Case Study: Funny or Die achieves doubled acquisition rate and increased Tumblr engagement with Union Metrics

How Funny Or Die Uses Analytics to Improve its Tumblr Presence

Funny Or Die, a comedy website known for user-generated and original content, joined Tumblr in 2009 to build brand awareness and drive traffic but lacked official analytics. The small marketing team spent hours each week manually counting notes and tracking performance in spreadsheets, leaving them unable to measure impact, identify top fans, or optimize content strategy.

In October 2012 Funny Or Die started using Union Metrics for Tumblr to analyze what content and tags perform best and to find key influencers. The data showed photos drive the vast majority of interactions (one post earned 13.8k notes, including 6,739 amplified reblogs), led to smarter use of tags like “LOL,” freed up reporting time, and helped the brand double acquisition rates while increasing overall post engagement.

Funny or Die

Patrick Starzan

VP of Marketing