Social Aggregator Gnip Announces Exclusive Partnership With Tumblr | Adweek Social Aggregator Gnip Announces Exclusive Partnership With Tumblr | Adweek
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Tumblr Signs Exclusive Social Data Deal With Gnip

Partnership could help brands monitor relevant conversations
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Tumblr's firehose of social data is finally open for real-time consumption.

Social media aggregator Gnip has exclusively partnered with Tumblr to make the platform's full stream of public posts available for analysis for the first time. 

And that's no small set of data. In the past few weeks, the micro-blogging platform reached two macro milestones: 20 billion blog posts and 50 million blogs.

But it's not just the volume of Tumblr data that would make it appealing to brands, it's the virality of activity on the platform. In addition to creating 50 million new posts a day, Gnip said Tumblr users, who tend to be a younger demo of 18-to-24 year-olds, generate 35 million "likes" daily, making the site a hotbed of social sharing.

"It's an incredible signal for what [brands] should be paying attention," said Gnip President and COO Chris Moody. "They now have the underlying data across the entire Tumblr network to see what's getting discussed."

Plenty of big brands, including J. Crew, Target and Gucci, have started to build a presence on Tumblr, which has tested features to help brands promote themselves on the network. But Tumblr CEO David Karp has repeatedly said that the company isn't interested in bringing traditional advertising on to the site.

As Tumblr figures out how to monetize its platform, allowing Gnip to resell its data means brands will at least be able to better understand how to engage with the Tumblr community.

By accessing Gnip's Tumblr data, marketers could have an easier time tracking real-time conversations trendsetter types are having about their brands, or even gauge reactions to products in development, Moody said.

While Gnip previously offered clients access to Tumblr's public API, this is the first time Tumblr has made its data available in a convenient, real-time format, the companies said. 

Gnip offers enterprise-grade access to social data from about 40 sources, including premium access to platforms like Twitter and Wordpress. Every month, Gnip said it delivers more than 90 billion social media activities.

"We've seen incredible growth over the past year, and with that has come a surge in interest in developing insights and analytics on top of our platform," Tumblr's Karp said in a statement. "By partnering with Gnip, we can meet that demand while continuing to focus on building the best product features for our users."