Union Metrics explored which brands are being talked about most on Tumblr, regardless of whether or not they have a presence on the blogging platform at this time. The research was published on 29 October 2013.
They explored Interbrand’s list of the top 100 global brands to find the top ten brands on Tumblr and ranked the list by total conversational activity that took place over the course of a month including public mention of a brand in any post or tag, from any blog on Tumblr.
They found that Disney is the most popular brand on Tumblr, seeing more overall activity and stronger engagement than any other brand. In the month of data analyzed, none of the top posts about any brand originated from the brand; the top ten posts about each brand were created by fans.
The kinds of content that people share on Tumblr about their favorite brands include all kinds of fan art, as well as pictures of the products they’ve bought and how they’re using them. For example, a great deal of the Tumblr conversation about Starbucks involves customers posting pictures of their coffee beverages.
Simply Measured published a study (pdf) in August 2013 showung that just 31 percent of the worlds largest brands have a presence on Tumblr, of which 21percent were active in the 30 day reporting period of the study.
Are you monitoring Tumblr for mentions of your brand? Or are you using Tumblr as a social media publishing platform?
You may also find of interest this article that covers five fashion brands using Tumblr as part of their online communications.