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Just under one-third (31%) of the Interbrand Top 100 Brands have created Tumblr accounts, according to a recent report by Simply Measured.

Most of those accounts are active, and 21 of them posted during the 30-day period examined in the report (July 5-August 4, 2013).

Most (27) of the 31 brands with Tumblr accounts also have Pinterest or Instagram accounts, suggesting that companies are using the service as a complement to those other social networks.

Below, additional key findings from the report.

Brand Activity Breakdown

  • 13% of the brands examined on Tumblr average three or more posts a week.
  • Six brands are taking their efforts much further, posting more than 10 times a week.

Content Types

95% of the brands' posts were photos in the 30-day period examined, and photos received 98% of all reblogs.

The Impact of Reblogs

  • 69% of brand posts are original content: i.e., they’re being posted to Tumblr for the first time by the brand. The remaining 31% of brand posts are reblogs of other user posts on Tumblr.
  • Unlike Twitter or Facebook, engagement on Tumblr has a relatively long shelf-life: Almost a third (29%) of all reblogs take place more than 30 days after the initial post.

About the research: The study was based on an analysis of Tumblr posts by the Interbrand Top 100 Brands from July 5 to August 4, 2013. The data came from Simply Measured's analytics and reporting platform.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji