More than nostalgia: marketing finds authenticity with “Tumblr-core”

Out of focus photos, polaroid photos and elements inspired by the blogs of the 2000s, are the characteristics that define the booming trend of «Tumblr-core». A trend based on the aesthetics of the Tumblr social network that is nourished by nostalgia that has become a ‘marketing’ bet for the imperfect, emotional and authentic compared to the polished and calculated in the world of brands.

Tumblr is a microblogging platform that allows users to publish and share texts, images, gifs, videos and more customizable formats, combining aspects of a traditional blog with the immediacy of social networks. During its peak, between 2010 and 2015, Tumblr was the epicenter of online subcultures, standing out for an aesthetic where memes, digital collages, melancholic phrases and movie gifs were part of the site’s everyday language.

Now, as highlighted Erica Garman, VP of Marketing at Intero Digital, Nostalgia once again becomes a powerful tool: “Today’s digital nostalgia doesn’t just look like 2013. It also feels like 2013: raw, emotionally confusing, and curated enough to seem spontaneous,” the professional writes in AdAge.

“Tumblr-core” and why brands should focus on authenticity

El «doomscrolling», that endless scroll in a digital environment marked by AI voices and purchases on Amazon, has generated rejection in Generation Z. This group is changing its relationship with social networks: After years of intensive consumption, more and more young people are reducing the time they spend in front of the screen to combat digital fatigue, a phenomenon that affects 81% of GenZ, according to a study by The Harris Poll and Quad.

In recent months, a profound change has been evident in the digital behavior of consumers. According to a report published by the digital consumer research firm Bulbshare, 99% of Gen Z consumers will skip an ad if given the option, and around 63% use ad blockers to avoid them while browsing the Internet. Their willingness to do so is largely because they feel overwhelmed by the number of ads they see every day.

Where does this trend fit into the marketing puzzle?

It is in this context of saturation that the rebirth of “Tumblr-core” arrives, an idea that Garman describes as «a collective desire for something slower and more humane. “It’s about rejecting the hyper-acted digital experience and embracing a more honest (if emotionally messy) version of life online,” he says.

Brands like Duolingo They’ve already taken this approach with chaotic TikToks, which don’t feel like polished promotions, but rather an organic addition to users’ feeds. “Her posts are fun, yes, but also emotionally resonant and very relatable to young audiences who value authenticity over perfection,” describes the professional.

For Erica Garman This bet works because the content doesn’t feel like marketing.. “It feels like a real person who took control of the account (and maybe got a little overboard).” Based on this idea, the professional shares 4 keys that brands should try in this boom of the “Tumblr-core” model.

Four keys to “Tumblr-core” for brands

1. Be authentic and vulnerable: Perfect is boring and sterile, and that is why young audiences are attracted to content that seems spontaneous.
2. Create content that lasts: Everyone optimizes for quick-to-consume content, but now people are looking for depth.
3. Go niche: Mainstream is overrated. This “Tumblr-core” revival thrives in micro-communities, where references and subculture are key. The deeper the bond, the greater the impact.
4. Design to excite, not to convert: It is not about designing grid models. The content that works best is that which makes the consumer feel something.

A fundamental rule: authenticity is everything

The current moment of digital marketing It is about betting on authenticity and strategically sharing with communities. But this trend goes beyond a fashion based on nostalgia, and instead focuses on a reconciliation with the spontaneity of the early Internet.

«Gen Z detects when you fake it, and will capture it with a screenshot and comment included»emphasizes Erica Garman. In addition, the professional adds that consumers are looking for casual, emotional, intimate and blatantly strange content. “If you continue marketing like you did in 2019 (overproduced, overoptimized and emotionally flat), you are missing the moment.”