Tumblr Post+ Beta: Subscription Feature Launches

Tumblr Launches Open Beta for Post+ Subscription Feature

Tumblr is now offering its Post+ subscription product to all users in the U.S. through an open beta program. This rollout follows a closed beta period initiated in July, during which a select group of creators were permitted to place certain content behind a monthly paywall.

Initial Concerns and User Feedback

The introduction of direct monetization on Tumblr represented a significant shift, and initially faced resistance from the user base. Concerns were raised regarding potential alterations to the platform’s established culture.

Responding to this feedback, Tumblr has removed the distinctive blue Post+ badge previously displayed alongside the usernames of participating creators. This change addresses concerns about the badge’s visual similarity to Twitter’s verification system, which clashed with Tumblr’s existing practice of concealing follower and following counts.

New Pricing Options and Revenue Sharing

In addition to the badge removal, Tumblr is introducing a new subscription price point of $1.99 per month. Previously, creators could only offer subscriber-exclusive content at $3.99, $5.99, or $9.99.

Tumblr’s revenue sharing model is also competitive, taking only a 5% commission on creator earnings. This is in contrast to platforms like Patreon, which charges between 5% and 12% depending on the subscription tier. All payments will be facilitated through Stripe.

Addressing User Safety Concerns

Early criticisms of Post+ centered on the lack of direct control over paying subscribers. During the closed beta, users lacked the ability to block subscribers independently and had to contact support for assistance.

This issue has been rectified in the open beta, granting creators the ability to block subscribers directly. Creators are also now able to apply the Post+ paywall to previously published content.

Fanfiction and Copyright Considerations

A user-led protest, garnering over 98,000 notes, currently dominates search results for “post plus” on Tumblr. This highlights ongoing user apprehension regarding the new feature.

Many Tumblr users have built substantial followings by sharing fan-created content, such as fanfiction. While Tumblr has cited fanfiction as a viable option for Post+, users express concerns about potential legal repercussions related to monetizing fan works.

Archive of Our Own, a prominent fanfiction platform, prohibits links to monetization services like Patreon or Ko-Fi due to the risk of copyright disputes. Although creating fan content is generally considered fair use, profiting from it may constitute copyright infringement.

Tumblr’s Recovery and Focus on Gen Z

Following a ban on pornographic content in 2018, Tumblr experienced a 29% decrease in monthly page views, a level of traffic it has yet to recover.

Since its acquisition by Automattic in 2019, Tumblr has prioritized attracting Gen Z audiences, who currently comprise approximately 48% of its user base. The platform asserts that Post+ is designed to appeal to this demographic, and the open beta results will determine whether this strategy aligns with user preferences.