Tumblr Partners With YouNow, YouTube, Kanvas, Upclose on Live Video

Tumblr followed up Monday’s teaser announcement about Tuesday’s launch of live video with more details.

Tumblr followed up Monday’s teaser announcement about Tuesday’s launch of live video with more details.

The blogging platform is not launching a tool for users to create live videos, such as Facebook Live or Twitter’s Periscope application.

Instead, Tumblr is teaming up with YouNow, YouTube, Kanvas and Upclose to create “a publishing and discovery platform for live video” from media partners and organizations including Mashable, Refinery29, MTV, Time Out and The Huffington Post.

Tumblr said in an email to SocialTimes that Live Video on Tumblr is currently an editorial initiative, “but we are actively exploring ways to bring live video to brand partners as an ad offering,” and it provided the following updated schedule for Tuesday’s debut live videos (all times ET):

  • 4 p.m.: Opening remarks.
  • 4:10 p.m.: We will make Things Organized Neatly organize things neatly.
  • 4:15 p.m.: You will Answer Time live with Adam J. Kurtz.
  • 4:30 p.m.: We will inflate a very big thing in a very small room.
  • 4:45 p.m.: A Harlem Globetrotter will teach you how to basketball.
  • 5 p.m.: You will learn the metaphysical truth about your Tumblr.
  • 5:30 p.m.: Closing remarks.

LiveVideoOnTumblrShareThisBroadcast LiveVideoOnTumblrNotifications

Tumblr also provided the following instructions for its Live Video partners:

  • Share your live video content to Tumblr from YouNow, Kanvas, Upclose or YouTube (YouTube is Android-ready right now, iOS-ready in a few days).
  • Your followers on Tumblr will get a push notification if you’re live or if you reblog a live video. The push notification takes them to the live video.
  • Your video will be pinned in first position at the top of your followers’ dashboards on web and mobile while it’s live.
  • There is a badge on every live video post that indicates the provider. When you click-through the badge on mobile, it will open the application or take you to the app store to install the app.
  • If a user chooses to save the replay of their video on the live video provider app, the live video will live on their Tumblr as a regular video post that can be replayed shortly after the live video session concludes.


Readers: Are you ready for Live Video on Tumblr?

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.