Tumblr is set to transition its extensive collection of half a billion blogs to a WordPress-based backend, marking a significant technical shift. Automattic, the parent company of WordPress.com, which acquired Tumblr in a $3 million sale in 2019, announced the move in a blog post.
Why Is Automattic Migrating Tumblr to WordPress?
This transition aims to enhance platform compatibility and leverage shared technological advancements between Tumblr and WordPress. Despite the backend change, Tumblr’s front-end user experience will remain the same, with Automattic emphasizing its commitment to preserving Tumblr’s distinct identity and streamlined posting interface.
Automattic’s announcement highlighted the operational advantages of this migration. By aligning Tumblr’s backend with WordPress, the development team can create tools and features applicable to both platforms, enhancing operational efficiency and leveraging open-source innovations from WordPress.org. Tumblr will also contribute to WordPress’s evolution with its own unique tools and creative input. Automattic views this backend migration not as a rebranding but as a means to improve interoperability while maintaining Tumblr’s unique appeal.
A Significant Technical Hurdle to Overcome
However, the technical undertaking is immense. Automattic acknowledged the scale of the task, describing it as one of the largest technical migrations in internet history. The company, while confident in its ability to manage the migration, did not provide a specific timeline or roadmap for the completion of the project.
The announcement served primarily as a confirmation of Automattic’s intentions to eventually transition Tumblr to WordPress, without committing to concrete deadlines.
The decision to shift Tumblr’s backend to WordPress comes amid ongoing challenges for the blogging platform. Acquired by Yahoo in 2013 for over $1 billion, Tumblr struggled to compete with social media giants like Facebook, Instagram, and Reddit. Even after Automattic’s acquisition, Tumblr continued to face financial losses, reportedly at a rate of $30 million annually. Attempts to capitalize on user migration from Twitter after its acquisition by Elon Musk did not result in substantial revenue increases for Tumblr. Today, Tumblr’s income relies on digital goods, advertisements, and subscriptions.
Despite its challenges, Tumblr remains a significant platform for socializing, blogging, and engaging with various fandoms. Automattic’s strategic move to integrate Tumblr’s backend with WordPress suggests an effort to streamline operations and tap into the technological synergies between the two platforms, possibly steering Tumblr towards greater stability and profitability.
Featured Image courtesy of Automattic
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