I just read a brilliant post on Dreamwidth titled “State of the Migration: On fannish archival catastrophes, and what happens next” about, well, exactly what it says on the label. There has been some concern about Pillowfort, and I’ve seen a few curated lists of other alternatives to Tumblr, but I’m going to be honest and admit that what I really want for the next fandom hub is that it’s fanfic friendly. Tumblr was a great platform for visual artists, but it wasn’t such a good place to host or promote writing.
As a fic writer, I believe with all of my heart that fan artists are wonderful, which is why I support a number of them through Patreon, Ko-fi, and commissions. I reblog the work of fan artists because I love it and I want it to spread, even if my contribution to the artists’ success is limited. Almost every writer I know is supportive of artists in their own way. Artists make fantastic contributions to fandom, and they deserve love!
At the same time, I’ve sometimes felt resentful that many people in Tumblr-based fandom don’t go out of their way to support fic writers in the same way. In fact, most don’t even bother to click on the “like” button of the fic posts that appear in the tags they use on Tumblr. This may seem petty, but it’s actually a big deal. Not only does the small show of support of “liking” a post fill the hearts of writers with joy, but it also figures into the metrics of the Tumblr platform itself, which promotes posts and keeps them from disappearing from the appropriate tags based on how many notes they receive.
I recently read a great essay, Social Contract Theory and Fandom Libertarianism, whose author argues that people with a libertarian approach to fandom want “all the benefits of living in a society without any sort of responsibility for their fellow community members.” I think many fans want the “benefits of living in a society,” such as a steady stream of quality content, positive feedback, encouragement, and the occasional monetary donation – because of course they do – but they may not fully understand why it’s important to help support the community that supports them. After all, the popular fan artists have thousands of followers, and their posts get hundreds (and often thousands) of notes, so the community is doing fine, right?
Unfortunately, there are a lot of fic writers (including myself) who’ve struggled through a dark and painful space on Tumblr. The libertarian approach to this concern is that “everyone should just take care of themselves and leave everyone else alone.” In theory, this should work. The problem is that the prevailing fan culture on Tumblr has been skewed heavily in favor of artists, and what this has meant in practice is that fewer people have been posting their stories. Over the past four years, from the summer of 2014 to the end of 2018, I’ve watched the number of fic posts on about two dozen fandom tags I track dwindle down to almost nothing, even as the fandoms themselves continue to be quite active.
One might argue that the platform itself is to blame. This makes a certain amount of sense, as the layout of the site facilitates the rapid consumption of images, while writing often takes more time to process. In addition, depending on the interface, “Read More” cuts and links may not work properly. That being said, Tumblr recommends posts based on the activity of each individual user. For example, if a user likes a lot of text posts, Tumblr will recommend more text posts. This means that there doesn’t seem to be any innate programming that works against text posts, as Tumblr does not hide text posts on tracked tags, and image posts are just as likely as text posts to disappear from tags if they don’t receive enough notes.
The root of the problem is that many people on Tumblr, as individuals, do not support fic writers. They will not like fic posts, they will not reblog fic posts, and many will not even bother to look at fic posts if they don’t see them reblogged by someone else. Moreover, even though it’s relatively common for fan artists to draw fan art that celebrates the work of other artists, the vast majority of people specializing in visual art on Tumblr would never consider drawing fan art for someone’s fic. There are exceptions, of course; but, in my experience, they are extremely rare. No matter how involved a fic writer may be in the fandom community, and no matter how much support a fic writer may give to other creators, most people won’t acknowledge the existence of their writing.
In other words, the work of fic authors work may as well not exist. This is probably why I’ve seen so many writers get discouraged and leave their fandoms or quit Tumblr altogether over the past five years. Millions of stories are still being posted to Archive of Our Own, but AO3 is not a social networking site and was not designed to facilitate friendship, community-building, and collaboration. Meanwhile, the entire purpose of Tumblr is to create relationships between users, but writers rarely end up benefitting from their engagement.
The sad thing is that, again, this bias against writers is not innate to the platform itself, and the culture within fandom doesn’t have to be the way it is now. To give a personal example, when a fandom artist reblogs one of my fic posts, I can get hundreds of notes and dozens of new followers. That sort of thing means the world to me – all creators value positive feedback, after all – but it only happens about once every six months. This has been enough support to keep me going, but that doesn’t mean it doesn’t hurt that the majority of my fic posts only get seven or eight notes. I’ve tried experimenting with all sorts of variables, from the content of what I post to the length of what I post to when I post to how often I post, but nothing I’ve done has affected the reception I’ve received. What has surprised me most is that the reception of my writing is also completely unrelated to the size of my following; I currently get the same number of notes on my writing with thousands of followers as I used to get with only several hundred followers.
And this, I think, is why the culture of fanfic on Tumblr died out, while fandom culture in general seems to have gone off the deep end. Writers contribute fresh new ideas, create meta and stories that inspire people, and make high-quality shitposts. They are vital to fandom, and they keep online communities (especially communities for niche interests) healthy, friendly, and thriving. I hope that, wherever fandom ends up, the slow migration from Tumblr serves as a catalyst for a change in the culture.