Tumblr is partnering with social media aggregator Gnip to make its public posts available for analysis. Brands will be able to pore through data about Tumblr's 20 billion blog posts and 50 million blogs, helping them to figure out how to create viral content and reach the site's highly active user base. "It's an incredible signal ... [that brands] now have the underlying data across the entire Tumblr network to see what's getting discussed," Gnip President Chris Moody says.

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