Dive Brief:

• Tumblr is introducing the Creatrs Network, which will function as a creative agency that matches its most popular content creators with potential advertisers.
• The blogging platform boasts more than 420 million users, according to Alexa Internet Inc., and is the 14th most popular website in the United States.
• Tumblr parent Yahoo, Inc. has not yet released information on advertising or payment rates for Creatrs Network content creation. 

Dive Insight:

Yahoo is looking to Tumblr to pull in $100 million in revenues this year with its substantial reach and audience engagement. The visual blogging platform’s foray into advertising launched in October with sponsored video posts, and Tumblr recently introduced Buy, Borrow, Pledge, and Do Something buttons to facilitate e-commerce on certain reposts. 

Tumblr’s launch of Creatrs Network recalls Facebook’s discontinued “Sponsored Stories” offering, which furnished brand advertisers with user-generated content for a fee, but proved unpopular since it didn’t pay contributors and often used content without their informed consent. Creatrs Network will pay bloggers for sponsored content.