In 2015, blogging site Tumblr launched a GIF detection feature called Tumblr TV as an experimental product. With the short-form video app's fate uncertain after the TikTok ban in the U.S., Tumblr says it's finally time to offer Tumblr TV, which has evolved to support video, to all users as one of its standard features. I decided.
The company announced Tuesday that the product is graduating from its home in an experimental project known as Tumblr Labs, and explained how the tab will be available to everyone. New users will see a tab in a fairly prominent third position within the app. Meanwhile, existing users can turn Tumblr TV on or off in the configuration settings in the dashboard tab, Tumblr said.
Nearly a decade after its creation, the decision to elevate the video product from experimentation to core functionality stems from demand for TikTok alternatives and in the wake of a U.S. law banning Chinese-owned and other apps in the country. It is greatly related. .
Enforcement of that ban is currently on hold following President Trump's intervention, but TikTok agrees to a deal that will keep the app alive in the U.S. after a 75-day extension despite numerous suitors Whether or not it will be done remains to be seen.
Like many apps, Tumblr saw a spike in users joining the service on Jan. 19, the day TikTok was banned, a company spokesperson told TechCrunch. As a result, the blogging service saw an approximately 35% increase in iOS app installs and a 70% increase in new users joining Communities, a feature that allows users to join different groups focused on specific interests. did.
In fact, some newcomers have created Tumblr communities, similar to the TikTok repository, aimed at those looking for a place to back up and share their TikTok videos. Another community, TikTok Refugees, was active with both new and returning users, the company said.
However, Tumblr TV falls short as a competitor to TikTok. While the company has made many improvements to the service while it's been a Labs feature, including lightbox support, improved scrubbing, and added video support, the final product is dominated by content from original creators. It's not very similar to a certain TikTok.
Tumblr's video feed, like TikTok, allows vertical swipe-based navigation within channels (such as arts and sports) when viewed on mobile. However, the GIFs you see in this full-screen mode are understandably grainy, and many of the videos you see aren't formatted for vertical viewing because they weren't recorded for vertical video apps in the first place.
Still, the company hopes the video feed will give TikTok users some peace of mind if they decide to migrate to Tumblr.
Of course, with TikTok back online in the US for the foreseeable future, demand for backup apps is likely to decline.