Tumblr Beta Subscription Backlash: Fandom Upset

The Unique Culture of Tumblr and the Introduction of Post+

The Tumblr platform is frequently described by its users as an unrestrained environment within the broader internet landscape, a characterization that holds considerable truth. A widely circulated post, boasting over 70,000 notes, succinctly captures this sentiment: “Tumblr stands out as my preferred social media platform due to its inherent unsuitability for celebrities. The absence of a verification process, coupled with an algorithm that doesn’t prioritize their content, creates a truly unregulated space.”

However, like all social media entities, Tumblr must generate revenue to sustain its operations and allow users to continue sharing diverse content – from niche fan creations to unconventional posts and deeply personal reflections. Recently, Tumblr initiated a limited beta test of its Post+ subscription feature. This feature, if successful, will enable Tumblr creators to offer exclusive, paywalled content to subscribers for monthly fees of $3.99, $5.99, or $9.99.

A Shift Towards Monetization and Community Response

Tumblr is not the first social media platform to explore this revenue model. Twitter has introduced Super Follows and a Tip Jar, while YouTube has unveiled a tipping feature. Instagram is also developing a similar system to Twitter’s Super Follows, allowing users to create “exclusive stories.”

However, on a platform that prides itself on being a “completely lawless wasteland” for those with established platforms – with exceptions like Wil Wheaton and Neil Gaiman – the move towards paywalled content has been met with resistance.

Monetization presents a complex challenge. It’s generally accepted within the Tumblr community for artists to link to external platforms like Patreon or Ko-fi, where followers can provide financial support. Post+ offers a potential solution by allowing fans to directly support creators on the Tumblr platform, with Tumblr taking a 5% commission. This commission is comparatively lower than those charged by Twitter (3%), YouTube (30%), and Twitch (50%).

Despite this, Tumblr’s unique environment – lacking follower count visibility and account verification – makes this change particularly sensitive. Users value this anonymity, and Post+ introduces a verification-like icon next to usernames, altering the platform’s established dynamic.

Backlash and Concerns Regarding Implementation

The Post+ beta was rolled out to a select group of creators, including Kaijuno, a writer and astrophysicist. The announcement was made on a dedicated blog, separate from the official Tumblr staff blog, which users typically consult for major updates.

As the most publicly accessible beta tester, Kaijuno became the focal point of intense criticism from users concerned about the platform’s potential transformation into a purely commercial space. When Kaijuno received threats related to beta testing Post+, Tumblr staff intervened and condemned the harassment.

Tumblr acknowledged the feedback, stating, “We want to hear about what you like, what you love, and what concerns you. Even if it’s not very nice. Tell us. We can take it.” However, the platform drew a firm line against targeted harassment and threats directed at Post+ users.

Tumblr staff proactively contacted Kaijuno to assess their well-being amidst the backlash, recognizing the limitations of their ability to prevent threats once they had been issued.

“I felt like the sacrificial lamb,” Kaijuno explained to TechCrunch. “They didn’t announce Post+ beforehand and only gave it to a few people, which landed me in the crosshairs of a very upset user base when I’m just trying to pay off medical bills by giving people the option to pay for content.”

Underlying Concerns and Past Issues

The strong reaction from Tumblr users stems not from a rejection of creator support, but from doubts about Tumblr’s capacity to manage such a system effectively. Many users referenced a 2020 incident where blogs were compromised by spam bots distributing advertisements for a Ray-Ban sale.

“Tumblr is not the most well-coded website. It’s easy to break features,” Kaijuno added. “I think anything involving trusting Tumblr with your financial information would have gotten backlash.”

Privacy concerns were also raised. Initially, Post+ users could only block subscribers by contacting Tumblr support. This raised concerns about potential vulnerability in cases of harassment by paying subscribers. Tumblr has since announced that direct blocking will be implemented for all U.S.-based creators this fall.

The Future of Tumblr and Community Sentiment

Despite the concerns, Tumblr’s Gen Z user base (representing 48% of the platform) recognizes the necessity of revenue generation for the platform’s continued existence. Tumblr experienced a significant decline in traffic after banning NSFW content in 2018, and its growth has remained stagnant since.

A former Tumblr employee revealed that the Post+ feature originated as a tip jar concept, but was later redirected by leadership towards a paywalled subscription model.

“I think a Tip Jar would be a massive improvement,” said the creator behind the Tumblr blog normal-horoscopes. “External services [like Patreon] have more options, more benefits, better price points, and as a creator I get to choose how I present them to my audience.”

The introduction of a paywalled subscription service raises concerns about legal issues for creators of fan art and fanfiction, as derivative works are often subject to copyright restrictions. Even Archive of Our Own, a prominent fanfiction platform, discourages linking to monetization sites.

“Built-in monetization attracts businesses, corporate accounts, people who are generally there to make money first and provide content second,” said normal-horoscopes. “It changes the culture of a platform.”

Tumblr users are actively utilizing the Post+ feedback survey to voice their concerns, and the staff has welcomed this input.

“As with any new product launch, we expect our users to have a healthy discussion about how the feature will change the dynamics of how people use Tumblr,” a Tumblr spokesperson stated. “Not all of this feedback will be positive, and that’s OK. Constructive criticism fuels how we create products and ultimately makes Tumblr a better place.”

Tumblr’s community has demonstrated a willingness to challenge the platform’s decisions and advocate for organic growth. This protectiveness, despite skepticism towards staff, distinguishes Tumblr from larger social media companies. However, even after the controversial porn ban, Tumblr continues to face the challenge of evolving without alienating the users who define its unique identity.

Alternative monetization strategies, such as digital goods like Reddit coins or Discord emojis, have proven successful for other platforms. Tumblr’s decision to pursue Post+ underscores a potential disconnect between the company’s vision and the desires of its community.