Tumblr adds Reddit-like ‘communities’

Tumblr is introducing a new Community feature — in-app groups organized by topic or interest.

Communities are similar to subreddits or Facebook groups and had previously been in beta. Topics include things like film photography, marine biology, LGBTQ, and video games, and each topic has its own landing page where posts shared with the community populate. Many of the features mirror Reddit, like a count of how many members are online, moderators, and community guidelines. Posts shared to communities also get a new comments section that’s only visible within the group. Communities have the option to be public or private.

Tumblr pulling a page from Reddit’s playbook shouldn’t be surprising. As other communities and forums on the web have died off or been eaten by Google, Reddit has been on the up-and-up, growing its user base and turning a profit for the first time. But Subreddits managed by users are both Reddit’s crown jewels and a thorn in the side of corporate interests, as demonstrated by the coordinated action taken last year in protest of changes to the platform’s API pricing structure. As Google Search degrades in usefulness — or is replaced by AI summaries — platforms like Reddit have become a central part of finding helpful information online.

Reddit is also adding search engine-like features, including an AI-powered summary tool called Answers announced earlier this week. Though Tumblr’s communities feature — and Tumblr in general — isn’t the search destination Reddit is, the new grouping feature does streamline how users can find and engage with topic-based content and peers with similar interests. Communities is available on the web, iOS, and Android.