“Tumblr can be a very difficult brand to crack,” BuzzFeed’s Tumblr editor Cates Holderness says. “It seems like a very insular community. But personally, it’s my favorite platform. We talk about Tumblr as one community, but it’s really made up of hundreds of thousands of small communities. It provides access to a lot of underrepresented audiences.” Digiday’s Lucia Moses talks to Holderness about how BuzzFeed uses Tumblr to uncover viral stories (such as “The Dress”) and connect to Tumblr’s many communities.