Tumblr to Transition to WordPress Backend as Automattic Aims to Streamline Operations

Tumblr to Transition to WordPress Backend as Automattic Aims to Streamline Operations

Automattic, the parent company of WordPress.com, has announced plans to move Tumblr’s backend infrastructure to WordPress. 

Acquired by Automattic in a $3 million fire sale in 2019, Tumblr will not be transformed into WordPress, but rather, its backend will run on WordPress, as detailed in a blog post published by Automattic.

Preserving Tumblr’s Unique Identity

Automattic emphasized that while the backend will shift to WordPress, Tumblr’s unique identity and user experience will remain intact. “We acquired Tumblr to benefit from its differences and strengths, not to water it down,” Automattic clarified. 

The streamlined posting experience and current product direction of Tumblr will remain unchanged, ensuring users won’t notice any difference from the outside.

Advantages of the Transition

Automattic highlighted the benefits of this transition, noting that it will facilitate the sharing of work across both platforms. With the backend powered by WordPress, the development teams at Automattic will be able to create tools and features that work seamlessly on both WordPress and Tumblr. 

Additionally, Tumblr will be able to leverage the open-source innovations from WordPress.org, while WordPress will gain from the creative tools developed for Tumblr.

Transitioning Tumblr’s backend to WordPress is no small feat, as the platform currently hosts half a billion blogs. Automattic acknowledged the significant technical challenges involved, describing it as “one of the largest technical migrations in internet history.” Despite the complexities, the company expressed confidence in its ability to successfully complete the migration.

The history of social media platforms is replete with examples of major backend overhauls, some successful and others less so. Twitter, for instance, managed to rewrite parts of its backend while maintaining site functionality during its early years. Similarly, Slack transitioned its app’s architecture to new code a few years ago. On the other hand, Myspace’s infamous shift to Microsoft’s stack is often cited as a factor in its decline.

Automattic’s Vision for Tumblr’s Future

Tumblr, once a social media powerhouse that was acquired by Yahoo for over $1 billion in 2013, has faced significant financial challenges in recent years. Despite Automattic’s efforts, the site continued to lose $30 million annually, even as new users joined the platform following Elon Musk’s acquisition of Twitter (now X). However, this influx did not significantly boost Tumblr’s revenue, which currently comes from digital goods, ads, and subscriptions.

In response to these financial woes, Automattic’s CEO, Matt Mullenweg, reallocated much of Tumblr’s workforce to other areas within the company and laid off others late last year. He acknowledged that the transition to WordPress would be “tricky” but expressed optimism that emerging technologies like AI could simplify the process.

No Specific Timeline Yet

Automattic has not provided a specific timeline for the transition nor detailed a roadmap for the project. The announcement simply confirmed the company’s intentions to shift Tumblr to a WordPress backend at some point in the future. 

As Tumblr continues to evolve under Automattic’s ownership, the platform’s long-term success may hinge on the successful execution of this ambitious migration.