A central component of Tumblr is visual content, which also plays well with aspirational brands. Tumblr content is both extremely viral and has a long shelf life meaning that content shared on Tumblr can be shared for longer periods of time and jump to more diverse sub-groups within the network than other social networks.

Dr. Scott Hendrickson, data scientist at Gnip | No Comment: Using Tumblr to Tell Your Brand Story – Dachis Group