Tumblr Went Toe-to-Toe With Twitter During VMAs, per Data Firm

Union Metrics' stats bode well for Marissa Mayer & Co.

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Tumblr was nearly as busy as Twitter during MTV's Video Music Awards on Sunday when it came to the sheer number of content contributors, per Union Metrics, a company that offers analytics for both platforms.

The San Francisco tech firm says 1.1 million Tumblr users posted content with VMA-related keywords yesterday while 1.3 million folks on Twitter did the same. Those figures may surprise marketers who view Twitter as the dominant, social media companion for TV watchers.

(UPDATED: After this story published, Twitter disputed Union Metrics' numbers, claiming to have had 3 million users who tweeted about the VMAs on Sunday.)

At any rate, the Tumblr stat is likely music to the ears of Yahoo CEO Marissa Mayer—who paid $1.1 billion for the social site to help her 19-year-old Internet company "get young." An emerging industry narrative involves teens and twentysomethings migrating in droves from Facebook to Tumblr. Additionally, per comScore last week, Yahoo regained the No. 1 spot for Web-based traffic for the first time in 26 months without the inclusion of Tumblr's monthly visitors.

At the same time, according to Union Metrics, Twitter had a bigger edge for general posting volume during the VMAs. The micro-blogging site totaled 3.9 million tweets about One Direction, Miley Cyrus, Robin Thicke, Justin Timberlake, etc., compared to 2.1 million posts on Tumblr.

For what it's worth, the most popular Tumblr post was titled "you broke my achy breaky heart" while featuring a now famously twerking Cyrus with an image of her father, Billy Ray Cyrus, Photoshopped in.

@Chris_Heine Christopher Heine is a New York-based editor and writer.