December 10: Post volume on Tumblr peaked between 8:00 p.m. and 10:00 p.m. PST on Monday, while tweet volume on Twitter peaked between 11:00 a.m. and 1:00 p.m. PST that day.
Tumblr: 31,200 posts and reblogs, 42,100 participants
Twitter: 55,700 tweets and retweets, 44,100 participants
The most popular Tumblr post about the IKEA monkey is from Tumblr user julian and features the IKEA monkey as a Marc Jacobs model. So far, this post has received more than 18,000 notes (at the time of writing), including 10,700 relobgs. Of those reblogs, only 343 were directly reblogged from the original post; more than 10,400 of those reblogs were downstream reblogs - reblogs of reblogs. This is a great example of the strength of Tumblr’s network - it only takes a few well-connected people to amplify a message far beyond its original reach.