About the Hype

How to read the Hype


To help us look at where Tumblr is in its social media life we’re going to use the Gartner Hype Cycle. “Gartner Hype Cycles provide a graphic representation of the maturity and adoption of technologies and applications, and how they are potentially relevant to solving real business problems and exploiting new opportunities. Gartner Hype Cycle methodology gives you a view of how a technology or application will evolve over time.” In other words, the Gartner Hype Cycle helps you figure out how popular you are, and if you are going to stay that way. An Example of the Hype Curve is listed below

gartner hype cycle

Like all social networks, Tumblr falls somewhere on this Hype Curve. Currently Tumblr falls in the Trough of Disillusionment. For some clarification…


Trough of Disillusionment: “Interest wanes as experiments and implementations fail to deliver. Producers of the technology shake out or fail. Investments continue only if the surviving providers improve their products to the satisfaction of early adopters.”


I believe that Tumblr falls in this phase of the Hype Cycle for a few reasons. While Tumblr was once super popular it has fallen under the radar in the last few years. There are a few users who have remained loyal, but the vast majority of us have left our one loved social media site behind and don’t think twice about it. The social media site just hasn’t been able to keep up with the growth of its users in the way that Instagram/Facebook has. They would have to make some major changes in order to gain the audience back and I’m not sure if they can do it. Yahoo acquired Tumblr in 2013 for about $1 billion dollars. Yahoo, another company that has become obsolete on the internet has led Tumblr down a path that was similar to their own. In fact, Tumblr’s founder and CEO David Karp stepped down from the company at the end of last year. This is one of the indicators of being in the trough of disillusionment. The hype cycle shows that after the trough of disillusionment companies move to the slope of enlightenment, then the plateau of productivity. Unfortunately, I think this may be the end for Tumblr.David Karp Leaves Tumblr

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