Last year, visitbritain.com decided to try their hand at content marketing. Instead of hosting a blog on their domain and promoting via "the big three" social networks, VisitBritain used Tumblr.
Tumblr is a notorious stomping ground for people looking to get mad about political incorrectness, but this is only a segment of its users. The numbers are surprising: 420,000,000 people use Tumblr every month as opposed to 284,000,000 on Twitter and 300,000,000 on Instagram. Numbers are one factor, but the primary reason Tumblr was chosen over Facebook and Twitter because of its "staying power." Facebook posts and tweets do not stay in someone's feed for an extended period of time, but they are less likely to be buried on Tumblr.
The statistics proved their use to VisitBritain, who launched their blog "Discover Great Britain" via Tumblr in the summer of 2014. Their Harry Potter, Doctor Who and Sherlock Holmes centric posts vastly exceeded the average number of notes. In a three week period, VisitBritain reported 15,000,000 impressions and over 200,000 likes, follows, clicks and reblogs.
Do you use Tumblr for brand promotion or content marketing? If so, are you seeing similar success? If not, why?