this post was submitted on 07 Apr 2025
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Technology

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Archive: https://archive.is/2025.04.03-151402/https://www.businessinsider.com/gen-z-flocking-tumblr-millennials-musk-zuckerberg-safe-space-2025-4

Occupy Wall Street, Notorious RBG, cottagecore. These and several other lasting internet trends and IRL movements of the 2010s were born not on Twitter, on Facebook, or in the mainstream media but on Tumblr. You might remember it as the blogging platform that became one of the most hyped startups in the world before fading into obsolescence — bought by Yahoo for $1.1 billion in 2013 (back when a billion still felt like a billion), then acquired by Verizon, and later offloaded for fractions of pennies on the dollar in a distressed sale. That same Tumblr, a relic of many millennials' formative years, has been having a moment among Gen Z.

Zoomers have gravitated toward the pseudonymous platform, viewing it as a safe space as the rest of the social internet has become increasingly commodified, polarized, and dominated by lifestyle influencers. As in its heyday, Tumblr is still more about sharing art, culture, and fandom than individual status. More posts about anime and punk rock than bridal trends and politics. In 2025, 50% of Tumblr's active monthly users are Gen Zers, as are 60% of new users signing up, according to data Tumblr shared with Business Insider. And several of Zoomers' icons, from the "Fault in Our Stars" author John Green to the pop superstar Halsey, have come back to the platform.

"Gen Z has this romanticism of the early-2000s internet," says Amanda Brennan, an internet librarian who worked at Tumblr for seven years, leaving her role as head of content in 2021. She still uses her own Tumblr regularly as the internet's resident meme librarian. "It allows for experimentation that's not tied to your face."

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[–] [email protected] 50 points 1 week ago (1 children)

I mean looks around

Are we invisible?

Hello! Fediverse over here!

Community maintained!

Fresh memes!

rings bell

Come and get it!

[–] [email protected] 18 points 1 week ago (2 children)

Fresh memes!

My theory is that the primary reason why the fediverse isn't more popular with young people is cultural. For instance, I don't think anyone in generation z would use the term "fresh memes" :)

But yeah I also think that tumblr has a nostalgia advantage. It represents the internet before it "turned bad", while the fediverse represents a possible future for the internet. Both have different appeals, but I think that nostalgia wins out for a lot of people.

[–] [email protected] 2 points 1 week ago (1 children)

It's funny because, while not a 1-for-1 cultural fit, Mastodon's site structure has felt much closer to Tumblr's. I feel like the reason Twitter people keep saying Mastodon's insufficient (while, eventually, flocking to BlueSky) is that BlueSky offers a more similar UX, in terms of shunting you along algorithmically. I don't think there's any issue with Mastodon's UI (other than maybe PixelFed, I think it's the closest Fediverse project to other mainstream social media UI) but I suspect the UX isn't quite right for people expecting Twitter.

However, I, as a Tumblr transplant, felt right at home.

[–] [email protected] 1 points 1 week ago

I don't know that it's the "algorithms": a lot of people just use their following feed on twitter and although it changed a while back that was the default feed on bluesky for a long time. I think that there is a fairly large portion of bluesky users who mostly just look at following and still don't really like mastodon.

Imo, a big reason why bluesky has been a more successful twitter competitor than mastodon is cultural: mastodon has been around for years before musk bought twitter, and a big selling point was that it wasn't like twitter, for example that its "less toxic". A large part of mastodons userbase never liked pre-musk twitter that much and will tell you of for acting like you would there. Bluesky on the other hand has a large portion of users who liked pre-musk twitter and are happy to follow pretty similar social norms as they did in pre-musk twitter.

This is to some extent reflected in the functions of the different sites as well, for example you can't quote retweet on mastodon which iirc is deliberate because qrt dunking is "toxic". Bluesky has quote retweets (although they allow you to untag yourself from a qrt).

[–] [email protected] 6 points 1 week ago (1 children)

I think it does too, but the problem with nostalgia is that you forget about all the shitty parts and just remember the good bits. Tumblr is still owned by big tech oligarchs even if it is smaller than the other platforms, and is still vulnerable to the kind of enshittification that the fediverse is more insulated against. Enshittification actually came for Tumblr long ago but it looks positively tame in comparison with other platforms.

[–] [email protected] 3 points 1 week ago

Yeah I agree, I think looking towards the future is a better idea in general. I'm on lemmy but not tumblr myself

[–] [email protected] 4 points 1 week ago

i've been there since david karp. you can take tumblr from my cold hands.

[–] [email protected] 16 points 1 week ago (1 children)

Tumblr is owned by Automattic.

[–] [email protected] 8 points 1 week ago (2 children)

The WordPress plug-in company?

[–] [email protected] 2 points 1 week ago

The WordPress company, as in the developers of WordPress itself.

[–] [email protected] 9 points 1 week ago (1 children)

Yeah, the one with the lawsuits involved and blocking plugins and such. Search for Mullenweg.

[–] [email protected] 3 points 1 week ago (1 children)

Been out of the WordPress dev scene for about 10 years. Didn't know they got so big

[–] [email protected] 1 points 1 week ago (1 children)

A large percentage of the internet runs on wordpress

[–] [email protected] 1 points 1 week ago

Still? Cool

[–] [email protected] 11 points 1 week ago (3 children)

I’m wondering how Tumblr is a safe space while it’s still filled with porn-bots. I tried the platform several times and no matter what I do, I always get smacked with some random NSFW content.

[–] [email protected] 3 points 1 week ago (1 children)

I get spammed on Lemmy each week by "Nicole the Fediverse chic from Poland". Each time from a different instance.

I hope she isn't the start of the end.

[–] [email protected] 2 points 1 week ago (1 children)

Nah, there's always going to be bots in any public network, it's normal, should be fought and all but there's always adversarial individuals, we definitely should find who's this Nicole person and get them to stop this crap, but you'd be surprised how NORMAL it is to have anything on the public internet under constant, 24/7 attack

[–] [email protected] 3 points 1 week ago* (last edited 1 week ago)

She/it is the only spammer I have encountered here. Would have thought it would be easy to block because each time is almost an identical message..

Beehaw has a manual approval process at least which must weed such spammers from signing up... yet allows them into my inbox despite my reports.

[–] [email protected] 7 points 1 week ago* (last edited 1 week ago)

Majority of tumblr nsfw seems like some kind of black and white artsy erotica made by touch starved girl nerds so what’s not safe about it

[–] [email protected] 25 points 1 week ago* (last edited 1 week ago) (4 children)

I left every single western social network because they’re all filled to the brim with angry, asshole people. America has a ton of miserable people that will go out of their way to be rude to others on every social network. I’m sick of that energy.

If it’s not rude people, it’s ad after ad.

The only things I use now are Xiaohongshu (Rednote) and Lemmy (my own instance).

[–] [email protected] 9 points 1 week ago (1 children)

This comment is going to piss just about everyone off, but tik tok was actually amazing for the couple hours America was banned. That's not an endorsement of tik tok just an observation.

[–] [email protected] 5 points 1 week ago

Funny enough, this is why I’ve enjoyed Rednote a ton. I’ve found that a lot of western folks are there as a reprieve from how insanely volatile Meta and other platforms have gotten. It’s a different vibe and the platform was specifically built for people to learn and grow together. The audience there very much strives to keep a good vibe and will call out anyone that tries to disrupt that.

[–] [email protected] 9 points 1 week ago (1 children)

Besides a bit of the fediverse, I’m back at reading blogs via RSS. I’ve never stopped using RSS and it’s just so nice.

[–] [email protected] 4 points 1 week ago

I used to have a really robust RSS feed but lost it when the service I was using changed. Need to rebuild that.

[–] [email protected] 7 points 1 week ago

It's even more fun when the angry asshole people are mods on the platform!

See: reddit

[–] [email protected] 16 points 1 week ago (1 children)
[–] [email protected] 7 points 1 week ago (1 children)

Thanks! Never thought I’d own a domain with “yachts” in it.

[–] [email protected] 9 points 1 week ago (1 children)

The people's version of owning yachts

[–] [email protected] 7 points 1 week ago

It’s the closest I’ll ever get.

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