Tumblr and user-generated content Tumblr is a blog-based microblogging site and social networking platform based on user-generated content which is uploaded to individual users’ blogs. As of October 2018, the social network had surpassed 441 million user blogs. Tumblr users commonly post multimedia such as pictures, animated gifs or digital videos as well as short-form written content. The website is mainly accessed through a dashboard interface and users are able to customize their personal blogs.
As of February 2016, Tumblr had a global active reach of four percent, ranking behind many other social networks. Market leader Facebook reached 67 percent of the global online population.