Tumblr’s blog-like function allows account-holders to use the platform in order to create diaries of their daily lives, to post different types of information that inspires them, as well as to liveblog about events as they happen or about TV shows as they are aired. The platform supports several different types of posts, such as text posts, whether plain or accompanied by images, hyperlinks or videos, but also photo posts, quote posts, link post, chat posts, audio posts and video posts, whether uploaded from a device or imported from websites such as Vimeo or YouTube. The social media function allows users to “like” and/or reblog a post. Another function permits communication between different accounts, although users can also chose to keep their content private. The website uses the followers-based system made famous by Twitter, where interested users can follow other users' blogs, whether they are friends, strangers or even celebrities.
Due to its fast-pace communication style, multiple mediums and heavy use of sometimes specific imagery, pop-culture references and slang, Tumbler is unsurprisingly most popular among young Millennials. Despite Tumblr being a relatively niche social network, its users used to be highly engaged until the content ban at the end of 2018 - however, as of March 2019, U.S. Tumblr app users spent an average of almost 118 monthly minutes on the social app, ranking behind Facebook, Snapchat, Instagram, Twitter, and Reddit.
