Tumblr finally offers its writers the opportunity to make money from their work: charge a subscription.
The 14-year-old blogging environment has begun to increase the ability of writers to place their posts behind the payroll. The Post Plus feature allows authors to offer a $ 3.99, $ 5.99, or $ 9.99 per month subscription that gives readers access to all the messages they choose to name only subscribers. For now, the feature is only available in a limited beta for certain content providers.
The formula sounds a lot like Substack offers – a blog and an easy way for writers to charge for it – minus the entire email newsletter. Facebook is also starting to test water areas in this area and launch a subscription newsletter product called Bulletin.
While Tumblr is still a big network, the platform has shrunk. According to Tumblr’s press page, it now receives 11.3 million daily messages, up from 14.8 million the previous year and 67.7 million this time in 2012, according to page archives. Tumblr struggled to move to a mobile phone, and it stopped later when Yahoo bought it in 2013 and Verizon in 2017.
Automattic, which runs WordPress.com, bought Tumblr in 2019, but it hasn’t done much with the service since. It’s hard to imagine a paywall feature, as a site often used to blog by nicknames brings people back. But it is a step towards making the platform a more flexible option for writers and gives existing ones one more reason to stick. The network now emphasizes the continued acceptance of young users, saying that only about half of its users are part of Gen Z.
Extensive deployment of the feature is scheduled for this fall, a Tumblr spokesman says Limit. Tumblr charges a 5 percent fee on subscriptions, which is competitive compared to Substack’s 10 percent cut. However, if readers subscribe to iOS or Android, the 30 percent app store fees for these platforms will come from what the creator is allowed to keep.