Def agree its smart of Tumblr to try new things - but the return here seems minimal. You aren’t broadening yr audience by highlighting content to people who already read you. Best case: Someone spends an extra 5 secs looking at your post. Then what?
On the surface, true. But I think there are several interesting things this feature opens up for Tumblr. A “Highlighted” area is the most obvious. Or maybe something like: pay $1 to highlight a post to your followers, pay $10 to highlight to all of Tumblr. That would probably get a bit spammy so maybe you see the option to highlight to all only if you got enough “hearts” from the $1 highlight to those following you.
That’s just a few quick ideas. There is a lot of potential here.
But even the most simple angle may be interesting. You pay to highlight and your post get more hearts and reblogs as a result, so perhaps that post is seen by many more people than they normally would be. Doesn’t seem like a bad bet for $1.
More importantly, if Tumblr can get more credit cards on file for one-click transactions… a whole new world opens up.