Several months ago we launched a simple beta version of a Tumblr analytics platform called Numblr as an experiment. We received a great response from the launch and so we decided to up the ante by giving it a proper design, a more sophisticated back-end and new features including a performance benchmark called a Numblr Score for every Tumblr entered into the system.
Based on Tumblr’s list of the top brands on the platform, we’ve put together a ranking of the 25 best-performing fashion brands on Tumblr. Stay tuned for more data and insights in the new year, and let us know what you think in the comments section or drop us a line at firstname.lastname@example.org.
A Numblr score is made up of three weighted variables that end up placing a Tumblr account on a scale from 10-100. We capture every post a Tumblr has authored to calculate the score. For the purposes of this report, we rounded scores to the nearest whole number.
The most influential variable is a Tumblr’s note to post ratio. We look at all of the posts that are originally authored by the Tumblr account and then calculate an average; reblogged posts don’t count toward the ratio.
The second variable is content longevity. There’s some nuance to it, but what we’re doing is calculating the distance in time between when a post was first authored and when it received its last note. The longer that distance is, the better.
The third variable is the post frequency of a Tumblr. We calculate the time between each post and average it out across the Tumblr’s entire history to calculate a post interval. You can probably guess that there’s a sweet spot here. Post too frequently and you’re more likely to underperform because you won’t get as many notes per post. Post too infrequently and you’ve got a stale presence that people don’t recognize in their Tumblr Dashboard.
Finally, we look at the entire system’s performance (every account that’s been added to Numblr) and score an account relative to how well all of the other accounts are performing.
A few weeks back I was trying to work out how to analyze a Tumblr’s performance – a long-standing issue for everyone, particularly within the fashion industry. Short of cataloging every note and post by hand, there isn’t any tool out there that solves for this problem and so a few days ago I, along with my colleague Vladimir Pick, set out to build our own. It’s called Numblr. It was conceived, launched, and in use by others in four days. What follows is a reflection on our process. Read more