Tumblr announced an update Wednesday that will enable users to more easily create long-form blog posts, instead of the picture- and GIF-heavy posts that fill the platform.
“Whatever you want to write—simple things, flashy things, handsome things, trashy things—now you can write the hell out of it,” a Tumblr blog post states.
The move is seemingly an answer to competition from Medium, another blogging platform that has more than 17 million monthly visitors. Though Tumblr has more than 420 million active users with more than 220 million blogs, the new update appeals to writers, not just the visual content creators which Tumblr has in large supply.
That doesn’t mean the social media platform is forgetting its visual appeal. On Jan. 22, the company announced “Creatrs by Tumblr” which aims to team artists with advertisers.