- On the hunt for more ad dollars, Yahoo-owned Tumblr has created an internal creative team that draws from over 300 Tumblr bloggers.
- The team, named "Creatrs Network," is available to advertisers who need paid content created. These 'creatrs' are responsible for creating images, gifs, text, and video for clients. The model has already run pilot campaigns with Axe, Olay, J.C.Penney's, Gap, and AT&T.
- A larger group, just called "Creatrs," taps Tumblr users to create content for non-advertising clients like non-profits media and arts promotions.
Utilizing already active and savvy Tumblr users to create ad content is a perfect use of talent. Tumblr bloggers are already interested and invested in the platform, and advertisers will receive content that feels native to the platform. That authentic feel is hard to reproduce, which is why tapping already active bloggers is a smart digital marketing move. While it is unlikely that these content creators will replace agencies, using a network of tapped-in bloggers to create native content will be an interesting trend to watch.