Tumblr + kills Post+, its ill-fated subscription offering for creators
Tumbler a recent announcement, Tumblr has confirmed the discontinuation of its Post+ subscription service, marking the end of a short-lived and tumultuous venture. The feature, introduced in July 2021, allowed creators to monetize their content by placing it behind a paywall for subscribers. However, the decision to shut down Post+ comes after a series of challenges and a less-than-enthusiastic response from the Tumblr community.
Starting December 1, users will no longer have the option to enable Post+ on their blogs. The complete shutdown is scheduled for early 2024, at which point existing Post+ content will become private, and the creation of new content will be disabled. Subscribers, who will not be billed from January 2024 onwards, are advised to cancel their App Store subscriptions to avoid charges.
The Post+ service faced immediate backlash from Tumblr’s predominantly younger user base, known for their aversion to traditional monetization methods. Early adopters, like the writer Kaijuno, felt like “sacrificial lambs” as the community directed its discontent toward creators using Post+ rather than the platform itself. Despite moving into open beta and adjusting pricing to as low as $1.99/month, the drama surrounding Post+ persisted.
Automattic, the parent company of WordPress.com and owner of Tumblr since 2019, hinted at the discontinuation of Post+ in a recent Q&A by CEO Matt Mullenweg. He acknowledged Post+ as one of Tumblr’s “missed opportunities” and attributed its downfall to misinformation spread by fan fiction writers, causing a coordinated campaign against the feature.
While Mullenweg did not outline future plans for creator monetization, he emphasized a commitment to features like supporter badges, virtual goods, and advertising. The decision to retire Post+ aligns with Automattic’s efforts to refocus on elements of Tumblr that resonate with its user base while shedding unsuccessful endeavors.
As Tumblr navigates this transition, it encourages users to continue supporting creators through alternative means such as tipping. The company’s emphasis on supporter badges, virtual goods, and advertising signals a strategic shift in its approach to monetization, leaving behind the controversial chapter of Post+.
