Microblogging and curation platform Tumblr reached its 10 billionth post today, marking another milestone for the hip and ever-growing service.

The service currently hosts over 28 million blogs, which are used to publish tens of millions of posts each day. The site’s total posts hit 10 billion earlier today, according to the company’s “about” page.

Light blogging services really started taking off last year, with Tumblr leading other players like Posterous, Soup.io and Noovo. The craze has caught on with traditional media outlets like NPR, The New Yorker, Rolling Stone and a host of others, who have set up blogs on Tumblr as a way to help grow their audiences, engage readers and drive traffic back to their original content.

Earlier this year, Tumblr even surpassed WordPress in terms of pageviews and money, although it still has fewer total bloggers and visitors.

The New York-based startup has raised $40 million in funding since being founded in 2007. The service is estimated to receive about 3 billion pageviews per month.