Tumblr may have been overshadowed by social
media platforms like Facebook and Twitter lately, but it seems that the social
networking website is rapidly catching up thanks to new in-house creative lab
called the Creatrs Network.
The microblogging platform has helped over 100 Tumblr blogs turn into
published books, but Creatrs Network is bound to take better advantage of the blogging
site’s 420 million monthly unique visitors.
In late January, Yahoo’s Tumblr announced the launch of an advertising
platform which acts as a liaison between the artist and the brand that wants to
use the former’s artwork in their broader campaigns. Hundreds of artists will
have the chance to get into the action with brands that demand digital content
for their campaigns and, eventually, they will have the opportunity to sign up
and try to sell their art to a brand that will syndicate the content across
multiple verticals. For now, Tumblr is choosing its own artists to participate
in Creatrs Network.
The microblogging platform’s new division has been in development for a
year and a hand-selected cohort of artists have already started working with
brands such as AT&T, Gap and Universal Pictures to develop original content
which can be featured not only on their Tumblr pages, but also on other
platforms.
Fast Company quoted
David Hayes, Tumblr head of creative strategy saying that the platform pays all
of its artists and that it has paid “over a quarter of million dollars in the
half-year of tests.”
Creatrs Network it is more than an attention-grabbing project; it will also
become a revenue stream which is likely to transform Tumblr into a profitable
venture. Brands will join the in-house creative lab, outline their goals for a
certain campaign with the team and will be presented with a number of artists
from the current pool of 300 artists. Mr Hayes believes that the difference
between an ad company and Tumblr’s Creatrs Network is the amount of time the
brand spends working on a given piece of promotional content.
The second part of the project is an internal collective at Tumblr which will
include ten of the platform’s brightest artists. They will work directly with
Tumblr to create digital content for campaigns, events and other types of projects, but the different between Creatrs
Collective and Creatrs Network is that the former will work towards the
objectives of Tumblr and not the goals of advertisers.
Creatrs Network is likely to become a revenue stream, since all brands
using it are required to purchase Tumblr advertisement. Companies cannot buy
content from Creatrs Network without also purchasing Tumblr ad spots first.
For now, artists must be selected and cannot sign up on their own, but as
Tumblr continues to test the new model and see boosted demand from advertisers,
that may soon change.
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