New York, New York – With so many changes happening across social media platforms, it's time for Tumblr to join the party with a new feature that's explicitly catered to Gen Z.

The rise of content creation has forced social media companies to rethink how they do things and what services their platform provides.

Just like Twitter's latest release of Super Follows, which allows content creators to add paywalls to certain content on the platform, Tumblr is making moves with the launch of Tumblr Post+.

Although it's been a rough several years for Tumblr, which was bought by Automattic in 2019 for a mere $3 million, the once-famed platform is striving to keep up with TikTok, YouTube, and Twitter with the release of its new add-on.

With Post+, Tumblr users can put up paywalls for certain content they share, charging followers $3.99, $5.99, or $9.99 per month for access.

While anyone is welcome to use the feature once it launches in full, the microblogging and social media site is targeting Gen Z content creators, given that they make up 48% of its user base, according to The Wall Street Journal.

Currently, Post+ is still beta-testing, and has allotted a few Tumblr users to test out the feature in exchange for their honest feedback.

Tumblr’s chief product and technology officer, Lance Willet, said the company hopes the release of Post+ will allow the younger generation of content creators to give the platform the boost it needs.

"When Tumblr first launched, the product was perfectly attuned to millennial curation over creation, a kind of mood board," Willet told the Journal.

He continued, "When we looked at the younger generation, trying to figure out what would be the hook for them, we decided to make Post+, because it’s something that will push the boundaries and it’s following their behavior they’re already doing."

Though the full version of Post+ doesn't have a set release date, the company expects to launch the new feature to all its users sometime this fall.