Dive Brief: 

• In recent months, Facebook's organic reach has declined considerably due to changes in its algorithm that lead to a decrease in brand publishing — and Tumblr is looking to pick up that slack. 
• The social blogging site is reaching out to brands and highlighting that, while Facebook is looking for ad money, Tumblr is the place to build a bond with followers. 
• Tumblr points out that its posts last considerably longer — a third of engagement with Tumblr posts happens one month after posting — and there is no algorithm standing between brands and followers. 

Dive Insight:  

Brands looking for better organic reach are going to have to go somewhere outside of Facebook, and Tumblr could very well be that place. The site is smart to point out its advantages and differences rather than presenting itself as a "new" Facebook. The longevity of posts is something Tumblr holds over more social sites than just Facebook. Twitter and Instagram posts also have shorter shelf lives, for example.