Teen and young adult audiences tend to be the most lucrative segment for many brands.

And while many of these millennials are on Facebook and Instagram, most rate Tumblr as their preferred social network.

Read on to find out more about this plucky micro-blogging platform.

Tumble beginnings

Tumblr is actually one of the ‘older’ social platforms, dating its origins back to the heady days of 2006. The name is an abbreviation of tumblelog, a type of short-form blog.

Within two weeks of launch Tumblr had 75,000 users.

Seven years later Yahoo shelled out US$1.1 billion to snap up the platform.

Big business

Today there are over 270 million blogs hosted on Tumblr, with 80 million new posts created every day.

Over the past decade Tumblr has hosted over 126 billion blog posts.

Young guns

Despite competition from Snapchat and Instagram, Tumblr remains the most popular platform with teens and young adults.

Indeed, over half of Tumblr’s 420 million strong user base is aged under 25 years.

Money makers

It wasn’t until 2012 that Tumblr announced its first advertising deal with Adidas. Since then the platform has slowly been increasing its ad options for marketers, such as sponsored posts and video.

Fun fact: Apple chose Tumblr to launch its first ever social campaign.