Networks, like Tumblr, reddit and even Pinterest have changed the way we not only share, but re-share information. The very act of “re-pinning” and “reblogging” are the way information travels and are essential tactics for the most popular players on each site. New research from social analytics company, simplymeasured looks at how the reblog keeps content alive.
Tumblr, or, more appropriately its subdomains, account for the short-form blogging giant being the 17th most popular website in the United States. Built for sharing images, it has become the king of the animated GIF–it’s even the most successful format of content for their advertisers and the “reblog.”
“Reblogs” are blog posts shared on a page that were originally created by another user and posted on another page.
Simplymeasured’s recent study looked specifically at the Interbrand Top 100 Brands list on Tumblr, where 31% of them have accounts. The most telling thing they found when analyzing accounts was that:
Content on Tumblr has a longer shelf life than on any other social network–thanks to reblogs.
In fact, 60% of reblogs on brand posts take place because a user saw the content on another blog and almost one-third of all reblogs take place more than 30 days after the initial post. That’s almost unheard of on Twitter or Facebook where information can be buried in a matter of minutes, or even seconds.
What makes something “rebloggable”?
It’s all about the influence of the person posting and quality of the content. Many users with a large following use the site as a discovery platform and may be more willing to share content that is evergreen, as long as it is original (and not overdone on other networks).
The goal is to create the content that becomes something one wants to reblog, as opposed to always reblogging others’ content.
Should brands reblog other people’s content?
In the past month, 69% of brand posts are original content, meaning that the brands are creating the content and posting it first to Tumblr. That means another 31% of content are reblogs from other Tumblr users.
Simplymeasured data shows that original is best, as these posts receive 89% of the total engagement (that can be attributed back to the brand).
Sprite is killin’ it
In July and August of 2013, Sprite was the top brand on Tumblr. An animated GIF of spin the bottle had more than 85,000 reblogs–almost as many reblogs for all other brands, combined.
Go get your reblog on!