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

The Verge / 3/18/2026

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Key Points

  • Tumblr updated its reblog feature to allow liking, reblogging, and replying to any post within a reblog chain, with each post in the chain showing its own notes count instead of a single aggregated total.
  • Visually, the update breaks up Tumblr's iconic collapsed reblog chain UI by presenting posts separately, altering a core element of the platform's user experience.
  • The change has drawn significant backlash from users who dislike the new interaction model and the fragmented note counts.
  • The Verge reported on the update and the mixed user reception, illustrating ongoing debates about UX decisions on social platforms.
The Tumblr logo on a pink and purple background
The reblog chains were one of the features that Tumblr is best known for. | Illustration: The Verge

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 ackn …

Read the full story at The Verge.