My Family And I Are Out Having Breakfast And The Instant All Star Started Playing Over The Diner Speakers

my family and I are out having breakfast and the instant All Star started playing over the diner speakers out of nowhere my brother and I locked eyes in a shared moment of... I don't know. Primal fear?

Tumblr’s Core Product Strategy

Here at Tumblr, we’ve been working hard on reorganizing how we work in a bid to gain more users. A larger user base means a more sustainable company, and means we get to stick around and do this thing with you all a bit longer. What follows is the strategy we're using to accomplish the goal of user growth. The @labs group has published a bit already, but this is bigger. We’re publishing it publicly for the first time, in an effort to work more transparently with all of you in the Tumblr community. This strategy provides guidance amid limited resources, allowing our teams to focus on specific key areas to ensure Tumblr’s future.

The Diagnosis

In order for Tumblr to grow, we need to fix the core experience that makes Tumblr a useful place for users. The underlying problem is that Tumblr is not easy to use. Historically, we have expected users to curate their feeds and lean into curating their experience. But this expectation introduces friction to the user experience and only serves a small portion of our audience. 

Tumblr’s competitive advantage lies in its unique content and vibrant communities. As the forerunner of internet culture, Tumblr encompasses a wide range of interests, such as entertainment, art, gaming, fandom, fashion, and music. People come to Tumblr to immerse themselves in this culture, making it essential for us to ensure a seamless connection between people and content. 

To guarantee Tumblr’s continued success, we’ve got to prioritize fostering that seamless connection between people and content. This involves attracting and retaining new users and creators, nurturing their growth, and encouraging frequent engagement with the platform.

Our Guiding Principles

To enhance Tumblr’s usability, we must address these core guiding principles.

Expand the ways new users can discover and sign up for Tumblr.

Provide high-quality content with every app launch.

Facilitate easier user participation in conversations.

Retain and grow our creator base.

Create patterns that encourage users to keep returning to Tumblr.

Improve the platform’s performance, stability, and quality.

Below is a deep dive into each of these principles.

Principle 1: Expand the ways new users can discover and sign up for Tumblr.

Tumblr has a “top of the funnel” issue in converting non-users into engaged logged-in users. We also have not invested in industry standard SEO practices to ensure a robust top of the funnel. The referral traffic that we do get from external sources is dispersed across different pages with inconsistent user experiences, which results in a missed opportunity to convert these users into regular Tumblr users. For example, users from search engines often land on pages within the blog network and blog view—where there isn’t much of a reason to sign up. 

We need to experiment with logged-out tumblr.com to ensure we are capturing the highest potential conversion rate for visitors into sign-ups and log-ins. We might want to explore showing the potential future user the full breadth of content that Tumblr has to offer on our logged-out pages. We want people to be able to easily understand the potential behind Tumblr without having to navigate multiple tabs and pages to figure it out. Our current logged-out explore page does very little to help users understand “what is Tumblr.” which is a missed opportunity to get people excited about joining the site.

Actions & Next Steps

Improving Tumblr’s search engine optimization (SEO) practices to be in line with industry standards.

Experiment with logged out tumblr.com to achieve the highest conversion rate for sign-ups and log-ins, explore ways for visitors to “get” Tumblr and entice them to sign up.

Principle 2: Provide high-quality content with every app launch.

We need to ensure the highest quality user experience by presenting fresh and relevant content tailored to the user’s diverse interests during each session. If the user has a bad content experience, the fault lies with the product.

The default position should always be that the user does not know how to navigate the application. Additionally, we need to ensure that when people search for content related to their interests, it is easily accessible without any confusing limitations or unexpected roadblocks in their journey.

Being a 15-year-old brand is tough because the brand carries the baggage of a person’s preconceived impressions of Tumblr. On average, a user only sees 25 posts per session, so the first 25 posts have to convey the value of Tumblr: it is a vibrant community with lots of untapped potential. We never want to leave the user believing that Tumblr is a place that is stale and not relevant. 

Actions & Next Steps

Deliver great content each time the app is opened.

Make it easier for users to understand where the vibrant communities on Tumblr are. 

Improve our algorithmic ranking capabilities across all feeds. 

Principle 3: Facilitate easier user participation in conversations.

Part of Tumblr’s charm lies in its capacity to showcase the evolution of conversations and the clever remarks found within reblog chains and replies. Engaging in these discussions should be enjoyable and effortless.

Unfortunately, the current way that conversations work on Tumblr across replies and reblogs is confusing for new users. The limitations around engaging with individual reblogs, replies only applying to the original post, and the inability to easily follow threaded conversations make it difficult for users to join the conversation.

Actions & Next Steps

Address the confusion within replies and reblogs.

Improve the conversational posting features around replies and reblogs. 

Allow engagements on individual replies and reblogs.

Make it easier for users to follow the various conversation paths within a reblog thread. 

Remove clutter in the conversation by collapsing reblog threads. 

Explore the feasibility of removing duplicate reblogs within a user’s Following feed. 

Principle 4: Retain and grow our creator base.

Creators are essential to the Tumblr community. However, we haven’t always had a consistent and coordinated effort around retaining, nurturing, and growing our creator base.  

Being a new creator on Tumblr can be intimidating, with a high likelihood of leaving or disappointment upon sharing creations without receiving engagement or feedback. We need to ensure that we have the expected creator tools and foster the rewarding feedback loops that keep creators around and enable them to thrive.

The lack of feedback stems from the outdated decision to only show content from followed blogs on the main dashboard feed (“Following”), perpetuating a cycle where popular blogs continue to gain more visibility at the expense of helping new creators. To address this, we need to prioritize supporting and nurturing the growth of new creators on the platform.

It is also imperative that creators, like everyone on Tumblr, feel safe and in control of their experience. Whether it be an ask from the community or engagement on a post, being successful on Tumblr should never feel like a punishing experience.

Actions & Next Steps

Get creators’ new content in front of people who are interested in it. 

Improve the feedback loop for creators, incentivizing them to continue posting.

Build mechanisms to protect creators from being spammed by notifications when they go viral.

Expand ways to co-create content, such as by adding the capability to embed Tumblr links in posts.

Principle 5: Create patterns that encourage users to keep returning to Tumblr.

Push notifications and emails are essential tools to increase user engagement, improve user retention, and facilitate content discovery. Our strategy of reaching out to you, the user, should be well-coordinated across product, commercial, and marketing teams.

Our messaging strategy needs to be personalized and adapt to a user’s shifting interests. Our messages should keep users in the know on the latest activity in their community, as well as keeping Tumblr top of mind as the place to go for witty takes and remixes of the latest shows and real-life events.  

Most importantly, our messages should be thoughtful and should never come across as spammy.  

Actions & Next Steps

Conduct an audit of our messaging strategy.

Address the issue of notifications getting too noisy; throttle, collapse or mute notifications where necessary.  

Identify opportunities for personalization within our email messages. 

Test what the right daily push notification limit is. 

Send emails when a user has push notifications switched off.

Principle 6: Performance, stability and quality.

The stability and performance of our mobile apps have declined. There is a large backlog of production issues, with more bugs created than resolved over the last 300 days. If this continues, roughly one new unresolved production issue will be created every two days. Apps and backend systems that work well and don't crash are the foundation of a great Tumblr experience. Improving performance, stability, and quality will help us achieve sustainable operations for Tumblr.

Improve performance and stability: deliver crash-free, responsive, and fast-loading apps on Android, iOS, and web.

Improve quality: deliver the highest quality Tumblr experience to our users. 

Move faster: provide APIs and services to unblock core product initiatives and launch new features coming out of Labs.

Conclusion

Our mission has always been to empower the world’s creators. We are wholly committed to ensuring Tumblr evolves in a way that supports our current users while improving areas that attract new creators, artists, and users. You deserve a digital home that works for you. You deserve the best tools and features to connect with your communities on a platform that prioritizes the easy discoverability of high-quality content. This is an invigorating time for Tumblr, and we couldn’t be more excited about our current strategy.

apotheosis

/əˌpäTHēˈōsəs/

(noun) - the ascendance or elevation of a person to divine status.

They say I saved the world.

I have tried to tell my people that the world is not safe; that no world is safe. That no world could ever be safe, not forever. Safety is a tranquil pool through which the river of history flows. I know the truth, or at least part of it, thanks to the man I met that day. No one else knows about that man, and he may not have even been real, but I must speak of him all the same, for he taught me something I will never forget. He imparted to me, in a sense, the meaning of life.

He arrived, perhaps against his own better judgment, in a flash of light at just the right moment. And judgment it was, indeed; I had been given a choice that I could not bring myself to make, and he showed me what I had to do. He helped to fix the mistake that I had made, but he seemed so forlorn while he did so. I could not help but to ask him why: why he was helping at all, and why it made him sad. And when I did, he turned to me, and he told me a story.

Long ago, and very far from here, there was a man who lived on a small blue-green planet, under a small yellow sun, lost in the endless cosmic night. This man was gifted; his work alone accelerated the scientific advancement of his world by hundreds of years over the course of his lifetime. To his beloved people, he brought peace, health, safety, comfort, and most importantly knowledge. But it was not enough for him.

He did not seek power. He did not wish for domination, not over his fellow man or even over nature. What he sought was knowledge for its own sake -a nobler pursuit than power and control, but still dangerous. And as must always happen, one day... something went horribly wrong. He did not speak of what happened, not in detail, but in tinkering with the very fabric of reality, he became... sundered, splintered, undone, and then suddenly… remade.

He could, all at once, perceive the whole of infinity around him. He saw the great nothing at the bottom of everything, and the madness at the top. He experienced every iteration of every universe; all of time and space happening at once in an endless forest of infinitely-branching cosmic trees. He saw the space between and could channel the limitless energy from that aether to reshape reality as he pleased. He was, in an instant, more powerful than any god -truly omnipotent. He understood the meaning of existence and he knew, with omniscient certainty, that there was no meaning. There was no reason for existence at all, no purpose within being. Reality simply is. How does someone, formerly finite and mortal, cope with infinity in every direction, when there is no meaning behind that infinity?

The answer, he said, was joyfully simple.

Existence, he told me then, is a blank canvas upon which to paint meaning. And he added another revelation to help me paint my meaning: existence is not unknowing and uncaring, for we know that we exist, and we must resolve to care. We are each the universe made conscious, he said to me with humble awe in his voice, and the only thing missing from a universe without consciousness is compassion. Only that which has the ability to know and understand, can know and understand others. It was so clear to me in that moment: that consciousness exists to be the door through which meaning enters the universe, and that meaning must be kindness.

I asked him, then, why he was sad, for what he had said brought me tears of joy. He told me that every instance of an event with more than one outcome is another node in the tree, another fork splitting into new branches, each one with their own branches, unto eternity. There is no one true timeline, no one correct path. For him to create a new one through intervention was merely an infinitesimal drop in the aether, and he could see all the futures in which I had made a choice. He knew what would have happened without him -if, that is, the choice had been left to me, in my ignorance. He grieved that he could never ensure the permanent safety and happiness of a world, for that would be a task of infinity against infinity. To forge a new path for a world through kindness may not change much, he said, but it is noble.

But then he smiled, and he told me his secret: his purpose. For all his power and knowledge, for all his eternity, he confided in me that he was not infallible. The meaning he ascribes to his everlasting life, therefore, is to strive to be better, for this is a task wherein the goal is always one step further. The quest for compassion is as endless as he and the whole of existence. So, too, is his other task: to maintain the integrity of all universes -as he has seen, there are always some rare few who would seek nothing but destruction. He cares for every infinitely-branching tree of spacetime in Eternity, tends to their ills and encourages their growth.

He told me, then, that his work in this time and place was complete, for now, and wished me well as he left the same way he had come: in a flash of otherworldly light. But I have thought about him every day since then, as my world slowly heals, and I have come to appreciate who and what he really is. He did not create existence, but he bears its responsibility as though he did. He wanders the grand cosmic forest of times and spaces, sowing kindness where it must be sown and fostering compassion across the whole of existence, in hopes of watching it bloom like flowers in an endless summer sun.

I never learned his name, but I know what I will call him.

I will call him the Gardener.

If you fall for a social media prank, do you reblog/pass it on to your followers?

By Jason Ting

Given how humanity reacts to life in general, can we picture the INSANELY good memes that would have been made in the Martian universe while they tried to rescue Watney?