Tumblr can now be added to the long list of platforms offering a paid subscription tool for content creators. They call it Post+ and it creates an avenue for bloggers to charge subscription to users for their content. More so, it is also a way for the company to lure young audiences into their platform.
Tumblr’s Post+: How Does It Work?
Tumblr claims to have 11 million posts per day and 500 million blogs. It may not be as popular as others, but it still has a decent number of audience. And this newest action is their way to keep up with their competitors is Post+. According to Wall Street Journal, the feature Post+ gives three prices for content creators to charge their followers. It is in a monthly charge of $3.99, $5.99 or $9.99. The company will then be taking a 5% cut for their subscription fees. Still, users have the option to post content for free if they wish.
The subscription will allow followers/fans to access exclusive content from their favorite content creators. Tumblr explains that this is their way to attract more Gen Z creators and audience and to build traffic once more. Also, this action is effective since almost half of the site’s users do fall under the Gen Z (mid-to-late 1990s – early 2010s) demographic.
Lance Willett, Tumblr’s chief product and technology officer also explains that:
“When Tumblr first launched the product was perfectly attuned to millennial curation over creation, a kind of mood board. When we looked at the younger generation, trying to figure out what would be the hook for them, we decided to make Post+, because it’s something that will push the boundaries and it’s following their behavior they’re already doing”.
Why Only Now?
It has been a while since other platforms such as Facebook, YouTube, and Twitter provided a way for content creators to charge for their content. And Tumblr seems to be a little late for it. However, it is still an effective way for the site to grow its audience once more.
Gizmodo reported that the blogging site was once a massive platform for bloggers and vloggers. Unfortunately, the company faced controversies last 2018 as explicit content was seen across the platform. More so, Apple temporarily removed the app from the iOS App Store. The company then implemented a strict ban on adult content. Due to this, Verizon, the owner of the site had no choice but to sell it to WordPress.com owner Automattic Inc. in 2019 only for less than $3 million. Between these years, Tumblr lost almost a third of its audience.
Tumblr has become a platform for creators to post their original work. Users range from writers, comic creators, and young artists. This feature is a great way to earn what these artists deserve and for them to be more recognized with their talent and skill.
Take note that as of the moment, the feature is only available to selected creators for testing.