The platform could benefit if it capitalized on the "shift from attention to intention," Roth tells me. "How do we actually monetize people's intentions on social media versus the attention of them being around?" That would mean a focus on "people's desires" and how to "help them reach them."

Tumblr still works much like an older internet, where people have more control over what they see and rely less on algorithms. "You curate your own stuff; it takes a little bit of work to put everything in place, but when it's working, you see the content you want to see,"