Automattic has announced that Tumblr blogs will be moving all of its blogs to the WordPress backend. Tumblr will slowly be migrating over half a billion blogs over to WordPress which is a tricky and lengthy process but doable.

In an official blog post, Automattic has put out official statements clarifying Tumblr’s migration. Tumblr is stated to remain the same as it used to be. Users will not notice a difference on the outside. However, the backend operation will be transferred over to WordPress. There will be changes in terms of internal operations.

This transfer of Tumblr blogs to WordPress is expected to make it easier for blogs to be shared across platforms. Tumblr will be run on a solid infrastructure backed by WordPress and it will thus benefit from an open-source project such as WordPress. Furthermore, the blog post also stated that WordPress would also benefit from this transfer. WordPress will have the advantage of Tumblr’s tools and creativity that the teams invest in the site.

Tumblr Blogs After Automattic Acquisition in 2019

Automattic is the parent company of both Tumblr and WordPress. The company acquired Tumblr back in 2019 for only $3 million. This acquisition came six years after Yahoo acquired Tumblr for $1.1 billion which is a drastic amount compared to the $3 million that Automattic spent on buying Tumblr. However, Automattic’s CEO, Matt Mullenweg believed that Tumblr’s future still had promise. Since Automattic acquired Tumblr, the company has worked towards improving the blogging site and bringing Tumblr back to its glory days.

However, even with Mullenweg’s optimistic outlook, Tumblr kept losing money at a whopping $30 million yearly. Due to Tumblr’s losses, Mullenweg had to transfer most of Tumblr’s teams to Automattic in 2023. Additionally, Tumblr employees had also been laid off. Tumblr continues to generate revenue through ads, subscriptions and other digital services.

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Tumblr’s Struggles with Its Earnings

Simply put, Tumblr’s anticipated turnaround didn’t materialize, resulting in earnings falling short of their planned targets. Automattic acquired Tumblr from Verizon for $3 million in 2019, with Verizon having obtained it through the Yahoo acquisition, priced initially at $1.1 billion. Despite the seemingly favorable acquisition cost, Mullenweg revealed that Automattic invested $100 million in efforts to revitalize Tumblr, but unfortunately, the turnaround never came to fruition.

What’s the Fate of Tumblr Employees?

The revealed memo and Mullenweg’s following Tumblr post clarified that 139 workers on Tumblr’s product side will be offered opportunities to explore alternative roles within Automattic.

To decode the internal team names:

• “Bumblr” refers to employees on the product side.
• “Happiness” is the internal moniker for the customer service team.
• “T&S” is shorthand for the Trust and Safety team.

Those in Customer Support and the Trust and Safety teams can stay on at Tumblr, and there are no intentions to part ways with them.

Mullenweg referred to different teams at Tumblr using their internal names in his statement.

Mullenweg’s leaked announcement outlined their strategy:

“As we’ve discussed, if the initial plan doesn’t succeed, we have a backup plan. We’re structuring the business to avoid layoffs, opting to assess and redirect our collective focus instead.

This shift is underway now: most of the 139 individuals in Bumblr will transition to other departments.

There are no intentions to make changes in Happiness or T&S.”

What’s the future of Tumblr?

There are no indications that Tumblr is shutting down. The strategy is formulating a plan for operating Tumblr with a smaller team. This is the real Tumblr’s Struggles.

Automattic remains committed to assessing performance and exploring possibilities in 2024.

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Tumblr not shutting down due to earnings

Tumblr’s anticipated turnaround didn’t happen, and they must make the expected earnings. Automattic bought Tumblr from Verizon for $3 million in 2019. Verizon had acquired Tumblr from Yahoo for $1.1 billion. Despite a reasonable purchase price, Mullenweg states that Automattic spent $100 million trying to revitalize Tumblr, but it still needs to pan out.

What will happen to employees of Tumblr?

According to a leaked memo and Mullenweg’s Tumblr post, 139 product-side Tumblr employees can choose other roles at Automattic. Customer Support and Trust and Safety team members can stay at Tumblr without planned layoffs. Mullenweg referred to Tumblr teams by their internal names in his statement. This made clear that Tumblr not shutting down.

Let’s take a look at the internal names for different teams:

• Employees on the product side are referred to as Bumblr internally.
• The customer service team goes by the name Happiness within the company.
• T&S is shorthand for the Trust and Safety team.

In Mullenweg’s leaked announcement, he outlined their approach:

“As we’ve discussed, we have a backup plan if things don’t work out. We’ll reorganize the business to avoid any layoffs. Instead, we’ll figure out where else we should focus our energy collectively.

This plan is now in motion: most of the 139 individuals in Bumblr will transition to different departments.

There are no intentions to make changes in Happiness or T&S.”

What is the future of Tumble?

Tumblr is not shutting down, as of now. The current plan is to figure out how to run Tumblr with a minor team of employees.

Automattic is committed and will assess performance in 2024 to see what more they can achieve.

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