Remember when Yahoo bought Tumblr for $1.1 billion in 2013? Yahoo appears to finally be doing something with it.
On Wednesday, at Yahoo’s Mobile Developer Conference in New York City, the purple platform announced that it will integrate in-app sharing links via Tumblr into the Flurry SDK via its Mobile Developer Suite.
It’s pretty much just deep-linking with a twist.
Basically, developers will be able to add "share to Tumblr" buttons within their apps, which will automatically reblog in-app content to a user's Tumblr page. When people later click on that content within Tumblr, they're deep-linked right back into the original app experience. If they don't yet have the app in question installed, they're taken over to the app store to download it.
The goal is to garner more content sharing for Tumblr, while driving app downloads and traffic for developers.
The twist comes in the form of analytics. Using Tumblr via the Flurry SDK will show devs what’s happening to their content once it leaves their app, including likes, clicks and Tumblr reblogs.
“People go to Tumblr to consume content – they don’t just go to Tumblr to chat among each other,” said Yahoo SVP of publishing products, and former Flurry CEO, Simon Khalaf.
John Gronberg, senior product manager for Yahoo App Publishing and the guy in charge of the in-app sharing product, pointed to content amplification as the big value prop, although one developer AdExchanger chatted with at the show said the jury is out on what the value will be, noting that the proof will be in the actual traffic and download numbers.
It’s fair to say, however, that engagement is high on the roughly 250 million blogs that make up the Tumblr ecosystem. Users create around 85 million post per day and the average mobile user opens the Tumblr app seven times each day. Around 720,000 apps use the Flurry SDK.
Continue reading »