Business information written specifically for newspaper advertising departments

Using Tumblr for Promotion

Tumblr can be a powerful tool for newspapers to sell to local advertisers to help create microsites or “landing pages” for those who either dislike or don’t even have their own websites.

Tumblr, an up-and-coming social media network, has made its mark on the business world. There are a couple of industries that have really taken a liking to Tumblr, like fashion, art and photography — but recently, media companies and news companies have shifted into using Tumblr. Newsweek, Los Angeles Times, Rolling Stone Magazine and Huffington Post use Tumblr as a teaser microsite to shift traffic to their main websites. Among other benefits, this is the easiest use of Tumblr. Tumblr can be a powerful tool for newspapers to sell to local advertisers to help create microsites or “landing pages” for those who either dislike or don’t even have their own websites. Tumblr can be used to post content relevant to a company’s merchandise or be used to showcase coupons, deals or other beneficial content for your customer base.

Depending on the business, the easy-to-use Tumblr can be an influential publishing platform. Tumblr can be used through a smartphone app or through the web; Tumblr users can rapidly post text, videos, audio clips, quotations, photos or reblog content from other users. In a CNN Money interview, Mark Coatney, former Newsweek editor who now works for Tumblr, said “I don't think we want to limit ourselves and say we're primarily a news delivery platform because one of the things I've enjoyed most about Tumblr is that there's no one right way to use it.”

An upside to Tumblr is that its customization is easy. Most themes are free, though there are also dozens of premium themes for $50 or less — many themes are very appropriate for business use. Though if you have access to someone who has knowledge of HTML and CSS, then you can have a completely unique site. Using Tumblr for business is a great opportunity to expose your brand and keep your customers connected.

Coatney also gave a breakdown of Tumblr’s demographic: 56 percent of Tumblr’s 25.2 million monthly visitors are 34 or younger and 52 percent are male. Tumblr tends to be more visually oriented, but even if your business isn’t quite image-oriented, you can use Tumblr to publish relevant content in order to increase brand awareness and loyalty. A huge part of why Tumblr is a great platform for promotion is because of how fast the network is growing. Tumblr isn’t just a blog site; it’s also a community, a social media network that has become the 10th largest network since its launch.

According to ComScore, an analytics company that measures the digital world, Tumblr has increased by 218 percent between July 2010-11 and scores 13.4 million U.S. visitors. Significantly, Tumblr also actively engages its users. Second only to Facebook, Tumblr users spend the most time on the site per month. If your clients’ products or service is at all pertinent to Tumblr’s demographic and the content is appropriate, it will be beneficial. Brand after brand has turned to social marketing, and using Tumblr for digital promotion is easy and advantageous.

A closer look at Tumblr’s demographics. (Graphs courtesy of ComScore.com)