Tumblr Empowers Creators To Monetize With New Subscription Feature Post+
Source: Tumblr
Tumblr is getting into the world of creator monetization with a new subscription feature called Post+.
Post+ enables creators to monetize on the platform by putting content behind a paywall and charging subscribers $3.99, $5.99, or $9.99 per month for access. Tumblr will take a 5% cut of all subscriptions.
"Creators are the backbone of Tumblr—whether they're GIF artists, illustrators, comedians, cosplayers, or just really good shitposters. Since our founding, we have always believed in empowering the world's creators to show off their best work. Post+ now gives these same creators the ability to earn money from their work.," the platform said in a blog post.
Source: Tumblr
The subscription feature is currently in testing with a hand-selected group of creators. After testing and compiling feedback from creators and subscribers, the platform plans to make it available for anyone who wants to use it when it fully launches.
With Post+, Tumblr takes a page out of the Substack book, empowering creators with the option to monetize their content, whether charging a subscription fee for all of their content or specific posts. The fact that Tumblr creators have the flexibility to set different pricing structures and decide on the type of content for which to charge a subscription fee is very valuable since their content can be anything from a photo to long-form writing to a GIF.
So, for example, a creator who shares multiple content types may decide to paywall thought-pieces but let audiences consume lower lift content like GIFs or photos for free.
Although creator monetization tools across other platforms have been praised by most, there has been some backlash from Tumblr users regarding Post+. In fact, a few creators who started testing the feature with their audiences received death threats, leading Tumblr to share a blog post reminding users that it won't accept targeted harassment and threats. It also encouraged those with feedback to share their thoughts via a form.
Because of Tumblr's need to find a new revenue stream and industry pressure for platforms to help creators monetize, the eventual wide launch of Post+ should happen even if all users aren't on board.
Tumblr likely will follow up Post+ with new tools and features for creators as well as marketers. With 48% of users being Gen Z, Tumblr can be a valuable channel for marketers looking to reach the young demographic. Additionally, if Tumblr can find a way to connect brands and creators a la a marketplace, that could be another revenue avenue.
