Some sites really do have an “era,” a sort of golden age where all the content just had that magic touch that got people interested and invested. One such ecosystem was (or perhaps still is, for diehard fans) Tumblr.

The “Tumblr is Life” Facebook group is dedicated to sharing the best posts and memes from that very special part of the internet. So get comfortable as you scroll through, upvote your favorites and be sure to add your own thoughts, experiences and stories in the comments below.

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Tumblr opened in 2007, founded by David Karp as a fusion of the classic blog and new short-form posting culture. What distinguished Tumblr early on was the ease and flexibility of use, nobody wrote about it just being for words or pictures, but rather a stream-of-consciousness dashboard where one could quickly post text, GIFs, quotes, songs, links, and "reblog" one another in a constantly mutating conversation.

Unlike most social sites, Tumblr encouraged anonymity, creativity, and untrammeled expression. You didn't have to use your real name, friend your real friends, or even add a profile photo. That freedom made it irresistibly appealing, especially to teenagers and young adults not represented anywhere else online.

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By the early 2010s, Tumblr was a chaotic cultural universe. It became a haven for fandom communities, whether you were hooked on Doctor Who, Supernatural, One Direction, or Sherlock, Tumblr gave you a community where you could gather, scream into the void, and produce fanfiction, fan art, meta, and jokes so obscure it'd only be funny to the most hardcore. But it was never just about fandom.

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Tumblr became an influential arena for explorations of identity, especially for queer teenagers, neurodivergent users, and people of color who discovered greater support and community there than they ever had offline. Social justice, mental health, and gender identity discussions thrived on the site well before they became popular culture subjects elsewhere.

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Meanwhile, Tumblr was strange. Splendidly strange. It was its own kind of humor, its own form of etiquette, its own language. You could scroll by a serious depression post and get to view a GIF of a raccoon pilfering cat food immediately afterward. There were entire pages of cursed images, surrealist memes, and photoshopped text posts with remarks that built up like an improv exercise gone off the rails. And all of it, down to your blog's color, your cursor icon, whether it autoplayed music, was customizable. No two blogs were ever the same.

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Yahoo acquired Tumblr in 2013 for $1.1 billion with dreams of tapping into its massive, youth-skewing user base. But the takeover was a tipping point. Advertisers just couldn't quite get to Tumblr's users, who actively resisted commercialization. Users openly mocked brand accounts, and monetization efforts were largely cringeworthy. Then the tipping point: in December 2018, Tumblr announced a blanket ban on adult content under the pressure of Apple and in response to the threat of illegal images on the site. The ban was implemented hurriedly and bungled, tumblr's AI image-detecting technology infamously marked anything from Renaissance masterpieces to pictures of knees as "explicit."

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The backlash was immediate. Artists, queer communities, and long-time users who relied on Tumblr as an avenue of expression were suddenly excluded or pushed away. Traffic plummeted by far. To most, it felt the soul of the platform had been ripped out.

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Ownership changed again, first to Verizon (which owned Yahoo), then to Automattic, the parent company of WordPress, in 2019. On Automattic's watch, Tumblr stabilized somewhat and even regained some of its quirky personality. It added new features like "Communities" and tried to build a more positive moderation community, but the user base is small and muted compared to its earlier incarnation.

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Despite all that, Tumblr still exists. In fact, one of the reasons it's been so enduringly popular is that it never did fit into the influencer-weighted, algorithmic design of other social media. You can't get as easily viral. There are no follower public counts or verification checkmarks. Users still share weird jokes, niche obsessions, all-caps emotional rants, and crudely cropped 2007 screencaps. Classic posts get re-posted, sometimes captioned "do you love the color of the sky," "yearbook of the internet," or simply "peak Tumblr."

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While TikTok, Instagram, and Twitter (formerly X) dominate the mainstream, Tumblr persists like a stubborn, cozy, haunted house whose every room is decorated by its former inhabitant. It's not for everyone, but for those who've liked it, it's less a place and more of a mood, a scent, a muddle of in-jokes that continue to pop up like ghosts. In an age obsessed with being up-to-date, Tumblr thrives in virtue of its perpetual crassness. It is no longer the center of the internet, but one of its odder and most charming niches.

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