Tag Archives: Social

Foursquare Introduces ‘Super-Specific’ Search And Filter Options For iOS And Android To Help You Find New Venues

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As Foursquare evolves, it wants to help you find either new places to check out or lead you to places where your friends have already been. Mixed in with that is recommendation technology to show you places that you might be interested in based on where you’ve been before. Today, Foursquare updated its iOS and Android apps with an advanced search option that lets you control how the service seeks out new venues for you.

In its blog post today, Foursquare “dares” you to get “super specific” with your searches. Basically, the company is saying that they have enough data to find any place that you could imagine. One of the example searches is: “A cheap sushi place that’s nearby and open now, but that I haven’t been to yet.” Again, this is a search performed based on all of the data that Foursquare has collected over the years, but its first move into a more conversational search experience. Companies like Google are jumping on this bandwagon as well.

When you perform a search like the one suggested above, you just get results as you’d normally expect. Foursquare is processing these inquiries surprisingly fast, which means that you’re likely to settle on a place quickly:

The interesting part comes with the new filter options, where you can hone in on a venue based on whether you or a friend have checked in before, by price, if the venue has a special or if you’ve saved it to check out later:

I feel like with this dynamic search and filter options, Foursquare has made the jump to become a true utility that might even cancel out a Google search or a Yelp deep-dive. That’s a pretty bold thought, but when you think about how much data Foursquare truly has, a lot of things that we haven’t even seen yet are possible.

The filter options makes all of this data more manageable and of course, usable, to get you to try out more places. It’s also an incentive for more businesses to adopt Foursquare’s offerings, such as specials. If people start filtering their searches in the way that Foursquare suggests, then it behooves these restaurants and bars to have multiple specials lined up and ready to go. Think of it as a highlighted ad in Google search.

Urturn Raises $13.4M Series A, Led By Balderton, For Its Social Expressions Platform That Lets Teens Create Memes & Movements

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Urturn, the social expressions platform that soft-launched as stealthily as possible last year by intentionally hiding under a really boring name, is getting ready to turn the volume up to 11 to start seriously recruiting teens and trend-setters to its meme-stuffed, fashion-friendly, music-loving platform. Today it has announced a $13.4 million Series A funding round, led by Balderton Capital with a $10.7 million investment. The private equity arm of Debiopharm Group invested the remaining $2.7 million. As part of the investment, Balderton founding partner Barry Maloney will join the Urturn board.

The London-based startup, which also has an office in the Valley, is also launching an iOS app today, funded by its Series A, to extend its web-based platform to mobile. An Android app is also in the works, due later this year. Prior to the Series A, Urturn had raised around $500,000 in friends/family funding.

So what exactly is a social expression platform? Urturn — pronounced ‘your turn’ — is best described as a viral meme-generator. It offers both a social toolbox for creating and sharing ‘expressions’ with other users, with support for sharing these out to other social networks such as Facebook, Twitter and Pinterest, and also a space to hang your creations and browse others (and/or follow celebrity users or your friends). It also has its own bookmarklet browser button to make grabbing source material for meme-making purposes even easier, as Pinterest does.

Expressions is Urturn’s term for the visual composites that are its social currency. These often start with a photo but can also include multimedia elements like video and audio, which are then augmented with text or doodles or other graphical elements, by a user selecting the relevant template. So, instead of having to go to Google to copy and paste the meme du jour to post to Facebook or Twitter, Urturn gives its users the tools to make their own version of that meme. Or something else entirely.

The image at the top of this post is a basic example of an expression created with Urturn — by first uploading a photo and then adding a series of pointers to the image. Other templates currently available on the site include doodles, collages, quotes, speech bubbles, hashtag tags, cartoon elements (such as the Bunnify expression, below right) and more. 

There are also templates that support interactions, such as love it/leave or this/that which ask other users to vote on whether they like whatever else they’re seeing in that template. And templates to incorporate multimedia elements, as noted above. In short, everything an angst-ridden teenager needs to express themselves online. Or a fashion blogger to ask their followers which slacks they dig.

Another core piece of site apparatus is Urturn’s ‘Your Turn’ button which encourages the viral component by letting users click a button to easily create their own version of an expression that someone else has made — leading to waves of similarly themed expressions to be generated by, for instance, fans of the musicians who have a presence on the site.

The main topics Urturn is focusing on for now are music, fashion, beauty and art & design. It notes that it has received “significant interest” from the music industry as a new way for artists to connect with their fans.  Artists already signed up to the platform include Alicia Keys, David Bowie, One Direction, Green Day, UNIONJ, Ellie Goulding, The Gossip, Carly Rae Jepsen and Kendrick Lamar. Urturn has also attracted interest as a blogging platform to engage with readers from fashion magazines such as Cosmo.

Urturn is not currently breaking out its total user numbers but says its biggest markets globally are the U.S., followed by the U.K. and then South America.

The original idea for Urturn stemmed from a sense of frustration with the limitions of existing social tools as a medium of expression explains Stelio Tzonis, CEO and also the co-founder pictured top, left, with Urturn’s fashion & lifestyle hire, Sophie O’Kelly.

“We were sharing some stuff on social media like Facebook, Twitter. And the frustration we got is most of the time we wanted just to play around with content, like taking an image and doodling on the top, or writing something. And you end up having to take the picture, go to Photoshop or whatever, so all the work flow were really complex,” he tells TechCrunch.

“We just want to be more expressive. Sometimes you just want to have a picture and ask something to your friends, or put a quote on it, or point to something. This is really what we mean by be more expressive.”

Urturn plans to open up its templates feature in future via an API, to further expand the scope of the expressions it offers.

“Social networks really enabled the way to connect people with friends and followers, and a way to share with like, reblog, repost, retweet. Other things like this. But when you come to express yourself it’s really limited,” Tzonis continues.

“What we saw was unlimited ways to express yourself. And what we were dreaming is to have a palette [of templates like Urturn's expressions] — if you want to record you just find something to record, if you want to create a quote, if you want to share some music, you want to point something you want to  doodle, and we believe that there is unlimited different numbers to express yourself. That was really the beginning where everything started with Urturn.”

Balderton’s Maloney says the fund saw a lot more in Urturn than just A N Other photo-sharing social network/comms network. “We see it as a medium for self-expression which we don’t think has been done very well yet,” he tells TechCrunch. “Photos are an important part but it’s not just photos. What we liked about it was it brings together the idea of music, goes into segments like fashion so for us what grabbed our attention about it was the engagement that’s possible, when you can really use self-expression to engage with our audience.”

“The social networks that are out there do a great job at what they’re designed to do which is communicating. What this one really does is it gets to the heart of self-expression and we think that’s where the value is,” Maloney adds. “The way the audience has taken to the tools, the way they’ve made them pretty simple to use, they way they’ve presented them in a multi-fashion, multi-dimensional way where you can almost drop and drag any of the connotations that you want to get that engagement going, and then to watch the users that are on, how long they stay on, and what they’re doing are all really great early signs for us of something that’s got great potential.”

Urturn’s Tzonis says the startup is still exploring monetisation strategies, with possibilities under consideration being promoted posts, much like Twitter’s promoted tweets model. But the first order of business is to scale up the number of Urturn users and grow the community.

“There are a lot of different opportunities to monetise this because it’s so expressive, that we have a lot of brands asking us [about Urturn]. It’s a lot better than an ad because an ad it’s just broadcasting something. Here you have the audience that just take your message and do it their own way, so when you see your feed you don’t see again that ad — you see ‘hey, my friend has done that with that product’ or whatever,” he says. “If you have an audience you will get revenue from it… We have a lot of opportunity and people are coming to us with ideas directly.”

Rando’s 5M Anti-Social Photo Shares Could Be The Canary In The Social Networking Coalmine

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Rando only launched in March but the anti-social photo-sharing app that deliberately eschews the standard social network clutter of likes and comments and connections – simply letting users share random photos with random strangers and get random snaps in return — has blasted past five million photo shares after a little over two months in the wild. It is now averaging around 200,000 shares per day, says its creator ustwo.

For half that time Rando was iOS only, with its Android app not launching til April. Platform spread aside, the huge point here is that Rando has ditched all the self-congratulatory, endorphin-boosting hooks that apparently keep people tethered to their social networks. Yet managed to grow regardless. As Rando’s tagline pithily put it: ‘You have no friends’. The photos you share here will never be liked, never be favourited, and if they are shared outside Rando to other social networks, a feature Rando most definitely does not enable within its app, you likely won’t ever know anything about it. It’s a very rare digital social blackhole — but one that’s proving surprisingly popular (and all without any embedded social shares to grow virally), even while it’s refreshingly ego-free.

Rando has been downloaded almost 230,000 times since its March 10 launch, with nearly 35,000 downloads in the past seven days, according to data shared with TechCrunch by ustwo‘s Matt Miller (aka Mills). The platform breakdown is pretty even right now — with only slightly more iOS app downloads than Android (roughly 120,000 vs 107,000), showing how Android users are adopting Rando even faster than their iPhone owning counterparts, having had a month less to send strangers strange shots. There are, of course, many more Android owners than iPhone owners out there so there’s a lot more scope for growth on Google’s platform.

Rando’s top five countries by downloads are as follows:

South Korea  82,224 downloads 37% of total downloads
United States  41,120 downloads 19% of total downloads
Russia  25,553 downloads 12% of total downloads
UK  12,173 downloads 6% of total downloads
Brazil  7,795 downloads 4%

Even though Rando does not enable social sharing within its app, users can take screengrabs and share shots manually — and that’s happening a little. ustwo notes there have been more than 25,000 #rando Instagram shares, for instance, despite the app not giving users any simple path to do that. Searching for #rando on Twitter also typically brings up a handful of organic daily shares.

The single piece of contextual information that Rando does allow its users to retain — the general location where a photo was taken — is also removed by close to a fifth of users (17%). While less than 1% of shared images have been marked as inappropriate so you can’t accuse Rando’s growth of being fuelled by sexting. You could perhaps argue it’s a bit of a curiosity that’s appealing to a small minority of people, even while most folk find it baffling. ustwo’s data shows that the app’s most active users (top 10% in terms of uploaded randos) have uploaded more than half (57%) of all the shared randos. But the app retention rate (50% in the past week) does sound strong. Specifically that means half of Rando’s users logged in within that week, which isn’t bad as an active user type stat.

A little bird tells me that ustwo, the London-based studio which decided to find out what would happen when it made an anti-social photo-sharing app, is preparing to push Rando onto a third mobile platform in the not too distant future too — so expect Rando’s growth trajectory to continue stepping upwards, as it has been since launch. ustwo says one million randos are being shared every four to five days now, at current usage rates. ”You are literally looking at the next $1billion Yahoo! Acquisition,” jokes Mills.

Joking aside, there is something seriously interesting about Rando’s takeoff. Not to read too much into a single app, of course, but as an experiment in social-less networking it’s fascinating to watch. Not to mention ironic, since on Rando no one is watching you — which is entirely the point. But factor in the rumblings about teens’ declining interest in traditional social networks and Rando could be something of a canary in the social networking coalmine, picking up subtle traces of Facebook fatigue, and identifying a growing appetite among mobile owners at least to take back some control and reintroduce a little private space by slamming shut those social doors.

The rise of mobile messaging apps is another key trend to factor in here, apps which put private communication first, and social comms as a secondary add on. Certain age groups’ attention is arguably increasingly shifting to these more contained communications mediums — channels which offer both private and public comms within the one app, as Facebook does, but which aren’t centrally focused on publicly broadcast personal content. Rather they put the intimacy of one-to-one messaging at their core. Some, like China’s WeChat, even include serendipitous discovery features that are similar to Rando — like its Drift Bottle stranger messaging feature. 

Mobile usage is certainly fuelling this messaging-centric shift. There’s no doubt younger social network users have shifted focus away from relying on the workhorse PC in the corner, and on to apps on mobile devices — aka, the device that’s always with its owner. But the mobile is not only highly portable it’s inherently personal, containing an address book of your friends’ phone numbers. Which may be another reason why mobile social networking feels a little different, demands a little more privacy than the old web portal gateway to the social city.

There are certainly various trends at play here. Photo/image-sharing dominating text-based status updates being another, which explains Facebook’s recent focus on photos. But, if Rando’s rise proves anything it proves that humans communicate in more subtle ways than you might imagine, and need less social reinforcement than you might think. And when you think in those terms, it’s not such a huge leap to imagine the shifting sands of communication eroding the foundations of huge walled social strongholds after all. Lots of little apps, all taking away a portion of people’s attention, could eventually add up to a collective social exodus from the old networks. At least of key youth demographics.

Let’s face it, when the ex-owner of former teen-favourite social network MySpace feels capable of some very public Schadenfreude at Facebook’s expense — taking the trouble to dine out on the perception of members’ growing disinterest in Zuckerberg’s empire — something is definitely looking a little wonky in that gigantic electronic country.

MySpace hasn’t expired entirely but exists today, Ozymandias-esque, as a much diminished version of its past all-powerful self. And Murdoch’s Newscorp famously lost a bucket load of cash on the acquisition and sell off. You’d think he’d be too embarrassed to mention it — but instead he’s finding time to chuckle at Facebook’s imagined expense…

Look out Facebook!Hours spent participating per member dropping seriously.First really bad sign as seen by crappy MySpace years ago.

— Rupert Murdoch(@rupertmurdoch) May 17, 2013

Read that again, and it’s the same timeless warning as is contained in Shelley’s poem. Murdoch might as well have tweeted: ‘Look on my past works, Mark Zuckerberg, and despair!’

So while Rando’s relatively modest growth trajectory (vs Facebook or mobile messaging giants) is unlikely to make it onto Zuckerberg’s radar, it’s something any developer working in the social space would do well to take note of. Because even Facebook can’t overlook the wider forces at play in mobile – forces that appear to be reconfiguring the rules of the social game. And Rando is a small but telling member of that movement.

BeatDeck’s Free Analytics Show Musicians Who Their Fans Are

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Does my music do better on Facebook or Twitter? Where should my next tour be? Is my new song too repetitive? Musicians can get free answers to these questions and more from BeatDeck, a Y Combinator analytics company launching today. BeatDeck plans to license this data to labels and music stores to help them sign and recommend tomorrow’s superstars. Yep, BeatDeck is an enterprise music startup.

Everyone (who isn’t a cold-hearted robot) loves music. That’s led lots of entrepreneurs to start companies aiming to help listeners discover new artists and songs. But the fact is that selling music is a tough business. Selling what music to listen on someone else’s service is even tougher. BeatDeck is different. It does nothing for the listener. Zero consumer products. Instead, it focuses solely on the music industry — the artists, the labels signing them, and the stores selling them.

The first part of the equation launches today on BeatDeck.com. Artists sign up and connect their social media accounts like Soundcloud, Facebook, Twitter, YouTube, Instagram, and Last.fm. This lets them track their performance and compare it across channels, as well as see their fans’ age, gender, and location demographics. Artists also get fan influence and sentiment breakdowns thanks to reputation measurement and natural language processing.

For even deeper analytics about their music, artists can share their songs to social networks through BeatDeck’s publishing system. This gives them a heatmap of which parts of their songs users are skiping to, pausing at, or rewinding to so they can listen again. Conversion metrics indicate which channels best turn listeners into fans, and where they’re getting reshared. It’s valuable data mosts indie rockers don’t have the skills or time to track by hand. It could tell them where to book their next tour date, which part of their song to pitch for commercials, and which social networks they should focus on.

That’s phase one. Soon, BeatDeck will start selling enterprise licenses for its data to record labels and A&R departments (the people who decide which artists a label or management agency should sign). BeatDeck will let them monitor their artists and find new ones to catapult into fame. “We’re already in talks and worked out a couple of deals for enterprise solutions” says BeatDeck co-founder Josh Mangel. He explains that with just six big customers, which would have to include most of the big record labels, BeatDeck can be a sustainable business.

“Sustainable business” isn’t what being a startup is all about, though. BeatDeck will need additional revenue streams to truly succeed. Luckily, I was able to squeeze out of Mangel that the company is working on making its data useful to online music stores. One day it could have iTunes, Spotify, and Amazon paying it to tell them whose music to recommend to you. BeatDeck could tell them that people who try to listen to screechy industrial dubstep hero Skrillex, but pause 20-seconds in, should be recommended a lesser known artist like Robert Delong who is somewhat similar but easier to listen to.

There are plenty of music stores out there that could benefit from these kind of insights. BeatDeck will be battling it out with fellow music analytics services Next Big Sound and Musicmetric. However, they charge artists to monitor their music, and most musicians can’t afford to pay. BeatDeck’s free analytics for artists could win it lots of sign-ups who will fill it with data it can sell. It’s going to be a long, hard road convincing independent musicians that they need analytics, and bundling their data into something lots of companies want to buy.

In the end, the hope is that BeatDeck can help fledgling artists grow and get noticed by the bigwigs. Mangel concludes, “Right now the business isn’t really fair. Artists are not getting big because they’re talented, but because they’re backed by a lot of money. We want to make the music industry a meritocracy.”

Yahoo Drops Flickr Pro To Compete With Facebook, Still Offers Two Paid Tiers For Ad Haters And Power Users

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The bookend to Yahoo’s Big News Day — a major refresh of its photo sharing site Flickr — will see the company drop is Flickr Pro pricing tiers as part of a bid to compete better with Facebook/Instagram and the rest of the crowded market in the online photo space. But it is not getting rid of paid tiers altogether: it’s keeping an ad-free tier, called Ad Free, as well as a tier for power users, doublr, respectively priced at $49.99 and $499.99 for a year of use.

The Ad Free service, at $49.99, will do away with the advertising the runs along the right side of the current photo feed — and if today’s discussion of what Yahoo intends to do with ads on Tumblr is any indication, ads that may be appearing soon within your photo streams.

The doublr service (again with those dropped vowels… this had to have played some small role in warming the company to buying Tumblr), priced at $499.99, gives users 1 terabyte of extra space, on top of the 1 terabyte that they will already get free as part of a Yahoo account.

The Pro tiers — priced at $6.95 for three months, $24.95 for 12 months and $44.95 for two years — offered included unlimited uploads and storage, as well as no ads, and a particularly mean-spirited allowance: it let users who did upload pictures download more than just a smaller version of them. (Meaning: those who didn’t pay up wouldn’t get the full copies until they did. Their originals have always been stored by Flickr.)

From what we understand from a person close to Flickr, dropping Pro isn’t going to make much difference to the company because Pro never did very well.

“It has always been a relatively small percentage of the overall user base,” our contact says, adding that while now-distant past CEO Terry Semel had made a big push on premium services, after his departure (and actually during his time) there was “virtually no investment made” in trying to develop or push the Pro tier.

Nevertheless, there are now currently Pro users wondering how exactly Yahoo will be compensating them for the rest of their annual subscriptions. Yahoo notes that as part of the changes it will be removing “pro” badges beside people’s names and people can no longer gift pro subscriptions. Strangely, in a bit of an AOL subscription move, Yahoo says it will continue to offer renewable subscriptions to pro to “Recurring Pro users.”

The Pro tier did have another role to play. Today, CEO Marissa Mayer recounted how the small-image download was what prompted her to rethink Flickr altogether. “When we looked across our services we asked, why are we doing that? That started a thought experiment,” she said. The decision was that Flickr no longer wanted to offer “degraded” images. “We keep your images and you have high resolution images everywhere which is a huge differentiator.”

But in the age of Dropbox, Bittorrent, Mega and more, there are so many places to store pictures online today: will anyone really want to pay such a premium price for that place to be Flickr and Yahoo? In any case, as one person has pointed out already, why users wouldn’t just register for two accounts rather than pay for the extra space?

In the meantime, Flickr users are taking a page from the Tumblr book of user reviews, and laying out their vitriol about the changes over here.

Flickr Gets A Huge Revamp With Hi-Res Image-Filled UI, New Android App, And 1TB Of Free Storage

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The new Flickr is live.

Smack-dab in the middle of Yahoo-Tumblr aqcuisition day, Yahoo is holding a major press event here in NYC. But announcements coming out of this event aren’t related to Tumblr as much as Flickr, the photo-sharing database and social network acquired by Yahoo in March of 2005 for $35 million.

Today, Flickr gets a huge revamp including a totally new look and feel, focused on three different things. First, there are no more bits of text or blue links, but rather a grid layout of huge pictures in full resolution.

Second, stemming from the updated iOS app recently, which yielded 25 percent more uploads, the company is also announcing a brand new Android experience, catching the Google version of the Flickr app up to the iOS version.

Finally, Flickr looks to get even “biggr.” The company is expanding storage for your photos, by quite a bit. Flickr is offering 1 terabyte of free storage for every Flickr user. Yahoo made it clear that no other Internet company in the world offers a free terabyte of storage. That’s the equivalent of 537,731 photos.

In terms of the UI redesign, the new photostream has a justified format grid layout, complete with a header photo and a Timeline-style profile for users. On the top left, next to the photostream button, you can also click into Favorites and Sets.

But what are photos without sharing? Users have an easy share button to send photos out on any of their favorite social networks, including Tumblr.

Most importantly, Flickr has fiddled with the picture page to give a black background and a fullscreen image for every single photo page. The site has been revamped to give easy-click access to the next photo in the set or photostream, even in full-screen mode.

Adam Cahan, SVP of Mobile and Emerging products at Yahoo, announced that Flickr currently has 89 million users who have shared over 8 billion photos. That’s a lot of pictures.

Mayer explained that most of the changes happening at Yahoo concerns users’ daily habits, which explains why the company has put so much focus on the Yahoo Home Page, Yahoo mail, and the Yahoo weather app. In a number of ways, these products are energized and enhanced by photos.






Yahoo’s, and particularly Marissa Mayer’s, tweaks to its overall service and the Flickr experience has helped build out both platforms, but there are still questions over Flickr’s ability to generate revenue and, perhaps more importantly, compete with photo-sharing behemoth Instagram.

It’s worth noting the timing here: Yahoo just bought out one of the biggest and most popular blogging platforms around, and Flickr is a huge resource for blogs in general. But how will Yahoo integrate the two to build out use of both and make both experiences more seamless?

“We have a nice set of the creator brands,” said Mayer. “Photographers and writers. With that, there is natural set of opportunities that arise between Flickr and Tumblr and we’ll deal with that as it comes.”

Alongside Flickr’s product announcement news, Mayer revealed that the company would be setting up shop at a new NY office in Times Square, in the New York Times building, which will hold all 500 employees based in NY, along with room for expansion to 200 more employees.

Google+ Gets A Refresh For Android To Mirror Its 41 Update Extravaganza From I/O, Adds New Location Section

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Today, Google updated its Google+ app for Android to get up to speed with all of the changes announced during last week’s I/O Developers conference. In all, there were 41 new updates, including a new stream, photos experience and Hangouts.

The Android version has all of that, and one new feature — a new location section.

Where the Anroid app really shines is with the photo capabilities. The updated Google+ app now has the auto backup, highlight, enhance and “auto awesome” functionality that the desktop version has. It’s really handy to be able to enhance your photos directly within the app, rather than waiting until you get back to your computer or relying on Google to do its magical synthetic wrinkle removal, even though it’s cool.

To make it easier to “make plans and meet,” Google+ has broken “Locations” out into its own section. Now, when you share your location with certain Circles, your friends can easily find you by tapping on that section. Naturally, it drops everyone’s location onto a Map, which makes it seamless:

Location is something that hasn’t been a great piece of Google+ to date. The service currently picks up where you are and asks you for your explicit location, not really telling you who will get to see it. With the Location section and controls, it’s easier to manage and can turn into an experience similar to that of Foursquare.

The stream is getting all of the features from last week, too. The auto hashtags will let you drill into new content, hopefully sucking up all of your free time. It turns the Google+ experience into something like Wikipedia, where you can just keep tapping on relevant content and hopefully find some new people to follow along the way. While you’re not going to get the new three-column layout on your smartphone, the drilling down is actually fun.

We’ll await the iOS update, but expect the same items to find their way into that version. All of these enhancements are made to entice you to do a little bit more in Google+, as the company doesn’t really expect you to jump ship from one network to another. The features are more complementary to one another in this update, giving a better experience to new users, which is the most important demographic for Google to focus on right now. Those of us who have tried Google+ already have our minds made up as to whether it’s useful or not. It’s the stragglers who haven’t seen it from the beginning that need to be wowed.

Tumblr’s Adult Fare Accounts For 11.4% Of Site’s Top 200K Domains, Adult Sites Are Leading Category Of Referrals

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How much of Tumblr is porn, and what is Yahoo going to do about it? On the latter, Yahoo CEO Marissa Mayer spoke to its plans for addressing content that is not “brand safe” earlier this morning on a call about its $1.1 billion acquisition of the site, saying that Yahoo will need to have “good tools for retargeting,” and will “monetize in a way that is tasteful.” But as for the former, it’s often been something of a black box – there simply wasn’t publicly available data.

However, now, we may have some answers. According to an analysis of Tumblr’s 200,000 most-visited domains, 22,775 of them are adult – or 11.4 percent. The analysis was performed by web measurement firm SimilarGroup, a company which raised $2.5 million earlier this year with the intention of competing with Alexa’s stronghold in web rankings.

The measurement firm analyzed the volume of visits to these adult subdomains, and found that 16.6 percent of the traffic that visits Tumblr takes place on adult blogs.

In addition, 22.37 percent of incoming referral traffic from external sites to Tumblr is from adult websites, making that the leading category for referrals. Meanwhile, 8.02 percent of outbound traffic from Tumblr goes to adult websites.

Below are some screenshots from SimilarWeb Pro, which shows Tumblr data from the past year (May 2012 to April 2013), detailing the breakdown of referrals and outgoing links:

Neither Tumblr nor Yahoo responded to requests for comment, as of publication time.

Tumblr’s secret to successful growth back in the early days, was in fact, its adult content. In some circles (read: mainstream users, typically men), it’s what the site is still known for today. Anecdotally, this is the kind of thing I hear all the time when I bring up Tumblr among members of this not-so-tech-savvy group: “Oh, you mean that porn site?” Uh-huh.

To be fair, any site that relies on user-generated content is going to have a porn problem – even Instagram and Pinterest get dirty at times. But Tumblr seems to be better known for it than the others.

Still, Mayer is right – it’s a matter of targeting Tumblr’s ads correctly when they do go live, to make sure that porn and brands are not living side-by-side on the same page.

All Things D broke down why Tumblr’s porn stash is not a problem for Yahoo, explaining that Tumblr’s ads appear in the sidebar of the Dashboard – the home page feed where people follow the blogs they’re following. Another type of advertisement called “spotlight” ads, promotes Tumblr blogs in a directory of suggested account. Neither of these types of ads are hitting the users who come to Tumblr for the adult fare.

That’s because, users in search of Tumblr’s adult content are usually doing just that – searching. (And with the “Safe Search” filter turned off, course.) These folks don’t see Tumblr’s ads now unless they actually subscribe to adult sites. However, that doesn’t necessarily mean they’ll be immune to all the ads in the future.

Mayer also discussed today Yahoo’s future advertising plans, saying that it may work with bloggers to provide ads that run with their permission, and plans to integrate Yahoo’s search functionality on Tumblr’s site, too. In other words, Yahoo will need to be very careful when rolling out its additional ad formats to make sure brands and pornography don’t get too tangled up.

After all, it would only take one screenshot of some supposedly family-friendly household name next to a video of “hott girlz doing xyz” to cause major controversy and possibly harm to Tumblr’s own brand.

Currently, brands marketing on Tumblr aren’t worried about the adult content, says Hayes Davis, CEO of Union Metrics, whose company now tracks over a 100 million events on Tumblr per day, including posts, reblogs and likes, out of Tumblr’s over 107 million blogs and 50 billion total blogs.

“Tumblr is becoming a strategically important marketing channel for these brands, and they are making large investments in the platform. Just this year, we’ve signed up brands and agencies that represent myriad industries, including higher education, entertainment, fashion and beauty, sports, consumer products, travel, technology, news and retail,” says Davis.

Marketers love the viral engagement and staying power around branded content on Tumblr, he explains, saying that posts live for far longer on the site than on other networks. That data point was also hinted at in Tumblr’s own reveal today that out of the 50 billion blog posts on the site today, only 5 billion are original content – the rest, presumably, being the re-blogs (re-sharing another’s content on your own blog).

But as for the NSFW content, according to Union Metrics, “it frankly never comes up in any of our discussions.”

Time will tell if that still remains the case in the future.

Also of note? Mayer just blogged this: