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.

EXTREMELY BAD HOLY FUCK.

But this. This changes the data architecture. This changes the SINGLE THING that makes tumblr the "... yes and" website. This KILLS THE COLLABORATIVE POSTING THAT MAKES THIS SITE DIFFERENT FROM ALL THE OTHER MEDIA PLATFORMS.

THE CANVAS' MANY DEPICTIONS OF VERSO DESSENDRE