Tumblr Post+ Subscription: Empowering Gen Z Creators

Tumblr Introduces Post+: A New Monetization Option for Creators

The landscape of social media is evolving rapidly, with platforms like Twitter, YouTube, and Instagram introducing new tools for creators to earn revenue. Now, Tumblr is entering this arena with Post+, its inaugural initiative designed to enable content monetization.

Post+ Details and Functionality

Currently in a limited beta phase, Post+ is available to a select group of creators based in the U.S., chosen directly by Tumblr. This initial rollout allows for testing and refinement before a wider launch.

Similar to Twitter’s Super Follows, Post+ empowers creators to designate specific content – including artwork, blog entries, and more – as exclusive to paying subscribers.

Subscription tiers are priced starting at $3.99 monthly, with additional options at $5.99 and $9.99. Tumblr will retain a 5% commission on creator earnings.

Creating content for Post+ remains consistent with standard Tumblr posting. Creators simply check a box to indicate subscriber-only access for posts, regardless of format – video, audio, text, or image.

A Platform for All Creators

Tumblr emphasizes that Post+ isn’t limited to established professionals or those with large followings. The platform aims to broaden the definition of monetizable content online.

A Tumblr spokesperson communicated to TechCrunch that “shitposters, memelords, artists, fan fiction writers, all of the above and everyone in between” will be able to benefit from Post+, fostering community and generating income.

Tumblr’s Evolution

While Tumblr may evoke nostalgia for millennials who remember its early days, the platform has undergone significant changes since its founding in 2007.

The platform was acquired by Yahoo in 2013 for $1.1 billion, and subsequently by Verizon when Yahoo was acquired.

A pivotal moment arrived in December 2018 with the ban of sexually explicit content and pornography. This decision followed the removal of the Tumblr app from the iOS App Store due to the presence of child pornography, prompting a complete prohibition of such material.

Following the ban, Tumblr experienced a 29% decrease in monthly page views, amounting to 151 million fewer views. Despite this decline, the platform has maintained a dedicated user base, currently averaging between 310 million and 377 million monthly page views, though analytics suggest a continuing downward trend.

Tumblr does not disclose its monthly active user numbers, but reports over 11 million posts daily and 500 million blogs.

New Ownership and a Focus on Gen Z

In 2019, Automattic, the parent company of WordPress.com, acquired Tumblr. Under new management, the platform is actively exploring revenue-generating features tailored to its evolving demographic.

Currently, over 48% of Tumblr users identify as Gen Z. This demographic demonstrates 26% greater time spent on the platform compared to older users, with average daily usage increasing by over 100% year-over-year.