Whiletheir attention used to be dominated solely by Facebook and Twitter, a number of businesses are now expanding their social media reach, a new study finds.
The microblogging site Tumblr is starting to turn the heads of major brands, research from social media analytics firm Simply Measured revealed. Specifically, 31 percent of the companies in the Interbrand 100 – which ranks businesses based on financial status – have created Tumblr accounts.
Of those brands, 27 also have Pinterest and Instagram accounts, which researchers said suggests many businesses are using Tumblr as a complement to other networks, or are experimenting with each of these networks to determine the best way to share visual content.
The study discovered that while Tumblr hasn’t attracted the number of brands that Facebook, Twitter or even Instagram has – 98, 97 and 74 percent, respectively – those who have logged on to the site are pretty active in their use of Tumblr for social media marketing.
More than 21 percent of companies are posting at least once a month, while 13 percent average at least three posts a week. MTV, Disney and Ralph Lauren posted the most over the last month.
In addition, it appears consumers are taking an interest in businesses' posts via the social network. The research revealed that each post among the 31 brands using Tumblr generates 1,462 notes -- which includes likes, comments and reblogs – each day.
Nearly all the brands using Tumblr are doing so to share photos. The study shows that 95 percent of all posts from the top brands are photos, and that those posts accounted for 98 percent of all reblogs over the past 30 days.
"Tumblr is being used by many of the largest brands in the world, but has yet to find the same widespread adoption as some the other major networks," Simply Measured researchers wrote in the study. "As brands begin to understand the long-term impact their efforts can have on Tumblr, we expect to see the number of brands using the network to grow."
Originally published on BusinessNewsDaily.