Since the creation of Tumblr in 2007, the site has grown and evolved to offer short-form videos, and now, it is re-launching Tumblr TV. Originally an experimental feature developed in 2015, it has advanced to become a principal element of the site positioned as a potential TikTok replacement.
Tumblr announced the upgrade of Tumblr TV from its experimental division, Tumblr Labs, on Tuesday. It has been made prominent within the app interface for new users. Existing users, on the other hand, can find this feature within their Dashboard Tabs configuration settings.
This strategic move of Tumblr to promote Tumblr TV arrives in the wake of the U.S. ban of TikTok due to its Chinese ownership. While the ban’s enforcement has been paused via President Trump’s intervention, the app’s future remains unpredictable even after the 75-day deadline extension.
Tumblr recognized an increase in user registration the very day of the TikTok ban. The blogging site experienced a rise of roughly 35% in iOS app installations along with a surge of 70% in participation for ‘Communities’, a functionality that enables users to form groups based on specific interests.
However, the connection between Tumblr TV and its supposed rival, TikTok is not as strong as it seems. Tumblr’s video feature allows for vertical swipe-based navigation, similar to TikTok. But the quality of GIFs and many of the videos featured are inferior due to their initial intent of not being used for vertical video apps.
Despite this, Tumblr stays hopeful that its video feed feature may create a familiar environment for TikTok users, encouraging them to utilize the platform, especially with TikTok’s future oscillating in the U.S.
Original source: Read the full article on TechCrunch
