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Tumblr struggling to grow user base

Tumblr will continue to fall behind its social network competitors in the coming years, according to a forecast from eMarketer.

Tumbler’s reach among social network users in the US is currently at 12.5 per cent, and is only set to grow to 14.5 per cent by 2020.

This is less than half as much as Pinterest (29.4 per cent reach in 2016 to 32.8 per cent in 2020) and less than third as much as Instagram (48 per cent reach in 2016 to 56 per cent reach in 2020).

In terms of its overall user base, Tumblr currently boasts 23.2 million users across the US, and will have 29.4 million by 2020.

eMarketer predicts 2016 will be the last year Tumblr grows its overall user base by double digits, signalling its user growth is beginning to stagnate.

A middle ground between Twitter and a company blog, Tumblr is by no means a channel purely limited to B2C, with B2B marketers seeing the potential in its creative focus and intuitive user-experience.

But as its growth plateaus, B2B marketers may begin to question is usefulness as a social resource.

​Tumblr will continue to fall behind its social network competitors in the coming years

Does your B2B brand use Tumblr? If so, how much success have you experienced? Let us know in the comments below.