The Huffington Post Asks Brian Solis How Long Yahoo Can Hold On To Tumblr’s Teens


Yahoo CEO Marissa Mayer speaks during a news conference Monday, May 20, 2013, in New York. (AP Photo/Frank Franklin II)

Bianca Bosker of The Huffington Post asks Brian Solis if he believes Yahoo’s acquisition of Tumblr is a good investment…for teens.

Yet some experts speculate that younger demographics may be more fickle than their parents or older peers. Not only do they have an ever-expanding selection of sites and services from which to choose, but these younger users are “more ambitious in what they explore,” noted Brian Solis, an analyst with Altimeter Group.

“If a site gets stale, millennials start to talk about banishing the network,” said Solis. “If a site starts to feel uncool, it is uncool. It has as much to do with the technology as the culture.”

Tumblr faces the real risk of becoming uncool by virtue of its association with Yahoo, noted Solis, and already some teens are threatening to leave the site.

“Karp has to make a strategic effort every day to protect Tumblr’s culture and evolve its culture so millennials feel like it evolves with them,” said Solis.

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ABOUT ME

Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

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