The power of Tumblr: Site now hosts 100 million blogs

With the focus on content ever increasing the resurgence in blogs and blogging continues apace. There are new players entering all the time as read recently with news that Quora plans to get into the blogging business and that Ning is to relaunch again as a personal blogging platform.

One of the big beneficiaries of the rise of blogging and reblogging has been Tumblr and it recently hit a landmark number as it passed the 100 million blog mark.

Along the way Tumblr has racked up more than 44.6 billion posts and has attracted an audience of roughly 170 million people per month. All that has helped it become one of the top 10 most visited sites in the world.

We also saw last year how one Tumblr post became the most popular of all time with a whopping eight million shares.

Reaching the 100 million mark underscores what a fantastic 2012 that Tumblr had. It only reached the 50 million in April last year, hit just over 93 million at the end of February, giving you an indication of how fast it is growing.

Its growth as we know is attracting more advertiser attention. In November we reported that Tumblr had set its sights on major UK advertisers.

Tumblr founder and CEO David Karp expanded on this point in a Forbes interview in January where he said he wants to reinvent internet advertising.

He dismissed what Google and Facebook do as “hyper-hyper targeting of little blue links”. Karp wants advertising to be more creative, more beautiful, and he hopes, more engaging.

Part of the huge growth that Tumblr experienced in 2012 came on the back of the 2012 Presidential election.

Tumblr had a very good US election. We saw the Barack Obama campaign in particular take to Tumblr and score big hits with animated GIFs  – a mainstay of many Tumblrs. Not so much for Mitt Romney’s team, but both paid a good deal of attention to it.

We also saw Tumblr working with various media brands. An example being how it teamed up with The Guardian for the Presidential debates.

The rise of Tumblr and other major social driven platforms raises interesting questions for the media and its future.

As Gigaom put it one “of the reasons why Tumblr is at the core of this phenomenon is that the platform is almost perfectly positioned between traditional blogging and the real-time distribution of content offered by Twitter”.

The Next Web noticed the 100 million mark, which was published on Tumblr’s about page.