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Here is everything they did right with the launch and distribution of its new policies.
But don’t talk down to them.
Tumblr caters to a younger demographic. In fact, anyone older than 21 is considered a “tumblr senior citizen.” If the average Internet user doesn’t have the patience to read the Terms of Service, what makes you think some high school punk will?
Tumblr wanted to make sure users actually stuck around to read through the boring stuff, which is why they used colloquial language and made jokes along the way. Readers were rewarded for continuing to read.
We’ve seen brands try this before with limited success. The problem is that the copywriter’s “conversational” tone is received as “condescending” by the audience. This is commonly seen in ads for complex events like paying taxes, buying cars, or financing homes, but can be found in easier tasks like buying a toothbrush or eating yogurt.
Tumblr succeeded because it included blurbs in each section that summarized the legal jargon. The concepts were complex, but the staff made them easier to understand.
Updating Terms of Service hardly screams “PR goldmine,” to marketers. Usually the legal department or the FTC has mandated changes, and most sites will push out a blog or press release as a courtesy announcement.
Keep an eye out for the small opportunities in your day-to-day tasks. Something that’s mundane could be recreated into a marketing home-run.
Tumblr has an incredibly consistent brand. Their blog posts are casual updates that anyone can understand, their staff regularly interacts with users and most changes are made with the reaction of the user in mind.
When Tumblr was acquired by Yahoo, everyone thought it would go off-brand and start to look like its parent company. That hasn’t happened yet.
When Tumblr started introducing ads and sponsored posts into its feed, users feared the site would start to look like Facebook or even MySpace. So far, we’re in the clear.
Everyone tries to go viral, and if they miss they try to be topical, but the secret sauce that propels both of these goals is quality.
Tumblr put in the extra effort to create awesome guidelines in order to please its user-base. The viral coverage and promotions that follow are mostly side effects. This wasn’t a forced attempt to go viral or a publicity stunt, it was good content presented as a gift to users.
Create something awesome, and the praise and publicity will follow. It’s not worth the effort to constantly try and chase the media.
On the whole, Internet users hate Terms of Service. It’s the annoying box that they check whenever they sign up for something. Tumblr proved to be a shining case study of marketing, branding, and audience understanding with its updated policies. Learn from them.