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| Tumblr founder criticises rivals' publishing of performance stats | |
| (about 1 hour later) | |
| Tumblr founder David Karp has hit out at rivals such as Twitter, describing the publishing of follower numbers as "really gross", and claims that Tumblr is the leading social network to house new creative work. | |
| Karp made the swipe at rival social media networks at the Cannes Lions festival, during a seminar in which he also offered advice as to how to run a successful campaign on the micro-blogging site and why Tumblr was different to its rivals. | |
| The young US tech entrepreneur said: "We don't share stats, so your follower counts, your performance isn't published to the world. You can make little bets and try something small and experimental and not feel any sense of shame if you have only 2,000 followers that sort of thing, which I always think is really gross." | The young US tech entrepreneur said: "We don't share stats, so your follower counts, your performance isn't published to the world. You can make little bets and try something small and experimental and not feel any sense of shame if you have only 2,000 followers that sort of thing, which I always think is really gross." |
| Karp added that he believed that Tumblr was a "welcoming place for young aspiring kids to put photography out there for the first time in the world or Lions winners doing their next award-winning campaign." | Karp added that he believed that Tumblr was a "welcoming place for young aspiring kids to put photography out there for the first time in the world or Lions winners doing their next award-winning campaign." |
| Karp, who sold his micro-blogging site to Yahoo! for $1.1bn in May this year, also spoke reverentially about the advertising industry describing creative agencies as "heroes" and "some of the most talented creators in the world". | Karp, who sold his micro-blogging site to Yahoo! for $1.1bn in May this year, also spoke reverentially about the advertising industry describing creative agencies as "heroes" and "some of the most talented creators in the world". |
| The key to successful advertising on Tumblr, said Karp, was to be "small and focused" and not a long-running, big ticket campaign. | The key to successful advertising on Tumblr, said Karp, was to be "small and focused" and not a long-running, big ticket campaign. |
| Karp added: "You don't need to sweat it that much. Keep it small and focused. You don't need to be a constant presence and always on" adding that a young creative could come up with something "cool" and "beautiful" for the site. | Karp added: "You don't need to sweat it that much. Keep it small and focused. You don't need to be a constant presence and always on" adding that a young creative could come up with something "cool" and "beautiful" for the site. |
| Brands which have run campaigns on the site include Coca-Cola, Calvin Klein, Ralph Lauren and Adidas. | Brands which have run campaigns on the site include Coca-Cola, Calvin Klein, Ralph Lauren and Adidas. |
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