Tumblr Sees 350% User Surge, Mostly from Brazil

In the wake of X’s ban in Brazil, Tumblr has reported a massive 349.55% growth in users and a 222.99% increase in communities, with daily active users increasing by 30% in the country, according to the company. Alongside user growth, blog creation and community engagement have surged, marking a notable boost for the platform. This sharp uptick follows Brazil’s legal crackdown on X, formerly known as Twitter, which has driven users to seek alternative social platforms.

The Brazilian user base now engages with Tumblr at a rate five times higher than users from other parts of the world. The increase comes as Tumblr, acquired by Automattic in 2019, continues to seek ways to revitalize its platform and improve long-term financial performance. While the company has not provided exact metrics on new community growth, it emphasizes that the influx of active users has been significant.

Although Bluesky, another social media service, has seen even larger growth since the ban, Tumblr’s increase could be pivotal for its ad-based revenue strategy. Once a billion-dollar platform, Tumblr has faced financial difficulties in recent years, with its parent company Automattic working to streamline operations by integrating Tumblr’s backend with WordPress.

Not only does this introduce a flood of new users to the platform, but it also means the formation of “X refugee” communities – groups that are both eager to find a new platform and curious to try out social media sites that can offer a better experience than X did.