Reblogs in a chain now get their own notes
The reblog chain is one of the things that makes Tumblr unlike anywhere else. All the notes on reblogs are attributed to the original post, no matter which branch people actually liked or reblogged. We want to keep encouraging conversations, and give contributors the recognition they deserve.
Soon, you'll be able to like, reblog, or reply to any part of a reblog chain, and that note will go to that reblog's author. Each reblog will have its own counts, instead of one aggregated number from every version of the post. And yes, you’ll be able to like multiple posts in one chain.
If a reblog doesn't add anything, the love flows up to the last person in the chain who did. Your post doesn't lose notes just because people spread it quietly.
Past notes will stay on the original post — we're only changing what happens from here on out. Retroactively re-attributing all of them would be... a lot.
This is just the beginning. More changes are coming as we keep building this out – stay tuned!
It’s very clear that you all have strong feelings about Tumblr and about this change. We hear you. The passion people have for how Tumblr works is one of the things that makes this place special.
As this rolls out over the next few days and you explore it, we’ll keep reading your replies and reblogs, so please keep sharing your questions, concerns, and ideas.
Your creativity has always been the heart of Tumblr, whether you’re the original poster or adding something brilliant in the reblogs, and nothing about this change is meant to limit that.
If you’d like to talk directly beyond the comments, leave a reply and we’ll follow up with as many of you as we can. We want to work with you to make Tumblr better.
One of the worst structural changes in a long time aside from the implementation of faulty AI moderation.
This platform has one of the most distinct user-content configurations compared to its competitors, but each action Automattic takes seems to be focused on imposing modes of engagement that undermine these unique strengths.
Studies have shown that Tumblr users are highly interconnected compared to other platforms. Despite no required reciprocity, users still have a higher rate of reciprocal follows and engagement than other platforms. And all of this occurs with the majority of user rarely or never making posts of their own. This is a highly decentralized network, so the areas where information is centralized is essential to navigate these interconnections.
I think it makes sense to have a reblog function available for each post within a chain, because the alternative was not great. But partitioning engagement to the user whose last engaged with neglects the fact that when people reblog a chain they are doing so because of all of the prior users contributions.
For my own purposes, liking each user's contribution on a reblog makes going through my likes highly redundant and cluttered because I see the same post over and over. This incentivises limited engagement to minimize redundancy in the likes tab OR eliminating the individual user functionality of the Likes tab.
Not sure why I bother to appeal to Automattic given that I've FOIA'd enough of your company's records and have seen how your team has shown in multiple venues an absolute disdain for your users, the platform, the values this platform purports to have, and the law regulating your company.
I think the main issue users have struggled with is the lack of trust built with Automattic. Perhaps features like tipping didn't take off because users did not trust Automattic to handle sensitive data and process payments. This trust was certainly eroded more continuing censorship until AND AFTER being legally found to be discrimination; putting moderation in the hands of a non-responsive AI system that masquerades as review by a human; using a third-party for Tumblr Live which collected excessive data, censored innocuous things, but did put porn back on the dash; failing to intervene in ever increasing bot activity... I could go on.

















