Well, well, well. It would seem that Yahoo's impulse-buy acquisition Tumblr is finally coming of age. After several years of turning a so-so profit—to the tune of $13 million in 2012—Tumblr has been stepping timidly into the waters of advertising. Just last week, however, they announced a big splash: The launch of their new Creatr Network.
With Creatr, Tumblr looks to turn its greatest strength into its biggest profit generator. User generated content—and visual content, in particular—is Tumblr's bread and butter. The Creatr platform taps ten of the best and brightest young things on Tumblr, and provides them with the tools they need to partner with companies looking to advertise on Tumblr.
It's interesting to note that the Creatr Network is an intersection of two highly popular trends in marketing, today: Content Marketing and genuine marketing—directly targeting the millennials that make Tumblr one of the most visited websites, yearly. Instead of branding and advertising that would turn milennials away, the Creatr approach draws them to engage with noted artists and visual creators who they're already familiar with as Tumblr users.
As more and more users move towards blocking traditional online advertising, it's only natural for advertising itself to evolve. Survival of the fittest rings true in the animal kingdom, as well as the online kingdom. Content Marketing is one evolution, and now this new cross-breeding with a genuine approach appears to have created an interesting hybrid. Time will tell if the Creatr platform thrives—or goes the way of the dinosaur.