The magic of Tumblr is that it sits between Twitter (short form) and WordPress (long form) and fills a gap in the world of blogging that nobody else has managed to capture. There are elements of Facebook and Instagram in it as well. So it’s a lot like all of these apps but in the end it is like nothing else. It has a soul and pulse and a vibe that other social apps don’t have. At times, it is simply magic.