With over a billion active users, Facebook is the most far-reaching social networking platform the world has yet known. However even as you are reading this, younger users are leaving the Zuckerberg-founded social media behemoth in droves. Many of them are migrating to Tumblr.

The reasons behind teens leaving Facebook for Tumblr are simple: Their parents aren’t on it.

“All you relatives are constantly commenting on your stuff,” explained 15-year-old Baret Steed, speaking to Time.com about Facebook. “I appreciate the gesture and wanting to keep up with my life, but it’s kind of annoying.”

One of 2012’s most oft-visited sites

A scientific survey of 1038 young people conducted on Survata indicated that Tumblr is emerging as the most popular social network amongst teens and twenty-somethings. And while Tumblr still has a long way to go before leaving Facebook in its rearview mirror, it attracts 170 million visitors a month and was one of the top 10 most visited sites on the web in 2012.

Tumblr is a micro-blogging platform that generates more than 64 million posts daily. It was founded in 2007 and its popularity with teens stems from a combination of providing more room for creativity and still being largely under parental radar.

“The reason we like it so much is because not everyone has one,” explains Steed. “Not everyone’s on there, not everyone’s stalking you.”

Engaged and eager to interact

Tumblr users are highly-engaged and eager to interact with compelling content; making it what would seem to be a fertile ground for brands looking to promote themselves through content and Social Media. In November Tumblr made itself friendlier to marketers by enabling analytics through Union Metrics. There are also features allowing brands to pay to promote posts or profiles across the network or just across specific tags.

Bigger than “Blog”

Tumblr has set a $100 million revenue goal for 2013 so there’s definitely ambition behind the platform. Of course whether or not it succeeds in overhauling Facebook remains to be seen. But considering that “Tumblr” recently overtook “Blog” in Google search term rankings, it seems that the micro-blogging site has as good a chance as anyone of becoming social media’s “next big thing.”