billion-purchase-of-tumblr-wsj-says/2013/05/19/696bdc94-c0ba-11e2-8bd8-2788030e6b44_story.html|title=Yahoo's board approves $1.1 billion purchase of Tumblr, WSJ says|author=MacMillan, Douglas|date=May 19, 2013|newspaper=The Washington Post|access-date=May 20, 2013|archive-date=May 20, 2013|archive-url=https://web.archive.org/web/20130520014227/http://www.washingtonpost.com/business/economy/yahoos-board-approves-11-billion-purchase-of-tumblr-wsj-says/2013/05/19/696bdc94-c0ba-11e2-8bd8-2788030e6b44_story.html|url-status=live}}</ref>

User activity, measured by the number of blog posts per quarter, peaked at over 100 million in early 2014 and declined in each of the next three years, to approximately 30 million by October 2018.<ref>{{Cite web | url=https://www.statista.com/statistics/221565/total-cumulative-number-of-tumblr-posts/ | title=Tumblr: Total number of posts 2018 &#124; Statistic | access-date=December 14, 2018 | archive-date=April 27, 2017 | archive-url=https://web.archive.org/web/20170427100237/https://www.statista.com/statistics/221565/total-cumulative-number-of-tumblr-posts/ | url-status=live }}</ref>

{{As of|May 2019}}, Tumblr hosted over 465 million blogs and more than 172 billion posts in total<ref name="about">{{cite web|url=http://www.tumblr.com/about|title=About Us|publisher=Tumblr|access-date=May 6, 2019|archive-date=April 26, 2013|archive-url=https://web.archive.org/web/20130426211306/http://www.cybersecurity.ru/net/170058.html|url-status=live}}</ref> with over 21 million posts created on the site each day.<ref name="press">{{cite web|title=Press Information|url=http://www.tumblr.com/press|url-status=live|archive-url=https://web.archive.org/web/20120508023450/http://www.tumblr.com/press|archive-date=May 8, 2012|access-date=May 6, 2019|publisher=Tumblr}}</ref>

According to then-CEO Jeff D’Onofrio, members of [[Generation Z]] made up 48% of active and 61% of new users, reflecting a resurgence in activity on the platform.<ref>{{cite news|first1=Kyle|last1=Chayka|access-date=2024-11-20|title=How Tumblr Became Popular for Being Obsolete|url=https://www.newyorker.com/culture/infinite-scroll/how-tumblr-became-popular-for-being-obsolete#:~:text=Tumblr%2520is%2520something%2520like%2520an,of%2520others%2520doing%2520the%2520same.|newspaper=The New Yorker|date=14 January 2022|issn=0028-792X|via=www.newyorker.com}}</ref>

=== LGBTQ+ content and community ===
Multiple researchers looking into Tumblr have found that the website is often used for community-building and a place to explore identity formation and gender expression for [[LGBT]] groups.<ref>{{Cite journal |last1=Jacobsen |first1=Kai |last2=Devor |first2=Aaron |last3=Hodge |first3=Edwin |date=January 1, 2022 |title=Who Counts as Trans? A Critical Discourse Analysis of Trans Tumblr Posts |url=http://journals.sagepub.com/doi/10.1177/01968599211040835 |journal=Journal of Communication Inquiry |language=en |volume=46 |issue=1 |pages=60–81 |doi=10.1177/01968599211040835 |s2cid=238694667 |issn=0196-8599 |access-date=March 28, 2022 |archive-date=March 1, 2022 |archive-url=https://web.archive.org/web/20220301012716/https://journals.sagepub.com/doi/10.1177/01968599211040835 |url-status=live |hdl=1828/14709 |hdl-access=free }}</ref> Prior to the 2018 adult content ban, transgender users posted their personal gender transitioning experiences, including photos of post gender-confirming surgery and the healing process.

Many users felt that the ability to be anonymous, or cultivate the identity they were transitioning to, made posting personal information to the website acceptable and safe.<ref>{{Cite journal |last1=Haimson |first1=Oliver L. |last2=Dame-Griff |first2=Avery |last3=Capello |first3=Elias |last4=Richter |first4=Zahari |date=April 3, 2021 |title=Tumblr was a trans technology: the meaning, importance, history, and future of trans technologies |url=https://www.tandfonline.com/doi/full/10.1080/14680777.2019.1678505 |journal=Feminist Media Studies |language=en |volume=21 |issue=3 |pages=345–361 |doi=10.1080/14680777.2019.1678505 |s2cid=210453034 |issn=1468-0777 |access-date=March 28, 2022 |archive-date=April 6, 2022 |archive-url=https://web.archive.org/web/20220406134720/https://www.tandfonline.com/doi/full/10.1080/14680777.2019.1678505 |url-status=live |hdl=2027.42/153782 |hdl-access=free }}</ref> In more recent times however the LGBTQ+ community on tumblr has been subject to transphobic moderation practices, including actions by Matt Mullenweg, the most recent CEO.<ref name="deLunaElizabeth">{{Cite web |last=de Luna |first=Elizabeth |date=February 24, 2024 |title=Tumblr CEO's public 'meltdown' is mocked, memed by users |url=https://mashable.com/article/tumblr-transphobia-matt-mullenweg |access-date=May 7, 2025 |website=Mashable}}</ref><ref>{{Cite web |date=February 24, 2024 |title=A message from a few of the trans staff at Tumblr & Automattic |url=https://www.tumblr.com/staff/743224389484625920/a-message-from-a-few-of-the-trans-staff-at-tumblr?source=share |access-date=May 7, 2025 |website=Tumblr}}</ref>

=== Adult content ===
At the time of its acquisition by Yahoo, Tumblr was described by technology journalists as having a sizable amount of [[pornography|pornographic content]].<ref>{{cite web |title=Why Yahoo Doesn't Think Tumblr Has a Porn Problem |first=Peter |last=Kafka |url=http://allthingsd.com/20130518/why-yahoo-doesnt-think-tumblr-has-a-porn-problem/ |work=[[All Things Digital]] |date=May 18, 2013 |access-date=June 16, 2013 |archive-url=https://web.archive.org/web/20130622063240/http://allthingsd.com/20130518/why-yahoo-doesnt-think-tumblr-has-a-porn-problem/ |archive-date=June 22, 2013 |url-status=live }}</ref><ref>{{cite news |title=Yahoo to Buy Tumblr for $1.1 Billion |first1=Michael J. |last1=de la Merced |first2=Nick |last2=Bilton |first3=Nicole |last3=Perlroth |url=http://www.nytimes.com/2013/05/20/technology/yahoo-to-buy-tumblr-for-1-1-billion.html?pagewanted=all&_r=1& |newspaper=[[The New York Times]] |page=A1 |date=May 19, 2013 |access-date=June 16, 2013 |archive-url=https://web.archive.org/web/20130609192322/http://www.nytimes.com/2013/05/20/technology/yahoo-to-buy-tumblr-for-1-1-billion.html?pagewanted=all&_r=1& |archive-date=June 9, 2013 |url-status=live }}</ref> An analysis conducted by news and technology site TechCrunch on May 20, 2013, showed that over 22% of all traffic in and out of Tumblr was classified as pornography. In addition, a reported 16.45% of blogs on Tumblr exclusively contained pornographic material.<ref>{{cite news |title=Tumblr's Adult Fare Accounts For 11.4% Of Site's Top 200K Domains, Adult Sites Are Leading Category Of Referrals |url=https://techcrunch.com/2013/05/20/tumblrs-adult-fare-accounts-for-11-4-of-sites-top-200k-domains-tumblrs-adult-fare-accounts-for-11-4-of-sites-top-200k-domains-adults-sites-are-leading-category-of-referrals/ |work=TechCrunch |date=May 20, 2013 |access-date=June 25, 2017 |archive-date=July 6, 2017 |archive-url=https://web.archive.org/web/20170706171721/https://techcrunch.com/2013/05/20/tumblrs-adult-fare-accounts-for-11-4-of-sites-top-200k-domains-tumblrs-adult-fare-accounts-for-11-4-of-sites-top-200k-domains-adults-sites-are-leading-category-of-referrals/ |url-status=live }}</ref>

Following July 2013 and its acquisition by Yahoo, Tumblr progressively restricted adult content on the site. In July 2013, Tumblr began to filter content in adult-tagged blogs from appearing in search results and tagged displays unless the user was logged in. In February 2018, Safe Mode (which filters "sensitive" content and blogs) became enabled by default for all users on an opt-out basis.<ref>{{Cite news|url=https://www.vice.com/en/article/turning-tumblr-safe-mode-on-by-default/|title=Tumblr Is Turning 'Safe Mode' on by Default for Everyone|date=February 8, 2018|work=Motherboard|access-date=December 4, 2018|language=en-us|archive-date=December 4, 2018|archive-url=https://web.archive.org/web/20181204053839/https://motherboard.vice.com/en_us/article/3k7qe5/turning-tumblr-safe-mode-on-by-default|url-status=live}}</ref>

On December 3, 2018, Tumblr announced that effective December 17, all images and videos depicting sex acts, and real-life images and videos depicting human genitalia or "female-presenting" nipples, would be banned from the service. Exceptions are provided for illustrations or art that depict nudity, nudity related to "political or newsworthy speech", and depictions of "female-presenting" nipples in relation to medical events such as [[childbirth]], [[breastfeeding]], [[mastectomy]] and [[gender reassignment surgery]]. The rules do not apply to text content.

All posts in violation of the policy are hidden from public view, and repeat offenders may be reprimanded.<ref name="Liao-2018">{{Cite news|last= Liao|first=Shannon |url=https://www.theverge.com/2018/12/3/18123752/tumblr-adult-content-porn-ban-date-explicit-changes-why-safe-mode|title=Tumblr will ban all adult content on December 17th|work=The Verge|access-date=December 3, 2018|archive-date=December 3, 2018|archive-url=https://web.archive.org/web/20181203174122/https://www.theverge.com/2018/12/3/18123752/tumblr-adult-content-porn-ban-date-explicit-changes-why-safe-mode|url-status=live}}</ref><ref>{{cite web|url=https://tumblr.zendesk.com/hc/en-us/articles/231885248-Sensitive-content|title=Adult content|website=Tumblr Help Center|language=en-US|access-date=December 3, 2018|archive-date=December 2, 2018|archive-url=https://web.archive.org/web/20181202171054/https://tumblr.zendesk.com/hc/en-us/articles/231885248-Sensitive-content|url-status=live}}</ref> Shortly prior to the announcement, Tumblr's [[Android (operating system)|Android]] app was patched to remove the ability to disable Safe Mode.<ref name=":1" />

The change faced wide criticism among Tumblr's community; in particular, it has been argued that the service should have focused on other major issues (such as controlling [[hate speech]] or the number of porn-related [[spambot]]s on the service), and that the service's adult community provided a platform for [[sex education]], independent adult performers (especially those representing [[LGBT]] communities who feel that they are under-represented by a [[heteronormative]] mainstream industry) seeking an outlet for their work, and those seeking a safe haven from "over-policed" platforms to share creative work with adult themes.<ref>{{Cite news|url=https://www.vice.com/en/article/apple-tumblr-porn-nsfw-adult-content-banned/|title=Apple Sucked Tumblr Into Its Walled Garden, Where Sex Is Bad|date=December 3, 2018|work=Motherboard|access-date=December 4, 2018|language=en-us|archive-date=December 4, 2018|archive-url=https://web.archive.org/web/20181204013942/https://motherboard.vice.com/en_us/article/a3mjxg/apple-tumblr-porn-nsfw-adult-content-banned|url-status=live}}</ref><ref>{{Cite news|url=https://arstechnica.com/gaming/2018/12/verizon-takes-aim-at-tumblrs-kneecaps-bans-all-adult-content/|title=Verizon takes aim at Tumblr's kneecaps, bans all adult content|work=Ars Technica|access-date=December 4, 2018|language=en-us|archive-date=December 3, 2018|archive-url=https://web.archive.org/web/20181203211608/https://arstechnica.com/gaming/2018/12/verizon-takes-aim-at-tumblrs-kneecaps-bans-all-adult-content/|url-status=live}}</ref><ref>{{cite web|url=https://www.theverge.com/2018/12/6/18127869/tumblr-livejournal-porn-ban-strikethrough|title=Tumblr's porn ban could be its downfall — after all, it happened to LiveJournal|last=Stephen|first=Bijan|date=December 6, 2018|website=The Verge|access-date=December 6, 2018|archive-date=December 6, 2018|archive-url=https://web.archive.org/web/20181206185852/https://www.theverge.com/2018/12/6/18127869/tumblr-livejournal-porn-ban-strikethrough|url-status=live}}</ref>

Tumblr stated that it was using various algorithms to detect potential violations, in combination with manual reviews.<ref name=":1" /> Users quickly discovered a wide array of [[false positive]]s.<ref>{{cite web|url=https://www.vice.com/en/article/tumblrs-algorithm-thinks-vomiting-unicorns-raw-chicken-and-boot-cleaners-are-porn/|title=Tumblr's Algorithm Thinks Vomiting Unicorns, Raw Chicken, and Boot Cleaners Are Porn|last1=Rogers|first1=Kaleigh|last2=Koebler|first2=Jason|date=December 4, 2018|website=Motherboard|language=en-US|access-date=December 6, 2018|archive-date=December 6, 2018|archive-url=https://web.archive.org/web/20181206000232/https://motherboard.vice.com/en_us/article/a3mn7p/tumblrs-algorithm-thinks-vomiting-unicorns-raw-chicken-and-boot-cleaners-are-porn|url-status=live}}</ref><ref>{{cite web|url=https://www.polygon.com/2018/12/4/18125997/tumblr-nsfw-guidelines-flagging-algorithm|title=Tumblr's wonky algorithm is flagging innocent posts as adult content|last=Radulovic|first=Petrana|date=December 4, 2018|website=Polygon|access-date=December 6, 2018|archive-date=December 5, 2018|archive-url=https://web.archive.org/web/20181205130707/https://www.polygon.com/2018/12/4/18125997/tumblr-nsfw-guidelines-flagging-algorithm|url-status=live}}</ref><ref>{{Cite magazine|url=https://www.wired.com/story/tumblr-porn-ai-adult-content/|title=Tumblr's Porn-Detecting AI Has One Job—and It's Bad at It|last=Matsakis|first=Louise|date=December 5, 2018|magazine=Wired|access-date=December 6, 2018|issn=1059-1028|archive-date=December 6, 2018|archive-url=https://web.archive.org/web/20181206043315/https://www.wired.com/story/tumblr-porn-ai-adult-content/|url-status=live}}</ref> A large number of users scheduled protest actions on December 17.<ref>{{cite web|url=https://www.polygon.com/2018/12/17/18144625/tumblr-nsfw-guidelines-ban-protest|title=Tumblr users are logging off to protest new guidelines, but will it work?|last=Radulovic|first=Petrana|date=December 17, 2018|website=Polygon|access-date=December 18, 2018|archive-date=December 18, 2018|archive-url=https://web.archive.org/web/20181218010604/https://www.polygon.com/2018/12/17/18144625/tumblr-nsfw-guidelines-ban-protest|url-status=live}}</ref>

On the day the ban took effect, Tumblr issued a new post clarifying the new policy, showcasing examples of adult images still allowed on the service, and stating that it "fully recognized" its "special obligation" to serving its LGBT userbase, and that "LGBTQ+ conversations, exploration of sexuality and gender, efforts to document the lives and challenges of those in the sex worker industry, and posts with pictures, videos, and GIFs of gender reassignment surgery are all examples of content that is not only permitted on Tumblr but actively encouraged."<ref>{{cite web|url=https://techcrunch.com/2018/12/17/as-adult-content-ban-arrives-tumblr-clarifies-and-refines-rules/|title=As adult content ban arrives, Tumblr clarifies and refines rules|website=TechCrunch|date=December 17, 2018 |language=en-US|access-date=December 18, 2018|archive-date=December 18, 2018|archive-url=https://web.archive.org/web/20181218115955/https://techcrunch.com/2018/12/17/as-adult-content-ban-arrives-tumblr-clarifies-and-refines-rules/|url-status=live}}</ref>

''[[Wired (magazine)|Wired]]'' cited multiple potential factors in the ban, including that the presence of adult content made the service unappealing to potential advertisers, the [[Stop Enabling Sex Traffickers Act]] (a U.S. federal law which makes websites liable for knowingly assisting or facilitating illegal [[sex trafficking]]), as well as heavy restrictions on adult content imposed by [[Apple Inc.|Apple]] for software offered on the [[iOS App Store]] (which similarly prompted several [[Reddit]] clients to heavily frustrate the ability for users to access forums on the site that contain adult content).<ref name=":1">{{Cite magazine|url=https://www.wired.com/story/tumblrs-porn-ban-reveals-controls-we-see-online/|title=Tumblr's Porn Ban Reveals Who Controls What We See Online|last=Martineau|first=Paris|date=December 4, 2018|magazine=Wired|access-date=December 9, 2018|issn=1059-1028|archive-date=December 8, 2018|archive-url=https://web.archive.org/web/20181208094619/https://www.wired.com/story/tumblrs-porn-ban-reveals-controls-we-see-online/|url-status=live}}</ref>

In January 2022, Tumblr reached a settlement with New York City's Commission on Human Rights, which had claimed that the 2018 ban on adult content disproportionately affected LGBTQ+ users. The agreement required the company to review its algorithms, revise its appeals process and review closed cases, and train its human moderators on diversity and inclusion issues.<ref>{{Cite web|last=Robertson|first=Adi|date=February 25, 2022|title=Tumblr is settling with NYC's human rights agency over alleged porn ban bias|url=https://www.theverge.com/2022/2/25/22949293/tumblr-nycchr-settlement-adult-content-ban-algorithmic-bias-lgbtq|access-date=February 26, 2022|website=The Verge|language=en|archive-date=February 25, 2022|archive-url=https://web.archive.org/web/20220225175356/https://www.theverge.com/2022/2/25/22949293/tumblr-nycchr-settlement-adult-content-ban-algorithmic-bias-lgbtq|url-status=live}}</ref> In November 2022, Tumblr changed its rules to allow nudity, but not sexually explicit images.<ref>{{cite news|title=Tumblr will now allow nudity but not explicit sex|url=https://www.theverge.com/2022/11/1/23435516/tumblr-porn-ban-modified-nudity-allowed-sexually-explicit-depictions-banned|website=The Verge|first=Adi|last=Robertson|date=1 November 2022|access-date=November 8, 2022|archive-date=November 8, 2022|archive-url=https://web.archive.org/web/20221108112351/https://www.theverge.com/2022/11/1/23435516/tumblr-porn-ban-modified-nudity-allowed-sexually-explicit-depictions-banned|url-status=live}}</ref>

==Corporate affairs==
[[File:AOL 770.jpg|thumb|upright|Tumblr's headquarters were located in the [[770 Broadway]] building in New York City.]]
Tumblr's headquarters were at [[770 Broadway]] in [[New York City]].<ref>{{cite web |last=Goodman |first=Daniel |url=http://www.businessinsider.com/photos-tumblr-office-nyc-2012-01?op=1 |title=Tumblr Office Tour |website=Business Insider |date=January 12, 2012 |access-date=June 10, 2013 |archive-date=June 1, 2013 |archive-url=https://web.archive.org/web/20130601082649/http://www.businessinsider.com/photos-tumblr-office-nyc-2012-01?op=1 |url-status=live }}</ref><ref>{{cite news|last=McGeehan|first=Patrick|title=Technology Industry Seen Growing Fastest in New York|url=https://www.nytimes.com/2012/05/10/nyregion/new-yorks-tech-industry-tops-us-in-growth-study-finds.html?_r=1&|newspaper=The New York Times|date=May 9, 2012|access-date=February 28, 2017|archive-date=February 15, 2017|archive-url=https://web.archive.org/web/20170215112913/http://www.nytimes.com/2012/05/10/nyregion/new-yorks-tech-industry-tops-us-in-growth-study-finds.html?_r=1&|url-status=live}}</ref> The company also maintains a support office in [[Richmond, Virginia]].<ref>{{cite news |title = Tumblr grows rapidly, moves to larger Richmond office |first1 = Annie |last1 = Cocke |first2 = Katelyn |last2 = Tatti |url = http://wtvr.com/2012/03/30/tumblr-grows-rapidly-moves-to-larger-richmond-office/ |work = [[WTVR-TV]] |date = March 30, 2012 |access-date = February 8, 2014 |archive-url = https://web.archive.org/web/20140222025801/http://wtvr.com/2012/03/30/tumblr-grows-rapidly-moves-to-larger-richmond-office/ |archive-date = February 22, 2014 |url-status = live |df = mdy-all }}</ref> {{As of|2017|06|01|df=us}}, Tumblr had 411 employees.<ref name="press" /> Tumblr (and Automattic) now has a mostly [[distributed workforce]], with a small office in San Francisco.<ref>{{Cite web |title=About Tumblr |url=https://about.tumblr.com/ |access-date=2023-11-09 |website=Tumblr}}</ref><ref>{{Cite web |date=2005-07-23 |title=About Us |url=https://automattic.com/about/ |access-date=2023-11-09 |website=Automattic |language=en}}</ref>

The company's logo is set in [[Bookman (typeface)|Bookman Old Style]] with some modifications.<ref>{{cite web |title = Tumblr Logo, 2007–2013 |first = Stephen |last = Coles |url = http://fontsinuse.com/uses/5323/tumblr-logo-2007-2013 |work = Fonts in Use |date = December 3, 2013 |access-date = February 8, 2014 |archive-url = https://web.archive.org/web/20140210000323/http://fontsinuse.com/uses/5323/tumblr-logo-2007-2013 |archive-date = February 10, 2014 |url-status = live |df = mdy-all }}</ref>

===Funding===
{{As of|2011}}, Tumblr had received about $125 million of funding from investors.<ref name="Business Insider">{{cite web|last= Edwards|first= Jim|title= Here's Tumblr's Total Revenue For 2012 – And How It Will Make A Profit in 2013|url= http://www.businessinsider.com/heres-tumblrs-total-revenue-for-2012-and-how-it-will-make-a-profit-in-2013-2013-1|website= Business Insider|access-date= March 21, 2013|archive-date= March 7, 2013|archive-url= https://web.archive.org/web/20130307222332/http://www.businessinsider.com/heres-tumblrs-total-revenue-for-2012-and-how-it-will-make-a-profit-in-2013-2013-1|url-status= live}}</ref> The company has raised funding from [[Union Square Ventures]], [[Spark Capital]], [[Martín Varsavsky]], John Borthwick ([[Betaworks]]), Fred Seibert, Krum Capital, and [[Sequoia Capital]] (among other investors).<ref name=bweek>{{cite news|title= Best Young Tech Entrepreneurs 2009|url= http://images.businessweek.com/ss/09/04/0421_best_young_entrepreneurs/11.htm|access-date= June 25, 2009|archive-date= May 1, 2013|archive-url= https://web.archive.org/web/20130501223426/http://images.businessweek.com/ss/09/04/0421_best_young_entrepreneurs/11.htm|url-status= dead}}</ref><ref name="VentureBeat">Anthony Ha, VentureBeat. "[https://venturebeat.com/2010/11/12/sequoia-tumblr-investment/ Blog startup Tumblr goes bi-coastal with Sequoia Investment] {{Webarchive|url=https://web.archive.org/web/20170427003909/https://venturebeat.com/2010/11/12/sequoia-tumblr-investment/ |date=April 27, 2017 }}." November 12, 2010.</ref><ref>{{cite web | title = David Karp y Tumblr: el momento de la verdad | first = Enrique | last = Dans | url = http://www.enriquedans.com/2013/05/david-karp-y-tumblr-el-momento-de-la-verdad.html# | date = May 19, 2013 | access-date = September 19, 2015 | archive-url = https://web.archive.org/web/20160508095941/https://www.enriquedans.com/2013/05/david-karp-y-tumblr-el-momento-de-la-verdad.html | archive-date = May 8, 2016 | url-status = live | df = mdy-all }}</ref>

In its first round of funding in October 2007, Tumblr raised $750,000 from Spark Capital and Union Square Ventures.<ref>{{cite web | title = Roundup: Brightroll, Tumblr, Collective, Veeker, MobileEye, all raise cash | first = Matt | last = Marshall | url = https://venturebeat.com/2007/10/22/roundup-brightroll-tumblr-collective-veeker-mobileeye-all-raise-cash/ | work = [[VentureBeat]] | date = October 22, 2007 | access-date = May 20, 2013 | archive-url = https://web.archive.org/web/20130917182407/http://venturebeat.com/2007/10/22/roundup-brightroll-tumblr-collective-veeker-mobileeye-all-raise-cash/ | archive-date = September 17, 2013 | url-status = live | df = mdy-all }}</ref> In December 2008 the company raised $4.5 million in Series B funding<ref>{{cite web | title = Who Said Web 2.0 Was R.I.P.? Microblog Tumblr Raises $4.5 Million, Expectations. | first = Peter | last = Kafka | url = http://allthingsd.com/20081211/who-said-web-20-was-rip-microblog-tumblr-raises-45-million-expectations/ | work = [[All Things Digital]] | publisher = [[Dow Jones & Company]] | date = December 11, 2008 | access-date = May 20, 2013 | archive-url = https://web.archive.org/web/20130731034453/http://allthingsd.com/20081211/who-said-web-20-was-rip-microblog-tumblr-raises-45-million-expectations/ | archive-date = July 31, 2013 | url-status = live | df = mdy-all }}</ref> and a further $5 million in April 2010.<ref>{{cite web | title = Tumblr Raises Another $5 Million From Spark and Union Square. Now It Wants Your Money. | first = Peter | last = Kafka | url = http://allthingsd.com/20100420/tumblr-raises-another-5-million-from-spark-and-union-square-now-it-wants-your-money/ | work = [[All Things Digital]] | publisher = [[Dow Jones & Company]] | date = April 20, 2010 | access-date = May 20, 2013 | archive-url = https://web.archive.org/web/20130513212907/http://allthingsd.com/20100420/tumblr-raises-another-5-million-from-spark-and-union-square-now-it-wants-your-money/ | archive-date = May 13, 2013 | url-status = live | df = mdy-all }}</ref> In December 2010, Tumblr raised $30 million in Series D funding.<ref>{{cite web | title = Tumblr brings in $30M despite stability woes | first = Matthew | last = Lynley | url = https://venturebeat.com/2010/12/17/tumblr-funding-seriesd/ | work = [[VentureBeat]] | date = December 17, 2010 | access-date = May 20, 2013 | archive-url = https://web.archive.org/web/20130217150016/http://venturebeat.com/2010/12/17/tumblr-funding-seriesd/ | archive-date = February 17, 2013 | url-status = live | df = mdy-all }}</ref> The company had an $800 million valuation in August 2011.<ref>{{cite web | title = Tumblr on verge of raising up to $100M with massive $800M valuation | first = Sean | last = Ludwig | url = https://venturebeat.com/2011/08/26/tumblr-on-verge-of-raising-up-to-100m-with-massive-800m-valuation/ | work = [[VentureBeat]] | date = August 26, 2011 | access-date = January 6, 2012 | archive-url = https://web.archive.org/web/20120103211529/http://venturebeat.com/2011/08/26/tumblr-on-verge-of-raising-up-to-100m-with-massive-800m-valuation/ | archive-date = January 3, 2012 | url-status = live | df = mdy-all }}</ref> In September 2011, the company raised $85 million in a round of funding led by [[Greylock Partners]] and [[Insight Venture Partners]].<ref name="fresh funding">
{{cite web
 |title        = Tumblr grabs another $85M in fresh funding
 |first        = Sean
 |last         = Ludwig
 |url          = https://venturebeat.com/2011/09/26/tumblr-raises-85m-greylock/
 |work         = [[VentureBeat]]
 |date         = September 26, 2011
 |access-date  = January 6, 2012
 |archive-url  = https://web.archive.org/web/20120111105824/http://venturebeat.com/2011/09/26/tumblr-raises-85m-greylock/
 |archive-date = January 11, 2012
 |url-status   = dead
 |df           = mdy-all
}}
</ref>

===Revenue sources===
In an interview with Nicole Lapin of ''[[Bloomberg West]]'' on September 7, 2012, David Karp said the site was monetized by advertising. Their first advertising launch started in May 2012 after 16 experimental campaigns.<ref>{{cite news|last=Lapin|first=Nicole|title="Tumblr Has 'Ways to Go' Before IPO, CEO Says" 9-5-12|url=https://www.bloomberg.com/video/tumblr-has-ways-to-go-before-ipo-ceo-says-Y6Yu8w~qQP~MiuZcxhDdnQ.html|access-date=December 13, 2012|newspaper=Bloomberg West|date=September 5, 2012|archive-date=March 10, 2013|archive-url=https://web.archive.org/web/20130310061534/http://www.bloomberg.com/video/tumblr-has-ways-to-go-before-ipo-ceo-says-Y6Yu8w~qQP~MiuZcxhDdnQ.html|url-status=live}}</ref> Tumblr made $13 million in revenue in 2012 and hoped to make $100 million in 2013. Tumblr reportedly spent $25 million to fund operations in 2012.<ref name="Business Insider" />

In 2013, Tumblr began allowing companies to pay to promote their own posts to a larger audience. Tumblr Head of Sales, Lee Brown, has quoted the average ad purchase on Tumblr to be nearly six figures.<ref name=Advertising>{{cite news|last=Frier|first=Sarah|title=Tumblr to Introduce Mobile Advertising to Help Achieve Profit|newspaper=Bloomberg.com|date=March 5, 2013|url=https://www.bloomberg.com/news/2013-03-05/tumblr-to-introduce-mobile-advertising-to-help-achieve-profit.html|publisher=Bloomberg|access-date=March 21, 2013|archive-date=March 19, 2013|archive-url=https://web.archive.org/web/20130319120221/http://www.bloomberg.com/news/2013-03-05/tumblr-to-introduce-mobile-advertising-to-help-achieve-profit.html|url-status=live}}</ref> Tumblr also allows premium theme templates to be sold for use by blogs.<ref>{{cite web|url=https://www.huffingtonpost.com/greg-voakes/how-pixel-union-built-a-b_b_3750446.html|title=How Pixel Union Built a Business on Tumblr Themes|last=Voakes|first=Greg|date=August 14, 2013|website=Huffington Post|language=en-US|access-date=November 21, 2018|archive-date=February 4, 2019|archive-url=https://web.archive.org/web/20190204001733/https://www.huffingtonpost.com/greg-voakes/how-pixel-union-built-a-b_b_3750446.html|url-status=live}}</ref>

In July 2016, advertisements were implemented by default across all blogs. Users may opt-out, and the service stated that a revenue sharing program would be implemented at a later date.<ref name="verge-adsonblogs">{{cite web|title=Tumblr will allow users to make money from ads|url=https://www.theverge.com/2016/7/28/12307484/tumblr-advertising-user-blogs-revenue|website=The Verge|access-date=October 21, 2016|date=July 28, 2016|archive-date=October 22, 2016|archive-url=https://web.archive.org/web/20161022022520/http://www.theverge.com/2016/7/28/12307484/tumblr-advertising-user-blogs-revenue|url-status=live}}</ref>

In February 2022, Tumblr launched an ad-free subscription option that removes the marketing from microblogs for $5 per month, or $40 per year.<ref>{{Cite web|last=Fingas|first=Jon|date=February 24, 2022|title=Tumblr is available ad-free for $5 per month|url=https://www.engadget.com/tumblr-ad-free-subscription-202934348.html|access-date=February 26, 2022|website=Engadget|language=en-US|archive-date=February 26, 2022|archive-url=https://web.archive.org/web/20220226003337/https://www.engadget.com/tumblr-ad-free-subscription-202934348.html|url-status=live}}</ref>

During an AMA on July 11, 2023, the CEO said that Tumblr was financially in the red, losing $30 million a year.<ref>{{Cite web |date=2023-07-12 |title=Tumblr Is in the Red and Losing $30 Million Every Year |url=https://gizmodo.com/tumblr-losing-30-million-per-year-ceo-says-in-the-red-1850633390 |access-date=2023-07-12 |website=Gizmodo |language=en}}</ref><ref>{{Cite web |last=Silberling |first=Amanda |date=2023-07-12 |title=Tumblr is losing $30M each year, CEO says |url=https://techcrunch.com/2023/07/12/tumblr-is-losing-30m-each-year-ceo-says/ |access-date=2023-07-12 |website=TechCrunch |language=en-US}}</ref>

==Criticism==
=== Copyright issues ===
Tumblr has received criticism for copyright violations by participating bloggers;<ref name=Supervision /> however, Tumblr accepts [[Digital Millennium Copyright Act]] (DMCA) [[OCILLA|take-down notices]].<ref name="tumblr dmca form">{{cite web | url=https://www.tumblr.com/dmca | title=DMCA Copyright Notifications | publisher=Tumblr | access-date=May 20, 2013 | archive-date=May 21, 2013 | archive-url=https://web.archive.org/web/20130521153714/https://www.tumblr.com/dmca | url-status=live }}</ref> Tumblr's visual appeal has made it ideal for photoblogs that often include copyrighted works from others that are re-published without payment.<ref name="Why Tumblr must kill">{{cite news|last=Edwards|first=Jim|title=Why Tumblr Must Kill What Made it Big: Porn and Copyright Violations|url=http://www.cbsnews.com/news/why-tumblr-must-kill-what-made-it-big-porn-and-copyright-violations|access-date=March 28, 2013|newspaper=CBSNews.com|date=September 12, 2011|archive-date=December 3, 2013|archive-url=https://web.archive.org/web/20131203092813/http://www.cbsnews.com/news/why-tumblr-must-kill-what-made-it-big-porn-and-copyright-violations/|url-status=live}}</ref> Tumblr users can post unoriginal content by "Reblogging", a feature on Tumblr that allows users to re-post content taken from another blog onto their own blog with attribution.<ref name=Supervision>{{cite web|last=Edwards|first=Jim|title=Why Tumblr Needs Adult Supervision Right Now|url=http://www.businessinsider.com/tumblr-fashion-directors-exit-could-mean-entry-of-adult-supervision-2011-11|website=Business Insider|access-date=January 27, 2014|archive-date=December 18, 2013|archive-url=https://web.archive.org/web/20131218001108/http://www.businessinsider.com/tumblr-fashion-directors-exit-could-mean-entry-of-adult-supervision-2011-11|url-status=live}}</ref><ref name=Criticism>{{cite web|title=Tumblr: A New Way of Blogging|url=https://sites.google.com/site/xwarneritessay/5|access-date=March 21, 2013|archive-date=May 9, 2013|archive-url=https://web.archive.org/web/20130509182754/https://sites.google.com/site/xwarneritessay/5|url-status=live}}</ref>

In addition to these copyright infringements, Tumblr has at times been weaponized by individuals seeking to raise DMCA notices against other sites. Investigative news site Project Brazen stated that, shortly after publishing a story on 10 October 2023,<ref name="t543">{{cite web | last=Kim | first=Soobin | title=The Old 'I'm a Secret Spy, Pay Me' Con | website=Whale Hunting | date=2023-10-10 | url=https://whalehunting.projectbrazen.com/the-old-im-a-secret-spy-con/ | access-date=2025-01-28}}</ref> an account was created on Tumblr that republished the content of their story and backdated it to 8 October 2023, two days before their article came out. Following a copyright infringement complaint filed on legal archive Lumen and without checking the veracity of the source, [[Google]] delisted the Project Brazen article.<ref name="Friday-Times-2024">{{Cite web |date=2024-01-18 |title=Fake Blogs Taken Down As Conman Gaurav Srivastava's Cover-Up Fails |url=https://thefridaytimes.com/18-Jan-2024/fake-blogs-taken-down-as-conman-gaurav-srivastava-s-cover-up-fails |access-date=2024-08-20 |website=The Friday Times |language=en}}</ref><ref name="k066">{{cite tweet |user=BrazenFM |number=1722563387983351948 | website=X (formerly Twitter) | url=https://x.com/brazenFM/status/1722563387983351948?mx=2 | access-date=2025-01-29 |title=Our @WhaleHunting_ team recently reported on an alleged serial con man named Gaurav Srivastava, who masquerades as a CIA operative to swindle gullible business owners.}}</ref> After learning of the complaint, Tumblr removed the account and its posts.

=== Security ===
Tumblr has been forced to manage spam and security problems. For example, a chain letter scam in May 2011 affected 130,000 users.<ref name="TheRegisterScam">{{cite web|last=Leyden|first=John|url=https://www.theregister.co.uk/2011/05/17/tumblr_chain_letter_scam/|title=Tumblr bloggrs ensnared in chain-spam scam|website=The Register|date=May 17, 2011|access-date=May 19, 2013|archive-date=June 17, 2013|archive-url=https://web.archive.org/web/20130617095655/http://www.theregister.co.uk/2011/05/17/tumblr_chain_letter_scam/|url-status=live}}</ref>

On December 3, 2012, Tumblr was attacked by a [[cross-site scripting]] worm deployed by the [[Troll (Internet)|internet troll]] group [[Gay Nigger Association of America]]. The message urged users to harm themselves and criticized blogging in general.<ref>{{cite web |title = Massive worm hits Tumblr, spams big blogs like USA today |url = http://news.cnet.com/8301-1009_3-57556784-83/massive-worm-hits-tumblr-spams-big-blogs-like-usa-today/ |website = [[CNET]] |date = December 3, 2012 |access-date = March 30, 2013 |archive-date = March 30, 2013 |archive-url = https://web.archive.org/web/20130330193244/http://news.cnet.com/8301-1009_3-57556784-83/massive-worm-hits-tumblr-spams-big-blogs-like-usa-today/ |url-status = live }}</ref>

=== User interface changes ===
In 2015, Tumblr faced criticism by users for changes to its reblog mechanisms. In July 2015, the system was modified so that users cannot remove or edit individual comments by other users when reblogging a post; existing comments can only be removed all at once. Tumblr staff argued that the change was intended to combat "misattribution", though this move was met by criticism from 'ask blogs' and "RP blogs', which often shortened long chains of reblogs between users to improve readability.

In September 2015, Tumblr changed how threads of comments on reblogged posts are displayed; rather than a nested view with indentations for each post, all reblogs are now shown in a flat view, and user avatars were also added. The change was intended to improve the legibility of reblogs, especially on mobile platforms, and complements the inability to edit existing comments.

Although some users had requested such a change to combat posts made illegible by extremely large numbers of comments on a reblogged post, the majority of users (even those who had requested such a change) criticized the new format. ''[[The Verge]]'' was also critical of the changes, noting that it was cleaner, but made the site lose its "nostalgic charm".<ref name=dailydot-reblogchange>{{cite web|title=Tumblr users are not happy about the site's new redesign|url=http://www.dailydot.com/technology/tumblr-reblog-redesign-2015/|website=The Daily Dot|access-date=September 7, 2015|date=September 2, 2015|archive-date=June 8, 2016|archive-url=https://web.archive.org/web/20160608173241/http://www.dailydot.com/technology/tumblr-reblog-redesign-2015/|url-status=live}}</ref><ref name=verge-reblogchanges>{{cite web|title=Tumblr reblogs just got a lot cleaner, and a little less charming|url=https://www.theverge.com/2015/9/3/9258925/tumblr-reblogs-redesign-mobile|website=The Verge|access-date=September 7, 2015|date=September 4, 2015|archive-date=September 7, 2015|archive-url=https://web.archive.org/web/20150907001817/http://www.theverge.com/2015/9/3/9258925/tumblr-reblogs-redesign-mobile|url-status=live}}</ref>

=== Userbase behaviour ===
While Tumblr's userbase has generally been received as accommodating people from a wide range of ideologies and identities, a common point of criticism is that attitudes from users on the site stifle discussion and discourse. In 2015, members of the ''[[Steven Universe]]'' fandom on Tumblr drove a [[Fan art|fan artist]] to the point of [[Suicide attempt|attempting suicide]] via bullying them over their work, which depicted characters from the series in their own style; the abuse stemmed from the artist's depiction of 'fat' characters as being thin.<ref>{{Cite web|url=https://www.vice.com/en/article/an-attempted-suicide-forced-a-tumblr-community-to-open-its-eyes-about-bullying/|title=An Attempted Suicide Forced a Tumblr Community to Open Its Eyes About Bullying|last=Nguyen|first=Clinton|date=November 6, 2015|website=Vice|language=en|access-date=February 29, 2020|archive-date=February 22, 2020|archive-url=https://web.archive.org/web/20200222215926/https://www.vice.com/en_us/article/3da838/an-attempted-suicide-forced-a-tumblr-community-to-open-its-eyes-about-bullying|url-status=live}}</ref> In 2018, ''[[Kotaku]]'' reporter Gita Jackson described the site as a 'joyless black hole', citing how the website's design and functionality led to 'fandoms spinning out of control', as well as an environment that inhibited discussion and discourse.<ref>{{Cite web|url=https://kotaku.com/in-2018-tumblr-is-a-joyless-black-hole-1827294865|title=In 2018, Tumblr Is A Joyless Black Hole|website=Kotaku|date=July 2, 2018 |language=en-us|access-date=February 29, 2020|archive-date=January 13, 2020|archive-url=https://web.archive.org/web/20200113133050/https://kotaku.com/in-2018-tumblr-is-a-joyless-black-hole-1827294865|url-status=live}}</ref>

===Promotion of self-harm and suicide===
In February 2012, Tumblr banned blogs that promote or advocate suicide, self-harm and eating disorders ([[pro-ana]]).<ref>{{cite web|url=http://staff.tumblr.com/post/18132624829/self-harm-blogs|title=A New Policy Against Self-Harm Blogs|work=Tumblr Staff Blog|date=February 23, 2012|access-date=January 27, 2014|archive-date=February 1, 2014|archive-url=https://web.archive.org/web/20140201173754/http://staff.tumblr.com/post/18132624829/self-harm-blogs|url-status=live}}</ref>

The suicide of a British teenager, Tallulah Wilson, raised the issue of suicide and self-harm promotion on Tumblr as Wilson was reported to have maintained a self-harm blog on the site. A user on the site is reported to have sent Wilson an image of a [[noose]] accompanied by the message: "here is your new necklace, try it on." In response to the Wilson case, [[Maria Miller]], the UK's minister for culture, media, and sport at the time, said that social media sites like Tumblr needed to remove "toxic" self-harm content.<ref>{{Cite news|url=https://www.telegraph.co.uk/technology/social-media/10597877/Maria-Miller-Time-for-a-crackdown-on-social-media-poison.html|title=Maria Miller: Time for a crackdown on social media 'poison'|work=The Telegraph|date=January 27, 2014|access-date=January 27, 2014|archive-date=January 27, 2014|archive-url=https://web.archive.org/web/20140127035108/http://www.telegraph.co.uk/technology/social-media/10597877/Maria-Miller-Time-for-a-crackdown-on-social-media-poison.html|url-status=live}}</ref><ref>{{Cite news|url=https://www.theguardian.com/technology/2014/jan/27/social-networks-to-face-government-grilling-over-suicide-promotion|title=Social networks to face government grilling over suicide content|work=The Guardian|first=Alex|last=Hern|date=January 27, 2014|access-date=January 27, 2014|archive-date=February 3, 2014|archive-url=https://web.archive.org/web/20140203163909/http://www.theguardian.com/technology/2014/jan/27/social-networks-to-face-government-grilling-over-suicide-promotion|url-status=live}}</ref>

Searching terms like "depression", "anxiety", and "suicide" on Tumblr now brings up a [[Public service announcement|PSA]] page directing the user to resources like the [[National Suicide Prevention Lifeline]], [[The Trevor Project]], the [[National Eating Disorders Association]], and [[RAINN]], as well as an option to continue to the search results.<ref>{{cite web|title=The New Era of Suicide Prevention|url=https://www.theringer.com/2017/4/24/16038130/social-media-suicide-prevention-policies-5490c2c224e0|last=Kliegman|first=Julie|website=The Ringer|date=April 24, 2017|access-date=January 15, 2021|archive-date=January 21, 2021|archive-url=https://web.archive.org/web/20210121213459/https://www.theringer.com/2017/4/24/16038130/social-media-suicide-prevention-policies-5490c2c224e0|url-status=live}}</ref>

There are concerns of some Tumblr posts glorifying suicide and depression among young people.<ref>Becker, Mayer, Nagenborg, El-Faddagh, & Schmidt, 2004; Duggan, Heath, Lewis, & Baxter, 2012; Lewis, Heath, St. Denis, & Noble, 2011; Mitchell & Ybarra, 2007; Whitlock, Powers, & Eckenrode, 2006</ref>

===Politics===
In February 2018, [[BuzzFeed]] published a report claiming that Tumblr was utilized as a distribution channel for Russian agents to influence American voting habits during the [[2016 United States presidential election|2016 presidential election]].<ref>{{cite web |url=https://www.buzzfeed.com/craigsilverman/russian-trolls-ran-wild-on-tumblr-and-the-company-refuses |title=Russian Trolls Ran Rampant On Tumblr And The Company Refuses To Say Anything About It |first=Craig |last=Silverman |publisher=BuzzFeed |date=February 6, 2018 |access-date=March 12, 2018 |archive-date=March 7, 2018 |archive-url=https://web.archive.org/web/20180307164737/https://www.buzzfeed.com/craigsilverman/russian-trolls-ran-wild-on-tumblr-and-the-company-refuses |url-status=live }}</ref>

Despite policies forbidding hate speech, Tumblr has been noted for hosting content from [[Neo-Nazism|Neo-Nazis]] and [[white supremacist]]s.<ref>{{Cite news|url=https://www.washingtonpost.com/business/2018/12/04/tumblrs-nudity-crackdown-means-pornography-will-be-harder-find-its-platform-than-nazi-propaganda/|title=Tumblr's nudity ban removes one of the last major refuges for pornography on social media|date=December 3, 2018|newspaper=Washington Post|access-date=March 26, 2019|archive-date=March 26, 2019|archive-url=https://web.archive.org/web/20190326160929/https://www.washingtonpost.com/business/2018/12/04/tumblrs-nudity-crackdown-means-pornography-will-be-harder-find-its-platform-than-nazi-propaganda/|url-status=live}}</ref> In May 2020, Tumblr announced that it will remove reblogs of terminated hate speech posts, specifically Nazi and white supremacist content.<ref>{{Cite web|url=https://www.theverge.com/2020/5/4/21247437/tumblr-hate-speech-reblog-removal-nazis-white-supremacist-content|title=Tumblr will now remove all reblogs of posts that violate its hate speech policy|date=May 4, 2020|website=The Verge|access-date=March 18, 2021|archive-date=November 2, 2020|archive-url=https://web.archive.org/web/20201102091203/https://www.theverge.com/2020/5/4/21247437/tumblr-hate-speech-reblog-removal-nazis-white-supremacist-content|url-status=live}}</ref>

=== Censorship ===
Several countries have blocked access to Tumblr because of pornography, religious extremism or LGBT content. These countries include China,<ref>{{cite web | url=https://www.techinasia.com/tumblr-blocked-censored-china | title=Tech in Asia - Connecting Asia's startup ecosystem | access-date=January 26, 2018 | archive-date=January 26, 2018 | archive-url=https://web.archive.org/web/20180126184945/https://www.techinasia.com/tumblr-blocked-censored-china | url-status=live }}</ref> Indonesia, Kazakhstan<ref>{{cite web| url=http://www.intellinews.com/kazakhstan-blocks-tumblr-for-promoting-terrorism-porn-94928/| title=Kazakhstan &#124; Astana blocks Tumblr for promoting terrorism, porn| date=April 12, 2016| access-date=January 26, 2018| archive-date=April 13, 2016| archive-url=https://web.archive.org/web/20160413152022/http://www.intellinews.com/kazakhstan-blocks-tumblr-for-promoting-terrorism-porn-94928/| url-status=live}}</ref> and Iran.<ref>{{cite web | url=http://viewdns.info/research/current-state-of-internet-censorship-in-iran/ | title=Current State of Internet Censorship in Iran - Research - ViewDNS.info | access-date=January 26, 2018 | archive-date=January 26, 2018 | archive-url=https://web.archive.org/web/20180126185632/http://viewdns.info/research/current-state-of-internet-censorship-in-iran/ | url-status=live }}</ref> In February 2016, the [[Indonesian government]] temporarily blocked access to Tumblr within the country because the site hosted pages that carried pornography. The government shortly reversed its decision to block the site and said it had asked Tumblr to [[self-censorship|self-censor]] its pornographic content.<ref>{{cite web |title = Indonesia reverses Tumblr ban, for now |first = Victoria |last = Ho |url = http://mashable.com/2016/02/18/indonesia-reverses-tumblr-ban#rP9KEpoyQZqh |website = [[Mashable]] |date = February 18, 2016 |access-date = February 29, 2016 |archive-url = https://web.archive.org/web/20160302021505/http://mashable.com/2016/02/18/indonesia-reverses-tumblr-ban/#rP9KEpoyQZqh |archive-date = March 2, 2016 |url-status = live |df = mdy-all }}</ref>

==== Adult content ban ====
In November 2018, Tumblr's [[iOS]] app was removed by [[Apple Inc.|Apple]] from its [[App Store (Apple)|App Store]] after illegal child pornography was found on the service. Tumblr stated that all images uploaded to the service are scanned against an industry database, but that a "routine audit" had revealed images that had not yet been added to the database.<ref>{{Cite news|url=https://www.theverge.com/2018/11/20/18104366/tumblr-ios-app-child-pornography-removed-from-app-store|title=Tumblr was removed from Apple's App Store over child pornography issues|work=The Verge|access-date=November 20, 2018|archive-date=December 6, 2018|archive-url=https://web.archive.org/web/20181206202300/https://www.theverge.com/2018/11/20/18104366/tumblr-ios-app-child-pornography-removed-from-app-store|url-status=live}}</ref> In the wake of the incident, a number of Tumblr blogs—particularly those dealing primarily in adult-tagged artwork such as erotica, as well as [[Study (art)|art study]] and [[human anatomy|anatomy]] resources—were also deleted, with affected users taking to other platforms (such as [[Twitter]]) to warn others and complain about the deletions, as well as encourage users to back up their blog's contents.<ref>{{Cite news|url=https://www.pcmag.com/news/365036/tumblr-purges-blogs-after-getting-delisted-from-app-store|title=Tumblr's Child Porn Crackdown Ensnares Legit Blogs in Purge|work=PC Magazine|access-date=November 21, 2018|language=en|archive-date=November 21, 2018|archive-url=https://web.archive.org/web/20181121023356/https://www.pcmag.com/news/365036/tumblr-purges-blogs-after-getting-delisted-from-app-store|url-status=live}}</ref><ref>{{Cite news|url=https://www.dailydot.com/irl/tumblr-nsfw-artists-purged-child-porn/|title=NSFW artists speak out as their accounts are suddenly 'purged' on Tumblr|date=November 20, 2018|work=The Daily Dot|access-date=November 21, 2018|language=en-US|archive-date=November 20, 2018|archive-url=https://web.archive.org/web/20181120214046/https://www.dailydot.com/irl/tumblr-nsfw-artists-purged-child-porn/|url-status=live}}</ref>

Tumblr subsequently removed the ability to disable "safe mode" from its Android app,<ref name=":1" /> and announced a wider ban on explicit images of sex acts and nudity on the platform, with certain limited exceptions.<ref name="Liao-2018" /> Tumblr deployed an [[automatic content recognition]] system which resulted in many non-pornographic images being removed.<ref>{{cite web |title=Tumblr Launched An Algorithm To Flag Porn And So Far It's Just Caused Chaos |url=https://www.buzzfeednews.com/article/krishrach/tumblr-porn-algorithm-ban |first=Rachael |last=Krishna |date=December 4, 2018 |website=BuzzFeed News |access-date=October 19, 2020 |archive-date=October 19, 2020 |archive-url=https://web.archive.org/web/20201019134038/https://www.buzzfeednews.com/article/krishrach/tumblr-porn-algorithm-ban |url-status=live }}</ref> In December 2018, about a month after it was banned, Tumblr's iOS app was restored to the App Store.<ref>{{cite web |last1=Miller |first1=Chance |title=Tumblr for iOS returns to App Store after child pornography discovery, new ban on adult content |url=https://9to5mac.com/2018/12/13/tumblr-for-ios-returns-to-app-store/ |website=9to5Mac |access-date=February 25, 2022 |archive-url=https://web.archive.org/web/20220112052215/https://9to5mac.com/2018/12/13/tumblr-for-ios-returns-to-app-store/ |archive-date=January 12, 2022 |date=December 13, 2018}}</ref>

In 2019, ''Cosmopolitan'' wrote that Tumblr had been known for providing adult content that attracted women and catered for other under-served audiences.<ref>{{Cite web|last=Chase|first=Elle|date=January 28, 2019|title=If You Loved Tumblr, Here Are 13 Other Places You Can Go to Explore Your Sexuality|url=https://www.cosmopolitan.com/sex-love/a25937501/tumblr-porn-ban/|access-date=September 17, 2021|website=Cosmopolitan|language=en-US|archive-date=April 13, 2021|archive-url=https://web.archive.org/web/20210413181325/https://www.cosmopolitan.com/sex-love/a25937501/tumblr-porn-ban/|url-status=live}}</ref>

=== Transphobia ===

Tumblr and its users often spar about the application of the website's adult content ban allegedly being maliciously misused to target transgender people, especially transgender women. Repeated bans of black, transgender, as well as leftist political blogs removed alongside alleged legitimate propaganda accounts accused of election interference during the [[2020 US presidential election | 2020]] and [[2024 US presidential election | 2024 US presidential elections]]<ref>{{Cite news |last=Ewing |first=Philip |date=2018-03-27 |title=Tumblr's Ban Of Russian Accounts Adds Detail To Targeting Of Black Americans |url=https://www.npr.org/2018/03/27/597021235/tumblrs-ban-of-russian-accounts-adds-detail-to-targeting-of-black-americans |access-date=2025-05-15 |work=NPR |language=en}}</ref><ref>{{Cite web|url=https://www.theguardian.com/technology/2018/dec/03/tumblr-adult-content-ban-lgbt-community-gender|title=Tumblr's adult content ban dismays some users: 'It was a safe space'|first=Vivian|last=Ho|work=The Guardian |date=December 4, 2018}}</ref>{{cn|date=May 2025}} have led affected communities to view Tumblr as an [[anti-black racism | anti-black]], [[transphobia | transphobic]], [[rainbow capitalism | rainbow capitalist]], and [[rightism | rightist]] website, though with a larger focus on its alleged history of transphobia.

====January 2022====

In January 2022, Tumblr came under fire as the Commission Law Enforcement Bureau began investigating the use of the website's adult content ban disproportionately targeting LGBTQ posts.<ref>{{Cite web|url=https://www.nyc.gov/site/cchr/enforcement/2022-settlements.page|title=2022-settlements|website=www.nyc.gov}}</ref> This was quickly followed by a stipulation and order between the [[New York City Commission on Human Rights]] (NYCCHR) and Tumblr titled <i>Settlement of Complaint Tumblr Inc. v. NYCCHR in 2022 (Tumblr Nycchr Settlement)</i>.<ref>{{Cite web|url=https://www.scribd.com/document/660946881/tumblr-nycchr-settlement|title=Tumblr Nycchr Settlement &#124; PDF &#124; Notary Public &#124; Justice|website=Scribd}}</ref>

Highlights of the settlement include:

{{bulleted list | The mandatory hiring of a [[sexual orientation]] and [[gender identity]] (SOGI) trainer for Tumblr content moderation employees who provides at least 2 hours of interactive [[cissexism]] knowledge and avoidance training, | Providing the name and qualifications of the SOGI trainer, as well as a draft of their training materials, to the NYCCHR within 90 calendar days, | An electronic attendance sheet for the SOGI trainer whose attendance data would be provided to the NYCCHR for 90 calendar days, | Proof of completion of SOGI training by the SOGI trainer provided to the NYCCHR within 10 calendar days, which could anonymize SOGI trainees in accordance with data protection compliance, including [[GDPR]], | Required SOGI training by the SOGI trainer for all Tumblr employees, agents, interns, and independent contractors who work on the adult content classifier, globally, within 120 calendar days following the Tumblr NYCCHR Settlement, | Required revision of the adult content appeal form to include text and text entry boxes within 90 calendar days, | Required revision of adult content appeal reviews to include searching for SOGI terms within 60 calendar days, | Required manual review of 500 appeals from 6 days (for a total of 3,000 flagged posts) randomly selected within 1 day from the past 6 months prior to the Tumblr NYCCHR Settlement to then be provided to the NYCCHR for review of SOGI bias, including using a random sample of 500 or 75% (whichever amount was smaller) of the incorrectly flagged images and subsequent successful appeals to retrain the adult content classifier on a monthly basis, | Required reporting of the number of SOGI-related appeals from the first business day of the second month following the Tumblr Nycchr Settlement and continuing for the next 18 months to the NYCCHR, including monthly reports of the monthly number and percentage (of the whole of appeals) of SOGI-related appeals, plus the same information from the prior month, within 10 business days of the first business day of each month, | An allocation for Tumblr to request being absolved from any infeasible steps of the prior list with NYCCHR approval, which would require a detailed description of why it was infeasible, including economic records if the reason presented were economic, | A required review report of the classifier expert's analysis of the adult content classifier's SOGI bias, steps taken to correct the bias, and ultimate evaluation of the adult content classifier and SOGI discrimination written in plain English and submitted to the NYCCHR within 180 calendar days of the Tumblr NYCCHR Settlement, | Required public posting of new company obligations under the Tumblr NYCCHR Settlement in the employee notice area in compliance with NYC Human Rights Law (NYCHRL), alongside the commission's <i>Notice of Rights</i> and <i>LGBTQ Rights</i> posters in both English and Spanish in colour, with proof of compliance submitted to the NYCCHR, within 30 calendar days of the Tumblr NYCCHR Settlement, and | A required assignment of 9 Tumblr employees to assist with Tumblr NYCCHR Settlement processes and reviews as needed for at least 6 months following the settlement}}

==== February 2024 ====

In February 2024, Tumblr CEO Matt Mullenweg (under his alias, <i>photomatt</i>) personally enforced and responded to the banning of the user <i>predstrogen</i> (whom is often referred to as Rita) for her alleged death threats against the CEO, where she made a post stating the following:

<i>"I{{sic|nolink=y}} hope photomatt dies forever a painful death involving a car covered in hammers that explodes more than a few times and hammers go flying everywhere."</i>

She later continued the thread with:

<i>"How {{sic|nolink=y}} long until death wishes {{sic|nolink=y}} against the CEO {{sic|nolink=y}} get me banned or flagged. Right {{sic|nolink=y}} now I'm {{sic|nolink=y}} pissed off enugh that I {{sic|nolink=y}} want to find out,"</i> which Mullenweg later suggested was a request to be banned as a [[martyr]] in a public response on Tumblr.

However, this situation quickly devolved into an elaborate argument between the two users, ultimately culminating in a potentially illegal disclosure of Rita's private side-blog information by Mullenweg. This is often satirically referred to as the <i>Hammercar Incident</i> or <i>Mullenweg Meltdown</i>.<ref>{{Cite web|url=https://techcrunch.com/2024/02/22/tumblr-ceo-publicly-spars-with-trans-user-over-account-ban-revealing-private-account-names-in-the-process/|title=Tumblr CEO publicly spars with trans user over account ban, revealing private account names in the process|first=Amanda|last=Silberling|date=February 23, 2024}}</ref><ref name="deLunaElizabeth" /><ref>{{Cite web|url=https://tedium.co/2024/02/28/wordpress-automattic-tumblr-controversy/|title=Is WordPress' Ownership At Risk Of Going Astray?|website=Tedium: The Dull Side of the Internet.}}</ref>

Black and transgender users of the site have alleged that this is connected to a larger rightward movement on the site, including in Tumblr staff, despite Mullenweg and Tumblr staff's public disagreements.{{cn|date=May 2025}} David Bushell responded to these events by creating an archival site of the incident named <i>Mullenweg.wtf</i>.<ref>{{Cite web|url=https://mullenweg.wtf/|title=Mullenweg.wtf|website=Mullenweg.wtf}}</ref>

== Notable matters ==
On October 21, 2011, then-U.S. President [[Barack Obama]] created a Tumblr account.<ref>{{cite news|last=Bilton|first=Nick|title=Obama Campaign Experiments With Tumblr for '12|url=http://bits.blogs.nytimes.com/2011/10/24/obama-campaign-experiments-with-tumblr-for-12/|newspaper=The New York Times|date=October 24, 2011|access-date=October 28, 2011|archive-date=October 27, 2011|archive-url=https://web.archive.org/web/20111027180049/http://bits.blogs.nytimes.com/2011/10/24/obama-campaign-experiments-with-tumblr-for-12/|url-status=live}}</ref>

In late 2015, a user on the website went viral after allegedly having collected [[human bones]] at a [[Cemetery|graveyard]], sparking a controversy known as "[[Boneghazi]]" (a [[portmanteau]] of bone + [[2012 Benghazi attack|Benghazi]]). The user, from [[New Orleans]], [[Louisiana]], had offered to share the human bones reportedly procured from [[Holt Cemetery]] by making a post in a [[Facebook group]] known as the "Queer Witch Collective". The Facebook post was later re-posted to Tumblr by another user, and the account from Facebook was traced to a profile on Tumblr due to the profile pictures matching.<ref>{{Cite web |last=Feldman |first=Brian |date=2015-12-18 |title=Tumblr Users Are Either Outraged or Amused by an Alleged Grave-Robber |url=https://nymag.com/intelligencer/2015/12/tumblr-users-are-talking-about-bone-stealing.html |access-date=2022-08-11 |website=Intelligencer |language=en-us |archive-date=August 2, 2022 |archive-url=https://web.archive.org/web/20220802185715/https://nymag.com/intelligencer/2015/12/tumblr-users-are-talking-about-bone-stealing.html |url-status=live }}</ref> In January 2016, the user's home was searched by law enforcement, where they found 11 bones and four teeth.<ref>{{cite web |last=Hathaway|first=Jay |date=2016-03-31 |title=The Internet's favorite grave-robbing witch was busted with a bowl full of bones |url=https://www.dailydot.com/unclick/boneghazi-tumblr-witch-arrested-human-bones/ |access-date=2022-08-11 |website=The Daily Dot |language=en-US |archive-date=August 2, 2022 |archive-url=https://web.archive.org/web/20220802185717/https://www.dailydot.com/unclick/boneghazi-tumblr-witch-arrested-human-bones/ |url-status=live }}</ref><ref>{{Cite web |title=An Actual Witch Stole Human Bones From A Graveyard And Sparked An Online Witch War |url=https://www.vice.com/en/article/boneghazi-how-a-grave-robbing-controversy-tore-an-online-witch-community-apart/ |access-date=2022-08-11 |website=Vice.com |date=October 31, 2016 |language=en |archive-date=August 17, 2022 |archive-url=https://web.archive.org/web/20220817130432/https://www.vice.com/en/article/vb4m4a/boneghazi-how-a-grave-robbing-controversy-tore-an-online-witch-community-apart |url-status=live }}</ref><ref>{{Cite web |last=Song |first=Sandra |date=March 30, 2016 |title=Cops Raided The Home Of The Tumblr Witch Who Spurred #Boneghazi |url=https://www.papermag.com/cops-raided-the-home-of-the-tumblr-witch-who-spurred-boneghazi-1697935850.html |url-status=dead |archive-url=https://web.archive.org/web/20160402155552/https://www.papermag.com/cops-raided-the-home-of-the-tumblr-witch-who-spurred-boneghazi-1697935850.html |archive-date=April 2, 2016 |access-date=August 11, 2022 |website=Paper Magazine}}</ref>

==See also==
{{Portal|Internet|Companies}}
* [[Comparison of microblogging and similar services]]
* [[Comparison of free blog hosting services]]
* [[List of social networking services]]

==References==
{{Reflist}}

==External links==
{{Commons category}}
* {{Official website|https://www.tumblr.com/}}

{{Tumblr navbox}}
{{navboxes top}}
{{Automattic Inc.}}
{{Microblogging}}
{{Online social networking}}
{{Verizon Media}}
{{navboxes bottom}}
{{authority control}}

[[Category:Tumblr| ]]
[[Category:2007 establishments in New York City]]
[[Category:2013 mergers and acquisitions]]
[[Category:2019 mergers and acquisitions]]
[[Category:Automattic]]
[[Category:Blog hosting services]]
[[Category:Companies based in Manhattan]]
[[Category:Internet properties established in 2007]]
[[Category:Microblogging software]]
[[Category:Microblogging services]]
[[Category:Social media]]
[[Category:Software companies based in New York City]]
[[Category:Software companies of the United States]]
[[Category:Webby Award winners]]
[[Category:WordPress]]