Tumblr updated reblogs to function more like tweets and users hate it | The Verge

Jess Weatherbed is a news writer focused on creative industries, computing, and internet culture. Jess started her career at TechRadar, covering news and hardware reviews. Tumblr has overhauled its reblogging feature to add new options for interacting with chained posts, and it hasn’t gone down well with many of the platform’s users. The update announced by Tumblr on Monday enables users to like, reblog, and reply to any post nestled within a reblog chain, with subsequent reblogs having their own note counts instead of a single aggregated figure for every version of the post. Visually speaking, the changes break up Tumblr’s iconic collapsed reblog chain UI — something long considered to be a part of the platform’s core user experience — into separate posts. In its announcement for the update, Tumblr even acknowledges that “the reblog chain is one of the things that makes Tumblr unlike anywhere else.” The new experience looks closer at how reblogs behave on X, Bluesky, and Threads. And the similarities haven’t gone unnoticed by many Tumblr users who are now pushing back against the platform becoming “another Twitter look-alike,” and say the updated reblog chains are harder to follow. Users have also flagged that the
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