Tumblr is set to embrace ActivityPub
In a strategic move, Tumblr is set to embrace ActivityPub, the open and decentralized social networking protocol currently fueling platforms such as Mastodon, Pixelfed, PeerTube, and more. Automattic CEO Matt Mullenweg, whose company acquired Tumblr in 2019, responded to a Twitter user’s critique of Mastodon’s complexities by encouraging them to join Tumblr, assuring that ActivityPub support for interconnectivity was on the horizon.
Mullenweg acknowledged the influx of new users from Twitter, emphasizing that while dealing with the surge, Tumblr’s commitment to supporting “interop and ActivityPub” remained a top priority and was scheduled to be implemented ASAP.
The ActivityPub protocol facilitates both client-to-server API interactions for content creation and server-to-server API for notifications and content subscriptions. This enables users on different instances and social apps within the ActivityPub ecosystem to seamlessly interact without the need for separate accounts on each service.
If Tumblr integrates ActivityPub, Mastodon users, for example, could follow Tumblr content directly from their Mastodon instance, eliminating the need for the Tumblr app. This move positions Tumblr to become part of a larger, interconnected social network, a departure from the conventional “walled garden” approach that limits cross-platform visibility.
Tumblr has already experienced a boost in user activity following the exodus from Twitter, with U.S. app installs growing by 7% week-over-week post-acquisition. Global downloads surged by 77% in the 12 days following Twitter’s acquisition.
Mullenweg sees Tumblr’s potential as an open alternative to Twitter, aiming to create a space focused on art and joy-scrolling, contrasting with the negativity often associated with constant scrolling.
Automattic, the parent company of Tumblr, already has experience with ActivityPub through its WordPress services. With a WordPress ActivityPub plugin for self-hosted sites, Automattic has enabled WordPress users to connect with federated social platforms like Mastodon. A similar approach could be envisioned for Tumblr.
While Mullenweg did not provide a specific timeline for the integration of ActivityPub support on Tumblr, the move signals a strategic shift towards a more interconnected and decentralized social networking landscape.
