Tumblr, a struggling social media platform, may soon be operated by a small team. An alleged internal memo from parent company Automattic, circulating on social platforms, indicates that the company has not seen the expected results from its efforts. This decision seems to be a departure from a leaked plan to integrate a TikTok-like algorithmic feed into the site.
While this may not signal the end for Tumblr, the memo does not bode well for the platform’s future. It states that the majority of the 139 employees will be reassigned to other projects within Automattic, leaving only a minimal team to manage Tumblr. However, in a year marked by numerous layoffs, the company’s efforts to handle the transition without job losses could be seen as a positive outcome.
Automattic, the company behind WordPress, acquired Tumblr from Verizon in 2019. Unfortunately, the platform has struggled to find its footing under various ownership changes and controversial decisions, such as the ban on adult content.
The alleged memo expresses disappointment in not achieving the desired revenue and usage levels since the acquisition. It emphasizes the importance of reflecting on their efforts and deciding where to focus their energy next.
Engadget has reached out to Automattic for comment but has not received a response at this time. Automattic’s other brands include Day One, WooCommerce, Gravatar, and SimpleNote, in addition to WordPress.