Apart from being a messaging platform, Tumblr is one of the major spaces where fandom of any subject is allowed to grow in terms of engagement, so much so that scholarship on Tumblr fandom is now getting increasing visibility. Most writers of the bestselling variety these days are seeing the potential of the platform and using it accordingly. The Shadowhunter Chronicles is no exception. The various features of the platform lay a hefty foundation for the ever-growing stream of Shadowfam.

The traditional understanding of an author's social media presence scaled down to mainly Twitter, Facebook, and at most Instagram. Even though Tumblr is older than Instagram, the idea that it was less business-like, or official, because of its extremely pop and geek-centric outlook, might be one of the reasons for this development. The significant growth of Shadowfam on Tumblr then can be directly linked with the author's own active presence on the platform. Clare began her own creative journey as a fan of Harry Potter, and by writing fan fiction. Thus her Tumblr presence, although motivated by marketing aspects, can still be traced back to her own affinity towards such fan communities.

https://upload.wikimedia.org/wikipedia/commons/thumb/c/ca/Cassandra_Clare_at_BookCon_%2816260%29.jpg/969px-Cassandra_Clare_at_BookCon_%2816260%29.jpg?20190604235610

Clare's Tumblr account opens to a ready 'Ask Me Anything' option after the release of the last book of her The Last Hours series, giving the readers a chance to clarify their doubts after reading the conclusion of the trilogy. Elaborate answers to such questions by fans, along with long posts that support or negate certain fan theories not only increase the engagement of fans but also make sure that the readers are hooked for the coming series as well. Most answers, therefore, draw a connection from a preceding series or lead toward an upcoming one. 

Clare often reblogs such interesting fan theories or fan art that catch her attention. One such example is a post by an account called 'silvinlewis' that attempted a psychological reading of one of the main characters. Another Tumblr account managed directly by the franchise is one called 'Secretsofblackthornhall'. Clare brilliantly uses this account to release small glimpses that cannot be part of the individual works, like letters or texts sent between characters, or diary entries. These posts are released during the long gaps between the book released. 

Apart from this, fan accounts dedicated to the series are also an ever-growing aspect of the Tumblr Shadowfam community. Memes, imagined conversations between characters, fan casts and a number of critical and analytic attempts on the series are all part of it. Although the participative and pleasure aspect of fandom is one major reason why this exists, we cannot overlook the consumeristic factor that fuels such engagements. By giving a morsel of the canon in fixed intervals, the author is successfully keeping the fans addicted. The consistent engagement from the part of the franchise, along with the frequent allusion to the characters and storyline of the preceding series are all attempts to maintain the fan following. This way, while satisfying the fans, the franchise can also make sure that its existence is never going to be threatened. This has always been one of the crucial intentions behind the formation of any transmedia fandom.

References:

1. https://www.tumblr.com/casssieclare
2. https://www.tumblr.com/casssieclare/650412858433290240?source=share
3. https://www.tumblr.com/secretsofblackthornhall