Dive Brief: 

• Tumblr has released the results of a study it commissioned with market research firms Millward Brown and Added Value about what users want and value in a social site. 
• Not surprisingly, the results of the study show that users want to be served interesting and entertaining media, which is also something the study shows respondents feel they receive from Tumblr. 
• The social blogging site is trying to make a case to brands that it is more of a media channel rather than a large social network —a move it hopes will draw advertising. 

Dive Insight: 

Anytime a company commissions a study that paints its own brand in a favorable light, the accuracy should be called into question. The study and other data do show that viewing a brand's content on Tumblr has positive effects for the brand, but now the challenge is to convince brands that the positive results are worth paying for.