While it doesn't attract the headlines of Facebook or Twitter, there's a lot to like about Tumblr.
For example, Apple chose Tumblr to launch its first social campaign, and the platforms is a runaway hit with teens.
Here's what else is going on behind the scenes in Tumblr.
Seven year itch
Tumblr launched in 2007 by and is based in New York City.
In 2013 Yahoo acquired Tumblr for a cool US$1 billion, with founder David Karp remaining CEO.
Over 120,000 people sign-up on Tumblr every day, and at last count the platform hosts 169 million blogs.
These blogs generate over 113 million posts every day.
Over a typical month Tumblr sees 200 million visits and 5.1 billion page views.
Tumblr remains a hit with teenagers. Well over half (61 per cent) of teens list Tumblr as their favourite social network.
While 66 per cent of Tumblr users are aged under 35.
The average user spends 14 minutes on Tumblr, more than Facebook or Twitter.
Engagement on Tumblr continues to grow – increasing 261 per cent since 2012.
Tumblr is a platform largely powered by tags. The five most popular are lol, fashion, food, art and vintage.
The most viral blog on Tumblr in 2013 was Reasons My Son is Crying,
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