In recent years Tumblr has in fact tumbled in relevancy and in the size of its audience. One of the many reasons for this is ownership. Tumblr was unique in comparison to other social media platforms with it thriving purely on creativity and aesthetics, and it encouraged anonymity on the platform, unlike other social media. However, after Yahoo gained ownership of Tumblr in 2013 it gradually lost its creative appeal due to Yahoo monetising and profiting off the platform through ad sales rather than maintaining the platform’s culture and originality. Although, they struggled to monetise due to the substantial number of anonymous pages and questionable content. Ultimately, this led to Tumblr’s decline as its acquirers failed to understand its culture and what made Tumblr so unique as a platform and decided to focus on profits over originality. Whilst Tumblr plummeted, other social media platforms have risen with them constructing features that drew in masses of users, such as TikTok which has popularised short minute videos within the digital sphere.
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