What started as a joke against Twitter Blue has worked out significantly in Tumblr’s favor. In February 2023, Tumblr announced a revenue increase of 125% since launching its paid verification spoof on iOS platforms. Twitter removed its former verification system, which required proof of identity, in favor of a monetized and more vulnerable version. This led Tumblr to launch the Important Blue Internet Checkmark, their alternative version that allowed individuals to buy multiple badges for themselves or others. However, the only benefit was that users received multiple checkmarks to symbolize they were a “very important person on the internet.”
In response to Twitter’s paid verification, consumer spending on Tumblr’s iOS app increased to $263,000 in net revenue in November 2022. As ad revenue decreases, social platforms are trying to devise new monetization methods. The recent mocking of the bird platform done by Tumblr has revived the once-prominent website like a phoenix rising from its ashes. Meanwhile, Elon Musk’s Twitter Blue lost over 26k subscribers between February 14th and February 23rd alone.
It’s no secret that many formerly forgotten social platforms are seeing a resurgence of interest. With the average user looking for social media alternatives, Tumblr alone saw an increase of 135 million monthly active users. By leaning into the community and culture that make up the website’s foundation, Tumblr took a meme-able moment and turned it into a social lesson that their more “corporate” peers could (and should) learn a thing or two from.