It might seem a little early to start talking about potential Facebook acquisitions considering the social network just completed its $736-million purchase of Instagram, and its share price is still 40 per cent lower than it was when the company went public. But I think Facebook should start thinking hard (assuming it isn’t already) about trying to acquire Tumblr. Why? For some or all of the same reasons that it felt compelled to buy Instagram — including the fact that the massive growth and engagement Tumblr is seeing is a direct threat to Facebook’s future success. It seems obvious someone is going to take advantage of that, and if it isn’t Facebook then it will be a competitor.
This idea struck me again as I was preparing for my talk with Tumblr founder David Karp at GigaOM’s RoadMap conference on Monday, which you can read about (and see a video clip of) here. I pulled together a lot of statistics about the size of the service, but it quickly became obvious that there wasn’t much point, since they would almost certainly be out of date by the time I hit the stage. Sure enough, Karp mentioned that Tumblr recently crossed the 20 billion pageview-per-month mark, up from the 16 billion that is mentioned on its website.
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