I have achieved joy, I feel positive feelings toward Tumblr, I want to engage, I want to stay, my eyeballs land on more ads, you make more money, everyone wins! 🎉
Seeing the collapsed thread, you go like this:
😮 ooh, that’s cool 😐 “16 cents”? yes, that’s literally what the pic shows, not sure why you felt the need to say that
There is no motivation for me to uncollapse the reblog chain—it looks like a boring conversation about the denominations of coins. And even if I do uncollapse it, you’ve ruined the joke by showing me the punchline before the setup. I am sad, Tumblr is boring, I go elsewhere to entertain myself, I see less ads, you make less money, everyone loses. 😥
Reblog chains are the best thing about Tumblr. They are your unique super power. They are the thing that makes people screenshot Tumblr and share it around. Why on earth would you kneecap them??
I don’t know exactly how you plan to implement this. Give people the option to keep them collapsed if there truly are people who are annoyed by how long they can get (you already have a version of this feature), but don’t collapse them for everyone or new users by default. Please. It will make Tumblr so much more boring.
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.
