After almost a decade in the making, Tumblr has finally advanced its GIF-searching feature, Tumblr TV, into a fully developed alternative to the video-sharing app, TikTok. Given the ambiguity surrounding the continuation of TikTok in the U.S., Tumblr has sensed an opportunity to bring Tumblr TV, now a video-compatible feature, to its broader user base.
On Tuesday, Tumblr declared the promotion of Tumblr TV from a trial product in Tumblr Labs to a standard feature accessible to all. The promising video service occupies a visible third place in the app layout for new users, whereas existing users can manage its presence on their dashboard settings.
The leap from an experimental idea to a fundamental feature nearly ten years later aligns with the escalating demand for alternative video-sharing platforms to TikTok. This follows the controversial U.S. ban against Chinese-owned apps, including TikTok, the enforcement of which is currently at a standstill.
On the day of the TikTok prohibition, Tumblr reported an influx of new user registrations, resulting in a roughly 35% and 70% surge in iOS app installations and new user sign-ups respectively. Some new joiners even started Tumblr communities directed at TikTok users who sought a space to store and share their TikTok videos.
However, comparisons with TikTok highlight some notable shortcomings of Tumblr TV. Despite the platform improvements made during the trial phase, it lacks the TikTok feel that prioritizes original content. Tumblr TV’s resemblance to TikTok lies mainly in its similar vertical navigation layout, accessible through various channels when viewed on mobile. Nevertheless, the visual quality of videos and GIFs can’t compare to TikTok standards due to formatting issues from non-vertical recording.
Despite these challenges, Tumblr remains hopeful that its video feed feature could fill the void for displaced TikTok users. However, with TikTok currently back in operation within the U.S., the demand for a substitute platform seems reduced.
Original source: Read the full article on TechCrunch
