Yahoo and Tumblr: A Wasted Alternative for Digital Media Innovation?

Acquisitions are one of many driving forces within the social media; bigger corporations acquire new expertise, audiences, options and know-how; for the smaller providers there’s the potential to go mainstream. Nevertheless, each events want to acknowledge the strengths of the merger, or, like Yahoo and Tumblr, the acquisition might be a wasted alternative.

Yahoo acquired Tumblr back in 2013, and continued to guarantee customers it would not change Tumblr because it had carried out with different acquisitions prior to now. However the meantime has resulted in Yahoo making selections the Tumblr community viewed as an assault on how they used the location.

Former Tumblr head of media and digital media marketing consultant Mark Coatney famous that Yahoo is lacking out on some nice alternatives on the subject of Tumblr. Coatney discussed in a blog post how Yahoo lacks a coherent editorial voice, and has a content material platform in Tumblr that’s being underutilized and mismanaged:

What Yahoo has executed with their digital magazines is take Tumblr content material, reformat right into a approach that shows in a extra typical format, and within the course of lose a lot of the advantages of utilizing Tumblr within the first place. … The factor is, Tumblr could be a nice platform for content material — in case you use Tumblr the best way core customers of the platform do. Meaning brief type tales, photograph-pushed content material, and liberal reblogging.

Coatney identified that Yahoo appears hooked up to a digital journal fashion of publishing inside its networks, and this strategy merely does not work for Tumblr. If Yahoo have been to interact with Tumblr for what it’s — a social dialog platform, not a broadcasting platform — the mother or father firm possible see extra success. Blasting updates out with out interacting within the Tumblr fashion does not work for Tumblr’s viewers.

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