This turns Tumblr users into editors and curators in addition to content creators. The sharing functionality allows posts to spread rapidly, just as links and headlines do on Facebook and Twitter. In Tumblr’s case, though, the whole post is shared, not just the headline and link.
It’s worth noting that this whole concept makes a mockery of the idea of traditional content “theft.” If someone “re-blogged” a traditional newspaper story, inserting it into their own site, the newspaper would probably scream bloody murder and sic lawyers on them. And yet, on Tumblr, those whose posts are “re-blogged” feel nothing but gratitude and pride (thanks for sharing my work!).
Henry Blodget, Tumblr Blows Past 15 Billion Pageviews Per Month, Thumbing Nose At Old Media Thinking As It Goes, January 23, 2012
Some other interesting facts:
- The average post is “re-blogged” 9 times
- 90% of the posts on Tumblr are reblogs or groups (curation). 10% are original content creation.