{"id":140912,"date":"2022-11-23T22:07:22","date_gmt":"2022-11-23T22:07:22","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=140912"},"modified":"2025-01-23T12:54:08","modified_gmt":"2025-01-23T12:54:08","slug":"tumblr-twitter-automattic","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/insights\/social-media-news\/tumblr-twitter-automattic\/","title":{"rendered":"Tumblr Plans to Join the Fediverse of Twitter Alternatives"},"content":{"rendered":"<h2>The Automattic-owned social network could provide a friendlier onramp compared with Mastodon<\/h2>\n<p>Tumblr will add support for the ActivityPub protocol recently popularized by the <a href=\"https:\/\/www.similarweb.com\/blog\/insights\/social-media-news\/mastodon-twitter-alternative\/\">growth of Mastodon<\/a>. That means Tumblr will join the \u201cfediverse\u201d of federated social websites and apps that allow members to see content from other such services. In the process, it could capture the attention of social media users looking for an alternative to Twitter but frustrated by the relatively unpolished and slightly more technical Mastodon user interface.<\/p>\n<p>If Tumblr does indeed capitalize on this opportunity, it couldn\u2019t come at a better time to reverse the ongoing shrinkage of the social network, which still has die-hard fans but often seems to have been left behind. Media <a href=\"https:\/\/techcrunch.com\/2022\/11\/21\/tumblr-to-add-support-for-activitypub-the-social-protocol-powering-mastodon-and-other-apps\/\">reports<\/a> of the plan are based on a series of <a href=\"https:\/\/x.com\/photomatt\/status\/1594577983028740096\">tweets<\/a> from Matt Mullenweg, CEO of Automattic, which has owned Tumblr since 2019 but is better known as the company behind WordPress.<\/p>\n<h2>Key takeaways<\/h2>\n<ul>\n<li>Tumblr is one of the social sites claiming to see an influx of new users as Twitter sees users leaving or experimenting with alternative services. However, <a href=\"https:\/\/www.similarweb.com\/website\/tumblr.com\/\">tumblr.com web traffic<\/a> for the first 20 days of November is 13% lower than it was for the same period in 2022, according to Similarweb estimates.<\/li>\n<li>Tumblr.com traffic has been down by double digits on a year-over-year basis every month since February, and active users of its mobile apps were down 9.2% year-over-year over the last three months, according to Similarweb estimates.<\/li>\n<\/ul>\n<h2>Is Tumblr really gaining from Twitter\u2019s crisis?<\/h2>\n<p>In a <a href=\"https:\/\/x.com\/photomatt\/status\/1589809052695285760\">tweet<\/a>, Automattic CEO Matt Mullenweg reported, \u201cOver the past 7 days, iOS downloads are up 58% with 30% more impressions in the App Store. Android downloads are up 57% with 50% more impressions in the Play Store.\u201d<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-140907 size-full\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/2022\/11\/tumblr_1.png\" alt=\"screen capture of tweet by Matt Mullenweg\" width=\"900\" height=\"352\" \/><\/p>\n<p>Similarweb has not independently verified those numbers, and the New York Times reported that Automattic wouldn\u2019t provide usage numbers beyond pointing to Mullenweg\u2019s tweets.<\/p>\n<p>From what we can see based on <a href=\"https:\/\/www.similarweb.com\/website\/\">web traffic<\/a> to tumblr.com, Tumblr isn\u2019t seeing significant gains \u2013 in fact, traffic for the first 20 days of November is 13% lower than it was for the same period in 2021.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-140908 size-full\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/2022\/11\/tumblr_2.png\" alt=\"Chart: Tumblr's recent traffic is lower than last year at this time\" width=\"1200\" height=\"742\" \/><\/p>\n<p>Other Twitter alternatives, particularly those that are part of the Mastodon network, have seen much more noticeable bumps in traffic, although they operate on a much smaller scale than Tumblr and have barely dented the still larger <a href=\"https:\/\/www.similarweb.com\/website\/twitter.com\/\">traffic of Twitter<\/a> (the <a href=\"https:\/\/www.similarweb.com\/top-websites\/\">#5 most trafficked website in the world<\/a>).<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-140909 size-full\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/2022\/11\/tumblr_3.png\" alt=\"chart: traffic gains to other Twitter alternatives\" width=\"1200\" height=\"742\" \/><\/p>\n<h2>The opportunity for Automattic and Tumblr<\/h2>\n<p>The opportunity for Automattic and Tumblr is that many of the longtime <a href=\"https:\/\/www.similarweb.com\/app\/google-play\/com.twitter.android\/statistics\/\">Twitter users<\/a> trying out Mastodon report being frustrated by it. That\u2019s not true of everyone: some are enjoying the opportunity to relearn how to use social media in an ad-free experience that is also less dominated by algorithms and the viral spread of information. However, it\u2019s also probably true the majority of those checking out Mastodon never set up an account because they first have to pick a specific server to join from the hundreds in the network, adding a couple of additional steps to the signup process.<\/p>\n<p>The performance, reliability, and content moderation policies associated with Mastodon can also vary between servers, leading to additional frustrations when overloaded servers aren\u2019t available or fail at basic tasks such as password resets.<\/p>\n<p>However, Mastodon is only one of several social software products that support <a href=\"https:\/\/www.w3.org\/TR\/activitypub\/\">ActivityPub<\/a>, an open standard (\u201crecommendation\u201d) from the World Wide Web Consortium. Although Mastodon is run as a nonprofit, and most Mastodon nodes are ad-free, there is nothing to stop a for-profit entity such as Tumblr from attaching itself to the fediverse. And while Mastodon loyalists might not find that alternative attractive, the average consumer of social media content might find tolerating a few ads a worthwhile tradeoff for a more polished user interface, onboarding experience, and professional support.<\/p>\n<p>Whether Automattic can pull that off remains to be seen. Tumblr has been in decline, and even Automattic\u2019s <a href=\"https:\/\/www.similarweb.com\/blog\/insights\/software-tech-news\/wordpress-decline\/\">WordPress has seen its growth stutter<\/a>.<\/p>\n<h2>Tumblr.com has been trending lower all year<\/h2>\n<p>Traffic to tumblr.com has been down by double digits on a year-over-year basis every month since February, so the company needs something to reverse that downward momentum.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-140910 size-full\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/2022\/11\/tumblr_4.png\" alt=\"Chart: Tumblr's declining traffic compared with Twitter\" width=\"1200\" height=\"742\" \/><\/p>\n<h2>Tumblr app performance has been no better<\/h2>\n<p>We get app metrics on a slight lag, so we can\u2019t say anything either way about the recent uptick in app performance Mullenweg reported. However, over the past three months, <a href=\"https:\/\/www.similarweb.com\/app\/google-play\/com.tumblr\/statistics\/\">Tumblr app usage<\/a> was down by more than 9%, year-over-year, according to Similarweb estimates.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-140911 size-full\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/2022\/11\/tumblr_5.png\" alt=\"chart: Tumblr's decline in app active users\" width=\"1600\" height=\"742\" \/><\/p>\n<h2>Awaiting Tumbr\u2019s entrance to the fediverse<\/h2>\n<p>So far, Tumblr\u2019s fediverse play is nothing more than a promise \u2013 but one that, technically, shouldn\u2019t be too difficult to pull off. Some WordPress enthusiasts are lobbying for better ActivityPub integration with their blogs, which is already possible with plugins.<\/p>\n<p>Whether Automattic can execute quickly and well enough to make a real difference will be interesting to watch.<\/p>\n<p><em>The Similarweb Insights &amp; Communications team is available to pull additional or updated data on request for the news media (journalists are invited to write to <a href=\"mailto:press@similarweb.com\">press@similarweb.com<\/a>). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or <a href=\"https:\/\/www.similarweb.com\/blog\/insights\/\">similarweb.com\/blog\/insights\/<\/a>.<\/em><\/p>\n<p><a href=\"https:\/\/support.similarweb.com\/hc\/en-us\/articles\/360001631538-Similarweb-Data-Methodology\"><strong>Methodology<\/strong><\/a><\/p>\n<p><strong>Disclaimer:<\/strong> All data, reports and other materials provided or made available by Similarweb are based on data obtained from third parties, including estimations and extrapolations based on such data. Similarweb shall not be responsible for the accuracy of the materials and shall have no liability for any decision by any third party based in whole or in part on the materials.<\/p>\n<p>Image by\u00a0<a href=\"https:\/\/pixabay.com\/users\/geralt-9301\/?utm_source=link-attribution&amp;utm_medium=referral&amp;utm_campaign=image&amp;utm_content=1969952\">Gerd Altmann<\/a>\u00a0from\u00a0<a href=\"https:\/\/pixabay.com\/\/?utm_source=link-attribution&amp;utm_medium=referral&amp;utm_campaign=image&amp;utm_content=1969952\">Pixabay<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Automattic-owned social network could provide a friendlier onramp compared with Mastodon Tumblr will add support for the ActivityPub protocol recently popularized by the growth of Mastodon. That means Tumblr will join the \u201cfediverse\u201d of federated social websites and apps that allow members to see content from other such services. In the process, it could [&hellip;]<\/p>\n","protected":false},"author":441,"featured_media":141546,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[7892,8274],"tags":[],"class_list":["post-140912","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","category-social-media-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tumblr Plans to Join the Fediverse of Twitter Alternatives | Similarweb<\/title>\n<meta name=\"description\" content=\"Automattic-owned Tumblr plans to adopt the ActivityPub protocol, joining the same fediverse as Mastodon. Could that reverse Tumblr&#039;s decline? 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