Tumblr‘s has just launched Reblorg, a project that highlights original content published on the platform. Named after a play on the “reblog” button, Reblorg is the latest experiment from the platform's recently formed editorial department being billed by as “Tumblr’s hub for original creative work.”

Reblorg

Like Storyboard, which Tumblr launched in May, Reblorg highlights original content created by the Tumblr community.

But where Storyboard includes feature reporting on creators and their work, Reblorg’s homepage is a raw sensory assault of head-spinning gifs and image mashups. In other words, the kind of homegrown art Tumblr is best known for.

Users are invited to submit various forms of media including “video, animation, GIFs, glitches, music, paintings, challenge posts, contests, games, tech toys, collage, haiku, limericks, and kabuki coding.”

The invitation to contribute also declares that “our submission rules are simple: you must have made it, and it must be new.”

Users can submit their work by using the #reblorg tag on Tumblr. The editorial team then looks at each submission and chooses what to repost.

Revenue

This may not sound like a recipe for higher revenues, but consider Tumblr’s larger strategy for monetisation. In May, Tumblr’s editor-in-chief Chris Mohney said the site was looking for advertisers to launch creative projects on the site, as opposed to merely buying a few pixels worth of real estate for static ads.

In an interview with IT Pro, CEO David Karp explained how Tumblr's self-perception as a media company informed their long-awaited attempts to monetise.

“Instead of focusing on the hyper-targeting that Google and Facebook are selling [to] advertisers right now – a direct response from the audience – we have built our advertising products around creative brand advertising because we’re a media network. We have advertisers who are, rather than trying to capture intent, are trying to create intent.”

Watch the Taiwanese animation video that Tumblr commissioned Next Media Animation to produce introducing Reblorg here.