When's the last time you turned to Yahoo as a first choice search engine? Never? That's pretty much the sentiment with the rest of the country, and in an attempt to salvage their cool among young, hip kids, Yahoo is making a $1.1 billion dollar deal to purchase Tumblr.
Tumblr, a young but popular blogging site has only been around for six years.It already has more than 100 million users, all of whom satisfy a demographic that Yahoo desperately wants to appeal to: the young, smartphone-using generation. Yahoo is aiming to appeal to an audience that was born after Yahoo saw its peak. Buzzfeed.com commented, "Tumblr’s young demographic doesn’t just ignore Yahoo — they don’t know what it is."
News of Yahoo's purchase was not taken well by the Tumblr community. Known for getting fixated with some very specific topics, Tumblr users are a tough audience to please and were not thrilled with the purchase.
While some users turned to a hyperbolic outcry...
...others turned to cyber bullying.
This wouldn't be the first time that a large company with purchasing power bought a small, up and coming company that no one believed would be a successful venture. Google bought a small video sharing website in 2006 only one year after it was founded, when it was un 'unprofitable startup'. This small website gained in popularity, and YouTube has become one of the most quickly rising websites of its day. This gave Google access to the very same demographic Yahoo is pursuing.
Facebook did a similar thing not too long ago, when it bought the photo sharing mobile app Instagram. Like in the case of Tumblr, users' main concerns dealt with keeping the integrity of the original company, expressing how averse they were to major changes. This is why Facebook has yet to place ads on Instagram.
Yahoo has been searching for a way to increase its presence on mobile phones, and buying Tumblr might get it the publicity it needs. With its highly original content, users fear that the new Yahoo presence will take from the originality of the site. But while the users of Instagram and YouTube, once the deals were done and they did not result in total disaster, they quickly forgot the events and went on with their lives. Only time will tell if Tumblr users' initial negative reaction will last.