Long a favourite of the lucrative millennial market, Yahoo-owned Tumblr is gradually expanding its offering for brands in 2015.
Here's how things look today at the micro-blogging platform.
Tumblr was launched in 2007 by web developer and entrepreneur David Karp, who was interested in tumblelogs (a term for short-form blogs).
Within a fortnight the platform had 75,000 users. Six years later Yahoo bought Tumblr for US$1.1 billion.
Today there are 420 million Tumblr users around the globe, who generate 75 million posts daily.
There are currently 248 million blogs live on Tumblr, while the platform has hosted over 116.9 billion posts since first launching.
Tumblr is most popular with teens and 20-somethings, with most Tumblr users aged under 25 years.
Every day Tumblr sees 120,000 new sign ups.
Long shelf life
Unlike many of its rivals, content can enjoy a relatively long life on Tumblr.
One third of posts are reblogged (shared) 30 days after being posted, while the average post is reblogged 14 times.
In June 2012 Tumblr partnered with Adidas to launch its first brand advertising campaign.
While Apple chose Tumblr to make its social media debut when promoting the iPhone 5c.