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‘2010-era microblogging loses its former allure.’
Tumblr, the struggling social media platform, is facing further challenges as it may be operated by a significantly reduced team going forward. According to an internal memo allegedly from parent company Automattic, which has been circulating on social platforms, the company has expressed disappointment with the results of its efforts. This is a significant departure from a previous leak earlier this year, which suggested that Automattic was working on implementing a TikTok-inspired algorithmic feed to revitalize the platform.
While this development does not necessarily signal the end for Tumblr, the memo does not bode well for its future. The memo states that the majority of the 139 employees will be reassigned to other Automattic projects, leaving a small team of Trust & Safety and support workers to manage Tumblr. In a year marked by numerous layoffs in the tech industry, handling this transition without significant job losses could be seen as a positive outcome.
Automattic, the company behind popular blogging tool WordPress, acquired Tumblr from Verizon in 2019. However, Tumblr’s ownership has been tumultuous, with various changes and a lack of success in finding a winning formula to revive the platform. The controversial ban on adult content likely contributed to its struggles.
The alleged memo reads, “We are at the point where after 600+ person-years of effort put into Tumblr since the acquisition in 2019, we have not gotten the expected results from our effort, which was to have its revenue and usage above its previous peaks.” It goes on to mention the team’s intention to reflect on their efforts and determine where to focus their energy next.