Tumblr has been bleeding users for a while. After being acquired by Yahoo, it made the deeply unpopular move of introducing ads, as well as a paid subscription that would remove them. Then, in 2018, Tumblr announced that it would ban adult content. This led to an almost 30 percent dip in traffic, with over one in five users leaving for good. The platform walked back this a few years later but the damage was done as many users had already found new homes on platforms like TikTok or Discord.