Union Metrics

Powerful social analytics for marketers. We make TweetReach, Union Metrics for Tumblr and Union Metrics for Instagram.

Union Metrics

Tuesday • Sep 16, 2014 linkicon
'Tis the Season: Pumpkin Spice Everything is Everywhere, Even on Tumblr 
Pumpkin spice lattes and pumpkin-flavored beers debuted earlier than ever this year, hitting stores before September, and Tumblr has definitely been talking about it: 1.9k posts in the past month from a community of 211.9k Tumblr users, earning 233.3k notes. That’s an average of 123 notes per post, which is higher engagement per post than any other community conversation we’ve ever looked at.
The fall checklist gif at the top was one of the most popular posts about pumpkin spice, along with comics alternately embracing and marveling at the pumpkin spice phenomenon and fall food photos and recipes. (Three also covered a pumpkin spice product that doesn’t even exist.) 
The famous purveyor of Pumpkin Spice Lattes, Starbucks, is also in on the conversation with one of the most popular posts: 

The gif is from their Tumblr entirely dedicated to Pumpkin Spice Lattes and fall- therealpsl - a great move, considering the size of the conversation and its engagement rate. Listening to your target audience and joining in on their conversation in their own language pays off. 
Only time will tell if we’ve reached peak pumpkin spice, or if the trend will continue for autumns to come. 

'Tis the Season: Pumpkin Spice Everything is Everywhere, Even on Tumblr 

Pumpkin spice lattes and pumpkin-flavored beers debuted earlier than ever this year, hitting stores before September, and Tumblr has definitely been talking about it: 1.9k posts in the past month from a community of 211.9k Tumblr users, earning 233.3k notes. That’s an average of 123 notes per post, which is higher engagement per post than any other community conversation we’ve ever looked at.

The fall checklist gif at the top was one of the most popular posts about pumpkin spice, along with comics alternately embracing and marveling at the pumpkin spice phenomenon and fall food photos and recipes. (Three also covered a pumpkin spice product that doesn’t even exist.) 

The famous purveyor of Pumpkin Spice Lattes, Starbucks, is also in on the conversation with one of the most popular posts

The gif is from their Tumblr entirely dedicated to Pumpkin Spice Lattes and fall- therealpsl - a great move, considering the size of the conversation and its engagement rate. Listening to your target audience and joining in on their conversation in their own language pays off. 

Only time will tell if we’ve reached peak pumpkin spice, or if the trend will continue for autumns to come. 

Monday • Aug 4, 2014 linkicon
Over the past few months, we’ve rolled out a bunch of new Union Metrics for Tumblr Tracker additions. This is our series breaking down each one; you can read about the others here.
Contributor reporting 

We’ve added to the contributor summary report, which shows you who’s posting content about the topic you’re monitoring, with in-depth metrics about their contribution. Identify influencers in any conversation by learning who’s posting the most (or the most popular) content. Access the contributor summary by clicking on the three lines icon to the right of the Popular Contributors heading on your Tracker overview. 

Knowing who your biggest advocates and supporters are is absolutely crucial; you can’t thank and reward them for what they do for you if you don’t know who they are. Our contributor report lists make that easy. 

Our new contributor detail report allows you to drill down even further into an individual contributor to see what they’re posting and the response those posts have received. Click on any contributor’s username to see detailed metrics about that person’s contribution. This is a great way to get to know your fans and the larger community participating in a conversation.
Knowing who your supporters are informs your communication with them. It might make sense to partner on a project with another brand or professional content creator, while you might send a thank you to a fan. 
These actions go a long way toward building up the lasting relationships that make a strong community around your brand.  

Over the past few months, we’ve rolled out a bunch of new Union Metrics for Tumblr Tracker additions. This is our series breaking down each one; you can read about the others here.

Contributor reporting 

We’ve added to the contributor summary report, which shows you who’s posting content about the topic you’re monitoring, with in-depth metrics about their contribution. Identify influencers in any conversation by learning who’s posting the most (or the most popular) content. Access the contributor summary by clicking on the three lines icon to the right of the Popular Contributors heading on your Tracker overview. 

Knowing who your biggest advocates and supporters are is absolutely crucial; you can’t thank and reward them for what they do for you if you don’t know who they are. Our contributor report lists make that easy. 

Our new contributor detail report allows you to drill down even further into an individual contributor to see what they’re posting and the response those posts have received. Click on any contributor’s username to see detailed metrics about that person’s contribution. This is a great way to get to know your fans and the larger community participating in a conversation.

Knowing who your supporters are informs your communication with them. It might make sense to partner on a project with another brand or professional content creator, while you might send a thank you to a fan. 

These actions go a long way toward building up the lasting relationships that make a strong community around your brand.  

Monday • Jul 21, 2014 linkicon
Tour de France Tumblr 
Tumblr is known for its non-traditional sports coverage, and the conversation around the Tour de France is no exception: The top post about the big cycling feat is the above gif from the Denny’s Tumblr. Overall, 21.6k posts have been made in the past month by a community of 70.4k Tumblr users, earning 137k notes. 
Other top posts cover everything from cycling schadenfreude to french fries and the Kardashians imitating the European cycling event (not to mention Dwight from The Office in spin class). On the more serious side, Instagram is covering the Tour de France and giving recommendations of which accounts to follow for coverage on their app, while another Tumblr covers the amazing cultural art work done in preparation of the tour starting:  

Tumblr’s conversation around sporting events always incorporates humor, culture, and even social issues around them that usually aren’t touched on in traditional coverage. When brands embrace this language, as Denny’s has, they show that they get it and are rewarded with amplification and engagement.
If you want to keep up with the coverage for this particular Tour, follow these top hashtags in the conversation: 
cycling
Tour de France
bike
bicycle
sports
gif
cyclist
velo
tdf
bikes
Happy cycling! Just maybe don’t try the Tour de French Toast at home. 

Tour de France Tumblr 

Tumblr is known for its non-traditional sports coverage, and the conversation around the Tour de France is no exception: The top post about the big cycling feat is the above gif from the Denny’s Tumblr. Overall, 21.6k posts have been made in the past month by a community of 70.4k Tumblr users, earning 137k notes. 

Other top posts cover everything from cycling schadenfreude to french fries and the Kardashians imitating the European cycling event (not to mention Dwight from The Office in spin class). On the more serious side, Instagram is covering the Tour de France and giving recommendations of which accounts to follow for coverage on their app, while another Tumblr covers the amazing cultural art work done in preparation of the tour starting:  

Tumblr’s conversation around sporting events always incorporates humor, culture, and even social issues around them that usually aren’t touched on in traditional coverage. When brands embrace this language, as Denny’s has, they show that they get it and are rewarded with amplification and engagement.

If you want to keep up with the coverage for this particular Tour, follow these top hashtags in the conversation: 

  1. cycling
  2. Tour de France
  3. bike
  4. bicycle
  5. sports
  6. gif
  7. cyclist
  8. velo
  9. tdf
  10. bikes

Happy cycling! Just maybe don’t try the Tour de French Toast at home. 

Tuesday • May 27, 2014 linkicon
Travel on Tumblr: Updated
We’ve talked about travel on Tumblr a couple of different ways before: The size and scope of the travel community, tips for writing about travel on Tumblr, how different travel brands, cruise lines, and publications use Tumblr. 
Since we wrote about the size and scope of the travel community on Tumblr last year, there are about 46k more posts made every month, and more than twice as many notes: 3.1 million last year vs. 6.9 million now, all made by a community of 2.7 million Tumblr users. That’s about 20 notes per post, double the notes-per-post of last year. 
The Tumblr travel community has a lot of overlap with photography, and a lot of the top posts reflect this: beautiful landscape shots of Greece and other destinations, compilation posts of 'unbelievable' travel photography, and river valley shots of Europe mixed in with some humorous gifs like the one at the top of this post, and some celebrity vacation shots. It’s not all professional travel photography and celebrities though: Candid travel shots also make an appearance in the top posts.  

The Tumblr travel community knows how to inspire wanderlust with its stunning photography. Brands and anyone else interesting in joining this conversation will want to look at these popular tags: 
travel
nature 
landscape
photography
hipster 
love
indie
vintage
grunge
hippie 

Travel on Tumblr: Updated

We’ve talked about travel on Tumblr a couple of different ways before: The size and scope of the travel community, tips for writing about travel on Tumblr, how different travel brandscruise lines, and publications use Tumblr

Since we wrote about the size and scope of the travel community on Tumblr last year, there are about 46k more posts made every month, and more than twice as many notes: 3.1 million last year vs. 6.9 million now, all made by a community of 2.7 million Tumblr users. That’s about 20 notes per post, double the notes-per-post of last year

The Tumblr travel community has a lot of overlap with photography, and a lot of the top posts reflect this: beautiful landscape shots of Greece and other destinations, compilation posts of 'unbelievable' travel photography, and river valley shots of Europe mixed in with some humorous gifs like the one at the top of this post, and some celebrity vacation shots. It’s not all professional travel photography and celebrities though: Candid travel shots also make an appearance in the top posts.  

The Tumblr travel community knows how to inspire wanderlust with its stunning photography. Brands and anyone else interesting in joining this conversation will want to look at these popular tags: 

  1. travel
  2. nature 
  3. landscape
  4. photography
  5. hipster 
  6. love
  7. indie
  8. vintage
  9. grunge
  10. hippie 

Tuesday • May 20, 2014 linkicon
Godzilla, King of the Monsters, turned 60 this year and got a new American movie. In the past month on Tumblr, everyone’s favorite giant lizard has been gracing many dashboards: A community of 670.3k Tumblr users made 38.2k posts about Godzilla, earning 1.2 million notes. That’s an average of 31 notes per post, putting the monster king fittingly on par with the conversation around architecture. 

Image source: (x) 
The top posts reflect everything from the two images above, to fake spoilers for the new movie’s ending, podcast reflections, Dogzilla, riffs on the old movies, gifs from the new movie, and even what appears to be a children’s book wishing Godzilla pleasant dreams. It’s the perfect summary of the pop culture icon the King of Monsters has become over the last six decades.
Another top post comes from the Coca-Cola Tumblr and is second riff on Dogzilla. The fourth most popular post over all in the Godzilla conversation, Coke shows that brands can join in seemingly unrelated pop culture conversations, provided they do it with the right tone and levity. Coke knows what works on Tumblr, and they found a way to tie-in their product without forcing it— and Tumblr responded positively. 
Want to get in on the giant monster conversation? Check out the top tags around Godzilla:
Godzilla
Godzilla 2014
kaiju
gojira
film
movie
gif
movies
funny
monster 

Godzilla, King of the Monsters, turned 60 this year and got a new American movie. In the past month on Tumblr, everyone’s favorite giant lizard has been gracing many dashboards: A community of 670.3k Tumblr users made 38.2k posts about Godzilla, earning 1.2 million notes. That’s an average of 31 notes per post, putting the monster king fittingly on par with the conversation around architecture

Image source: (x

The top posts reflect everything from the two images above, to fake spoilers for the new movie’s ending, podcast reflections, Dogzilla, riffs on the old movies, gifs from the new movie, and even what appears to be a children’s book wishing Godzilla pleasant dreams. It’s the perfect summary of the pop culture icon the King of Monsters has become over the last six decades.

Another top post comes from the Coca-Cola Tumblr and is second riff on Dogzilla. The fourth most popular post over all in the Godzilla conversation, Coke shows that brands can join in seemingly unrelated pop culture conversations, provided they do it with the right tone and levity. Coke knows what works on Tumblr, and they found a way to tie-in their product without forcing it— and Tumblr responded positively. 

Want to get in on the giant monster conversation? Check out the top tags around Godzilla:

  1. Godzilla
  2. Godzilla 2014
  3. kaiju
  4. gojira
  5. film
  6. movie
  7. gif
  8. movies
  9. funny
  10. monster 

Thursday • May 15, 2014 linkicon
marketr:

The automotive conversation on Tumblr is one of the largest and richest on the network, with 1.8M people participating every month. In addition to dozens of niche motorsport communities like mudders and JDM, a lot of the conversation intersects with lifestyle topics like photography, fashion, and design. It’s probably the diversity of content that makes automotive content some of the most engaging on the network, earning an average of 29 notes per post. And engagement jumps to an average of 60 notes per post for the content that auto brands themselves share.
Related search terms also give us a sense of what people are talking about when they mention different manufacturers. Here are a few we liked:

Cadillac: Beach, sunset, vintage, Miami, classic


Jeep: Wrangler, 4x4, Cheerokee, HEMI, mudding, offroad


Lincoln: Continental, classic, vintage, design, Futura


Mazda: RX7, Miata, MX5, roadster, stance, JDM


Mercedes: Luxury, AMG, New York, fashion, Lewis Hamilton

While Jeep and Mazda have a well-defined motorsport audience, Lincoln and Cadillac appeal to a more aesthetically-driven crowd. Each brand has a distinct community around it, but these communities share a passion for distinctive content. Brands can tap into this passion by creating unique, high-quality posts that recognize and celebrate the stuff that their fans are already talking about, and have already come to love.
Source: Union Metrics.

Every community has a home on Tumblr, and brands that are interested in tapping into these communities should listen to the conversation that’s already happening, then work to add to it in a meaningful way. 

marketr:

The automotive conversation on Tumblr is one of the largest and richest on the network, with 1.8M people participating every month. In addition to dozens of niche motorsport communities like mudders and JDM, a lot of the conversation intersects with lifestyle topics like photography, fashion, and design. It’s probably the diversity of content that makes automotive content some of the most engaging on the network, earning an average of 29 notes per post. And engagement jumps to an average of 60 notes per post for the content that auto brands themselves share.

Related search terms also give us a sense of what people are talking about when they mention different manufacturers. Here are a few we liked:

  • Cadillac: Beach, sunset, vintage, Miami, classic

  • Jeep: Wrangler, 4x4, Cheerokee, HEMI, mudding, offroad

  • Lincoln: Continental, classic, vintage, design, Futura

  • Mazda: RX7, Miata, MX5, roadster, stance, JDM

  • Mercedes: Luxury, AMG, New York, fashion, Lewis Hamilton

While Jeep and Mazda have a well-defined motorsport audience, Lincoln and Cadillac appeal to a more aesthetically-driven crowd. Each brand has a distinct community around it, but these communities share a passion for distinctive content. Brands can tap into this passion by creating unique, high-quality posts that recognize and celebrate the stuff that their fans are already talking about, and have already come to love.

Source: Union Metrics.

Every community has a home on Tumblr, and brands that are interested in tapping into these communities should listen to the conversation that’s already happening, then work to add to it in a meaningful way. 

Wednesday • May 7, 2014 linkicon
My dad recently started up a small business and asked me to make a tumblr account for it (which I'm on now) other then promoting it on my main blog, what would you say is the best way for me to get the word out about this blog to others? sheascandles

marketr:

First, tell your dad congratulations. Getting traction on a new blog can be challenging but the most important thing to do is keep posting. The more content you share, the more likely it is that someone will find it. You’re trying to get noticed, so get weird and creative with your posts. Maybe rejected candle scents or art made from melted wax.

You should also be engaging people:

  • Search for scented candles and follow blogs that appeal to you. Like and reblog their posts, ask them questions and write them Fan Mail. Don’t be spammy. Just be yourself. Like you’re on a date.
  • Use tags when you post, which will help people discover your content on their own.
  • Connect your Facebook and Twitter accounts so people following your other social profiles will know to check out your Tumblr too.

Good advice for small businesses getting started on Tumblr. 

Thursday • Apr 3, 2014 linkicon

"The brands that do the best on our platform are the ones that show up as creators and as advertisers. The ones that want to show up and engage with the community versus broadcast to them - the ones that want to show up and earn that versus buy that - those are the ones that are having the most success, that are having the most engagement. Those are the ones that are creating a story"

Tumblr is a ‘land of opportunity’ that allows brands to be creative, says its global head of brand partnerships, Lee Brown | The Drum 

Friday • Mar 14, 2014 linkicon

"…Instagram beat its parent company for loyalty in the coveted 18-25 demo."

STUDY: Which Social Networks Inspire the Greatest Brand Dependence? | PR Newser 

A lot of great findings from this study, including: 

  • Facebook, Instagram and Pinterest each scored greater dependency ratings among women
  • Men generally tended to place more value on video, giving higher ranks to YouTube, Snapchat, Vine and Vimeo
  • Reddit and Tumblr were right behind the big four (Facebook, Instagram, YouTube and Pinterest) in nearly every category.

Get it, Tumblr. 

Monday • Mar 3, 2014 linkicon

"

Apple is known for eschewing popular social media platforms such as Facebook and Twitter.

So it’s extremely interesting to see the company launch a Tumblr page this weekend…

"

ADWEEK (via marketr)