In a casual tweet to their 237,000+ followers, Tumblr announced yesterday morning that as of Monday night, the microblogging service crossed the 20 billionth post mark. They apparently “forgot to make a big deal of this earlier,” as they were probably too busy adding more jokes to their Terms of Service.
Tumblr has seen exponential growth since its inception in 2007. The service has blossomed from an insidery Blogger alternative populated primarily by Manhattan’s media elite, to a blogging behemoth overflowing with angsty tweens, professional corporations and even celebrities in less than five years. Tumblr has also been a magnet for controversy, embroiled in lengthy policy debates over the many pornography and self-harm blogs hosted on its platform.
“The average Tumblr user creates 14 original posts each month, and reblogs 3,” reads Tumblr’s About page. “Half of those posts are photos. The rest are split between text, links, quotes, music, and video.”
But perhaps in a nod to its hipster roots, the service appeared to take their 20 billion posts milestone in stride. No animated .gif streamers rained down from the address bar on their About page; no self-congratulatory Tumblr post celebrating their ingenuity was reblogged thousands of times. They stayed cool, they stayed casual, with just one understated tweet: 20 billion posts, everyone. No pom-poms required.