Tumblr’s “State of Community Report:” Why do we Care?

In collaboration with Archrival, Tumblr released their “State of Community” report this week, harping on the intersection between marketers and the infamous spokespeople for younger generations: Gen Z. 

How can marketing teams truly connect with younger generations on social media? How do you find the perfect balance between jumping on relevant trends and cultivating a more lasting relationship with social media users? 

Despite companies continuing to spend millions on campaigns, influencers, and marketing re-brands in pursuit of answers to these questions, it seems that nothing has changed – younger consumers like Gen Z are growing “cringed out” and bored with an over-saturated market of brands trying to humanize themselves under an inauthentic rouse of relatability. 

To investigate this widening gap between marketers and younger generations of consumers, Tumblr and Archrival surveyed hundreds of people – across both of these demographics – trying to piece together a more accurate picture of the state of our marketing industry. 

Tumblr’s ‘State of Community’ Report: Why Do We Care? 

Rebranding Chaos To Connection 

Tumblr’s State of Community Report harps on one main statistic throughout its niche investigations: “87% of marketers feel that the landscape of marketing is more chaotic today than it’s ever been.” Hoping to bridge the gap between Gen Z’s online and their counterparts working behind the screen (some of whom are likely professionals in the same generation), Tumblr, in collaboration with youth culture agency Archrival, surveyed them both. 

Unsurprisingly, this theme of chaos is far from an isolated experience for marketers – consumers are feeling its consequences, as well. As brands and influencers desperately try to connect with their younger audiences, who are equally chronically online and bored with an oversaturated market, by clinging to seemingly relatable trends that feel too “try hard.” 

Nearly 55% of marketers misguidedly believe that their brand’s ads and marketing campaigns are relevant to Gen Z audiences, with only 44% of Gen Z agreeing. Nearly 70% of Gen Zs can’t remember the last time a marketing campaign truly “wowed” them. 

So, where’s this divide between marketing campaigns and their intended audiences? What’s the missing link? Tumblr’s State of Community Report alludes to it with their findings – a solution to chaos, confusion, and isolation – but doesn’t clearly state it until later on: it’s connection. 

Online Third Places & Gen Z Community

Researchers and community advocates have passionately argued that in-person “third places” for Gen Zs have almost completely disappeared over the past 5 years – depriving individuals of social connection, without financial burden or social barriers. 

Locational divides and financial restrictions plague public parks and libraries, preventing younger generations from mingling, meeting people, and building true in-person communities.

Social media and the influx of online communities has stepped in to fill that gap, but as the industry as a whole commercializes with advertising, e-commerce, and marketing campaigns, those organic communities (and their true power) can be overlooked. 

That’s the missing link in many marketing campaigns, like this report argues, they’re more focused on what these communities can do for their brands – from engagement, to visibility, to profit – than what they can do to help support and preserve connection. Marketers need to be concerned with “fostering digital spaces” that are less about pushing out content and trying to be relatable, and more about “meaningful engagement.” 

That’s the key to success in today’s digital landscape: making connections, fostering community, and harboring an aura of authenticity and genuinity that other brands are falling short in achieving.  Like the report clearly states and alludes to throughout their findings: “Brands that don’t yet have a community strategy will be left behind.” 

Disrupting the Marketing Funnel 

A similar report on Gen Z in the marketing industry from Vogue in March 2023 argues in favor of community-focused campaigns – also drawing on aligned Archrival studies. 

Not only do they note the online desires of these younger generations, but they argue for an additional layer: theorizing that Gen Z has “broken the marketing funnel,” traditionally used to inform agencies and campaigns, and built an entirely new one: the “infinite loop” of community, creativity, consumerism, inspiration, and loyalty. 

Instead of being funneled down from media, to brands, to outlets for purchasing, they’re informed by a variety of different things when making their purchasing decisions – from influencers, to communities, and online advertising. It’s not like how it used to be for older marketers – which seems to be the root of many of the issues that Tumblr’s report poses. 

Closing Thoughts 

This report dives deeper into several of the themes that we summarize above – from the decline of social media relatability, to trending topics, and even “new rules” for influence across platforms. At the heart of every discussion? Community. 

Don’t be afraid to steer away from social media, as it takes on a more traditional media feel for many consumers, and stems out into “underdog” platforms like Pinterest. Where can you help to support existing communities, using the skills, talents, and products you’ve already nailed down? 

The greater genuine commitment you have to your consumers, without trying too hard to fit into the stereotypical mold of social media success, the more connection you’ll foster with them. 

It’s an “infinite loop,” not some hierarchical funnel, that drives them to purchase from you or collaborate – and don’t take that for granted. You have the opportunity to build more loyal and genuine relationships with consumers and users when you meet them where they are, support them from an authentic perspective, and consistently contribute to the two-way street between users and marketers online.