ARTISTIC INFLUENCE

icymi, tumblr used to do an elaborate april fool's prank every year, but this year they suddenly stopped. here's a somewhat detailed recap of everything they did over the decade:

2013 - mishapocalypse (honourable mention): tumblr staff didn’t start doing april fools until 2014, but the mishapocalypse happened on tumblr in 2013 and i feel like this list would be incomplete without it

2014 - tumblrpro: upon opening your dash you were greeted by an “inspirational” video, that ended with the option to get “tumblrpro (for free)”. all it did was put a top hat on your icon.

2015 - tumblr executivesuite/coppy: a copying machine appeared in the corner of your dash. it would offer tips on how to use tumblr, like clippy the paperclip used to do in microsoft word. as the day went on, it slowly broke down and died right in front of your eyes. many people hated him (but not me). you could also make a (small) spreadsheet. @executivesuite2016 is the official blog.

2016 - this is decision/lizard election/tumblrdecides: a parody of the 2016 US elections. there were 4 lizards (well, one of them turned out to be a salamander in a scandal) to vote for. the dash looked different and there was a live news report with election updates, as well as an election blog for each lizard. they all had their own slogans and you would get an "i voted" button after you voted that would get slapped next to your icon. there were built-in functions to make an election poster for your favourite lizard and to create a text post that supported your lizard of choice that autogenerated a statement for all your followers to read. imo tumblr’s april fools peak. @thisisdecision2016-blog is the official blog, @mop-2016-blog @wretchedtooth @timefordeborah-blog were candidates. rick also had a blog (rick-official) but that now seems to have vanished because he ended up dropping out of the election. mop won, if you're curious. by far the most elaborate prank tumblr ever did.

2017 - horse friend: a tamagotchi-inspired game where you had to take care of a little horse in the corner of your screen. it came with a randomly generated name, and you had to feed and clean up after it. if you didnt take good care of it, it died. you could then hatch (yes, hatch) a new one. there was also an option to look at the names of all your dead horses. this is now available to buy in the tumblr shop. @horse-friends is the official blog.

2018 - tumblcoin: a parody of cryptocurrency (this was the year bitcoin took off). you could ‘invest’ in tumblcoin, with which you could in turn buy things with to spice up your dash, including last year’s horse friend, coppy from 2015, and a frame for around your icon. you could share the amount of tumblcoin you owned in an automatically generated gif post which would be tagged #tbc2018 and #tumblcoin. @tumblcoin is the official blog.

2019 - @memories: this blog still functions the way it did on april fools itself! it's like mad libs, where it takes post templates and then adds in tags you use a lot and users you frequently interact with on your main blog. like a personalized shitpost bot.

2020 - group chat prank/@storybot: it was so hard to find info on this because it was contained entirely in the now-defunct group chat function, which no one used. i had to go through the notes of this post for information because no one cared enough to actually write anything explaining it. turns out, you could write a story with your mutuals by adding storybot to your group chat. it also kept working after april fools (well, up until the group chats were deleted) just like memories. many people missed out on it entirely because they did not use the group chat function.

2021 - tumblcryptids: tumblr allowed you to adopt “non-fungible tumblcryptids”, a parody of NFTs. clicking a button that said "Summon thy Tumblrcryptid" would spawn an image of a little blob-shaped creature with a short description, which would always read "Hi! My name is [randomly generated name]. I love [thing most people like]. I hate [thing most people dislike]. Like my parent, I can't get enough of #[tag from your main blog]." you could share them in a post, which would automatically add the tag #NFTumblcryptids to your post. and yes, people on the piss on the poor website freaked out about it because they thought they were real NFTs harming the environment. @tumblcryptidadoptioncenter is the official blog.

2022 - click-a-thon: when you clicked a light switch on your dashboard, a bunch of colourful things showed up, like a sponge you could move around, an "engagament meter", clickable buttons, and a “Summon Crab!” button, which would summon a crab when you clicked it. you could. the crabs, like horse friend, are still available in the tumblr store as of 2025. here's some screenshots. there were various ways to share your crab activities, which would all get tagged #april fools 2022. the prank was presented as a marketing technique created by Brick Whartley, a fictional businessman character created by tumblr, who (afaik) originated in a post on the official blog of the 2018 april fools prank, albeit originally in a different role. around this time he also started functioning as the mascot for tumblr's shop ( @emporium )

2023 - abstract reactions (emoji reacts): buttons were added to every post that allowed you to add emoji reactions, many of them based on tumblr inside jokes (horse as a reference to horse plinko/horse friend, vanilla for the vanilla extract meme, pikaman, bug for bug race, and brick whartley, who wasn't a meme but staff really wanted him to be). if one specific emoji was used a certain amount of times it would add an effect to the post, eg many cheese emoji reacts would cover the post in cheese. this was also attributed to Brick Whartley ("his" blog @brickwhartley also documented the day)

2024 - boop-o-meter: allowed you to “boop” other users who had opted in to the booping, like facebook’s poke feature back in the day. depending on how long you held the button, you would either boop, super boop, or evil boop. on the dashboard there was a counter for both how many times you had booped others and how many times others had booped you, as well as how many boops were given side-wide. when booping someone, an image of a cat paw appeared. you would get badges (which can still be used) for booping 1, 100 and 1000 times. if you got more than 999 boops, the counter would simply say “WOW”. this was brought back for halloween 2024 (as BOOp-o-meter. get it), with a ghost, skeleton and mummy paw. no official blog, but here's an official recap for april first from staff. i believe this was the only april fools prank that was mobile user friendly.

Back in June, we announced our comeback as a new team that would imagine big ideas for Tumblr—and would build them in public (aka with you).

Today we're very excited to announce our first failure. The first experiment we want to loudly, publicly admit didn’t work. We’re pretty excited about this because trying and failing are a big part of learning.

A little background

A few months ago, we ran interviews with lots of people on Tumblr to get a better sense of what works and what needs to be better. 

Among other things, we heard that people discovering (or rediscovering) Tumblr really struggle to understand how to make it work for them. They sometimes don't know how to follow the right blogs to curate their dashboard, or how to use likes, replies and reblogs to interact with a particular fandom. 

And that's just the tip of the iceberg, really! Some might be lucky and have friends to teach them, but many come here to find friends in the first place, and leave feeling lost and overwhelmed.

So here at Labs we're working on ideas to help people discover what makes Tumblr a unique corner of the internet, making it easier for them to find belonging here.

Our (failed) idea

Our first idea was to simplify certain parts of our interface, thinking through each element and putting what is important to you front and center. We called it "Mini"—mostly because it was a cute name.

We started work on the post interface first, because that's the most important part of your experience on Tumblr, and we wanted to improve some of the problems there.

Our goal was to make labels and actions on posts easier to differentiate, and make each post the same height, so diving into a long post is a choice. To achieve that, we designed a new header, a new footer with separate actions, and a mini version of the post:

As we started to build it, we realized that scrolling through the dashboard after the changes… didn’t feel right. It didn’t feel like Tumblr anymore. But we didn’t want to make a decision based solely on our own gut feelings… we needed to ask the Tumblr community. 

An essential part of how we're working in Labs is speaking to people who use Tumblr (and those who don't use it, but could love it) pretty much on a daily basis. So we showed them this idea, and their response was indifferent at best, and confused at worst.

We learned that it's hard to limit the height of a post without sacrificing the magic of reblogs, and that loss was too meaningful for us to pursue this any further. So we're putting it in the trash.

What's next

So Mini didn’t work out! That’s okay. We’ve learned a lot. While minifying posts might not be the answer, there were parts of the idea that worked, and you might even start to see some improvements being tested from what we learned. We’ll see where that goes!

We're working on other ideas at the same time, and some of them are getting a lot of love from people in research. So the next time you hear from us, we'll hopefully have something more successful to share—stay tuned!

A pun post crossed my dash, and I reblogged it with an equally bad pun in return. A couple of my followers find it funny, it's a good day for everyone.

That was on July 7th.

Virality on Reddit was entirely algorithmic. You could garner a couple crossposts, but the success of a post was entirely dependent on whether or not it hit r/all--the main page of Reddit. If your post does that, it's immediately exposed to 10x the number of people and immediately gets upvoted.

On my pun post, I get a couple reblogs. And those reblogs get a couple reblogs--nobody really adds any content to the post, it just gets a couple reblogs here and there.

There's a specific chain of reblogs that I'd like to focus on. The most popular post on this chain has about 25 reblogs on it. Half the posts have three reblogs or fewer. Five posts in this chain have just one reblog total.

But the reblog chain keeps going. And going. It breaches containment many times over. And finally, after a chain THIRTY SIX posts long, at 9:30 AM, July 22nd this morning, it hits a popular account.

99% percent of the people who have seen the post--virtually unchanged from how it left my dash--have seen it because it was curated by 36 different people. That's insane to me.

None of those 36 people know that they're part of this chain. They saw a post, reblogged it, and moved on. If any one of these people had not reblogged, the post would have a fraction of the impact it has.

And yet, after two weeks, the post has effectively hit the main page of tumblr. It was picked up, only because people liked it enough to show it to their followers. There were no algorithms necessary.

- If you could paint the sky, what color would you pick? -

by Pedro Gabriel