Tumblr has been an millstone of the web, and has been around longer than many modern internet-based platforms.
After being acquired by Yahoo! under Marissa Mayer's leadership, Yahoo! didn't do much with Tumblr apart from adding just a few features and expanding its ads capabilities. And for a while, it was experiencing positive growth, with some metrics even rivaling those on Instagram.
Then, when Yahoo! was acquired by Verizon, Tumblr also changed hands. But again, nothing much happened with the platform.
This time, WordPress owner Automattic, is having its eye on the microblogging and social networking website, which was founded by David Karp in 2007.
According to Verizon Media CEO Guru Gowrappan in a statement:
"Tumblr is a marquee brand that has started movements, allowed for true identities to blossom and become home to many creative communities and fandoms. We are proud of what the team has accomplished and are happy to have found the perfect partner in Automattic, whose expertise and track record will unlock new and exciting possibilities for Tumblr and its users."
The statement is true to some extent, considering that Tumblr was indeed a hugely popular platform on the internet with unmatched influence. But since mobile apps started to flourish, Tumblr's influence diminished.
Meanwhile, platforms like Instagram, Snapchat, and YouTube moved to fill the void and become much larger cultural forces as a result.
But still, Tumblr does have a very active and dedicated community.
For example, the platform has been one of the safe havens for porn publishers. It was also a place for many LGBTQ members who used the platform to explore and express their sexuality and to find an online community that shared those interests.
When Tumblr decided to ban all types of adult contents on its platform, this led to many boycotts.
In one way or another, Tumblr restriction ate away huge chunks of its traffic.
With Tumblr being acquired by Automattic, CEO Matt Mullenweg said that Tumblr is "one of the web’s most iconic brands," and the acquisition will make the platform a "complementary" site to WordPress.
"It’s just fun," said Mullenweg, and “we’re not going to change any of that."
"[Tumblr] is an essential venue to share new ideas, cultures and experiences, helping millions create and build communities around their shared interests."