Matt Mullenweg, CEO of Automattic, the parent company of WordPress.com and several other online publishing platforms, recently shared his vision for Tumblr’s future following its acquisition from Verizon in 2019. In an episode of the Evening Standard’s podcast "How to be a CEO," Mullenweg discussed Tumblr's trajectory towards becoming more open-source, expanding algorithmic options, and integrating artificial intelligence technologies.
Mullenweg expressed excitement about Tumblr's potential to attract a younger audience to the broader Automattic ecosystem. He highlighted that over half of Tumblr's users are under 25, with a notable number of female users, as well as a strong LGBTQ+ community making up a quarter of its user base—more than any other social network. One of Automattic’s primary goals is to gradually guide Tumblr’s community toward its other offerings.
Mullenweg envisions that users may begin with a Tumblr blog and later expand their online presence into a variety of ventures, such as e-commerce stores, customizable websites, newsletters, or membership platforms. Automattic aims to seamlessly introduce users to tools like WordPress.com and WooCommerce that can facilitate their growth. “I’m excited about that pathway and bringing a younger demographic into WordPress,” Mullenweg commented.
In addition to nurturing a younger audience, Automattic plans to infuse its open-source ethos into Tumblr. For instance, the company has released the code for Tumblr’s stream-builder algorithm on GitHub, allowing developers to modify it or create personalized versions, as explained by Mullenweg. However, this is just the first step toward creating a more transparent and accessible platform on Tumblr.
Mullenweg anticipates a future where users have the ability to choose their own algorithms to enhance their Tumblr experience. He acknowledged that other social media platforms have historically not provided this option, as user preferences can often differ from actual engagement patterns. Nonetheless, he believes a balance can be struck between default algorithms and user choice. “We will always have our default settings, but you can switch into your custom mode if you prefer,” he explained.
Similar developments have emerged at other platforms, such as Bluesky, a competitor to Twitter/X, which recently implemented customizable feeds that allow users to filter content in various ways.
Mullenweg also addressed Tumblr's potential growth amidst changes at Twitter, which have prompted users to explore other platforms like Bluesky, Mastodon, and Threads. Following Elon Musk’s acquisition of Twitter, Mullenweg noted a 58% increase in iOS app downloads and a 57% rise in Android users within the first week of November. However, he tempered expectations regarding the influx of Twitter users, suggesting that the migration would happen in waves and that long-term impact may be less significant than anticipated. He pointed out that substantial community changes often occur when entire groups migrate together, as demonstrated by a Lego community that transitioned away from Instagram.
In terms of integrating AI, Mullenweg reassured users that Tumblr would not be introducing an AI chatbot feature. However, he believes that AI can enhance productivity for developers, potentially automating code checks and tests, which could lead to increased development pace. AI also promises improved moderation capabilities that can flag inappropriate content before user reports. Additionally, machine learning could personalize the Tumblr feed, tailoring it to user preferences. “AI can learn your interests and help curate the content you wish to see,” he stated.
Mullenweg remained optimistic about the role of generative AI as a tool for artists that could benefit the Tumblr community, without specifying plans for Tumblr to develop generative AI features itself. He concluded by positioning Tumblr distinctively from traditional social media, stating, “People often express a desire for less social media, yet very few say they wish to blog less. Blogging adds value to their lives in a way that traditional social media doesn’t.”
While Tumblr currently hosts half a billion blogs, Mullenweg acknowledged the platform's redesign—featuring a left-aligned navigation bar—seems to be appealing to the Twitter audience. Though he didn’t explicitly mention the design's inspiration, he described an overarching trend where multiple social networks tend to adopt similar features.
“As users engage across various platforms, they cultivate a set of expectations for functionality. There are often underlying features they appreciate until they encounter a platform lacking them, prompting them to say, ‘I miss that feature,’” he concluded.
With a revamped web interface that resembles X (formerly Twitter), Tumblr is poised to navigate the evolving landscape of social networking and continue its mission of fostering creativity and community.
Ranking
