Monday, February 6, 2012

Today alone, Tumblr has already seen nearly 62 million posts  overall, the site just surpassed 17 billion posts total.

For a network that produces and reproduces millions of pieces of content daily, the company relies on a number of editors for each category. And as one of the most popular “explore” category on Tumblr, you can guarantee the “LOL” tag requires some serious filtering.

Jake Fogelnest is a comedy writer, DJ, producer and actor. You can now add Tumblr editor to the list, too. The company revamped its community editors about a month ago  joining Fogelnest is a slew of 25 other comedians, writers and creatives.

“I’m kind of obsessed,” says Fogelnest about his new position. “I spend all day with Tumblr open in a window.”

All promoted content on the tag is hand-picked by its editors. There is an extra star button at the top left of the page, alongside the heart and reblog features. Fogelnest and the other editors are allowed to promote up to ten posts daily to be featured on the LOL tag.

“I try to really keep in mind who is following the LOL tag,” explains Fogelnest. “Is this just funny to me, or will that be funny to everyone?”

The nature of the web allows memes to be born and die within the same week, so staying on top of quick-moving content can be tricky.

Tumblr approaches its community editing by selecting users who branch off into various styles of humor. To name a few, other LOL editors include Nick Kroll, Paul Scheer, Kelly Oxford and Megan Amram.

“There’s a lot that I find that particularly funny, but not every LOL editor would. They’re all great people, but we’re stylistically very different,” says Fogelnest. “I feel very much in the middle. I come from the Upright Citizens Brigade New York alt-comedy world  since I was like, 15. But, I’m also completely enamored with Internet culture.”

Although the editors have been selected to cover various genres of humor, Fogelnest admits there is always the risk of editors promoting the same thing. Most recently, there was an issue with the video of Kristen Bell freaking out over a sloth. As a comedian, Fogelnest responded with just that a little bit of humor.

“There’s a certain amount of Internet etiquette that I try to follow,” says Fogelnest. “I also try to make sure it’s properly attributed  that the person has always created it originally.”

While talking with Fogelnest, he filtered through the LOL tag content and selected a few that he found particularly worthy of being featured. As someone in the entertainment industry, his influence in the category is pop culture-based, mixed with Internet absurdity and nonsense.

“You never know what you’re going to find,” he says. “People are making the craziest, greatest stuff of all time. I don’t think I’ve ever used all ten of my promotions in a day, but it’s great to be able to share it with lots of people.”

1. Wheel of Fortune and "That Sh*t Cray"

"To me, this is great because everyone knows the Watch the Throne album. It's something that taps directly into the [LOL tag] zeitgeist."

2. Unicorn Wheelchair Mashup

"This is a pic of a woman in a motorized wheelchair photo on a unicorn. A friend and I just saw this pic and it's just absurd -- it's so nonsense, and purely Internet."

3. 21 Jump Street

"This one has 21 Jump Street. Well, that's just great."

4. Pizza Kitty

"Somebody has taken a piece of pizza and made it into the shape of a kitty cat. I don't even know."

5. Drive...Available on VHS

"This one's a VHS cover of Drive. It's not extremely funny, but it's just cool, and it obviously took some time to make."