Before Tumblr, there were ‘tumblelogs’: experimental, interesting HTML pages where you didn’t have well-structured posts. You could just throw a link up, or a moving GIF, or a photo, or anything you’d find, and you’d collect those things on one long page. So when we released our platform, we took it straight to the tumblelogging community and said, ‘Hey, look, we built a real tool to make all the neat stuff you guys are doing available to more people.’ They were thrilled. And because they really understood what Tumblr was about, they set a great example for new users. That helped us get a lot of early traction.
FOUNDER AND CEO, TUMBLR
Pitch the right crowd first.