Why a Tumblr Landing Page Is Ideal for Brands Trying to Reach a Larger Audience

Why a Tumblr Landing Page Is Ideal for Brands Trying to Reach a Larger Audience

Last updated on by in Conversion Optimization, Landing Page Examples
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If you’re not familiar with Tumblr, the platform can seem intimidating at first, primarily filled with an abundance of memes, gifs, jokes, and other types of humorous content. But the truth is, this image-driven blogging platform can be an extremely useful marketing tool for your brand.

Since it’s launch in 2007, Tumblr has become one of the world’s 50 most popular websites, with over 550 million users and more than 280 million blogs.

With such a massive user base, understanding who they are and Tumblr’s advertising options give you the best chance to engage and persuade them to convert on your offer. To do that, you’ll need a Tumblr landing page.

What is a Tumblr landing page?

A Tumblr landing page is a standalone web page that uses persuasive elements like testimonials, benefit-oriented copy, and videos to convince its visitors to convert on an offer. Visitors land on the page after clicking a promotional link in Tumblr.

What you should know about Tumblr

Before we get into Tumblr advertising and how brands can utilize the platform with landing pages, let’s take a look at some key user statistics and demographics.

Tumblr statistics and user demographics

This picture shows marketers how Tumblr users spend the most time on all social media compared to other social media users.

Tumblr users encompass a wide variety of backgrounds and personalities who are often described as artistic, creative, and entertainment-focused. They are also typically interested in collaborating with others, seeing humorous posts, and forming friendships via online engagement (likes, dislikes, etc.).

Forbes describes the Tumblr generation as “young, bright and tech-savvy group of international users who seek what might seem counterintuitive: Genuine online connection bolstered, not hindered, by anonymity.”

If your target audience sounds anything like this, Tumblr may be another advertising platform worth looking into.

Tumblr advertising

With Tumblr being such an image-driven site, your brand should have visual content to share — photos, videos, gifs, etc. Once you have a good library of visual content to share, Tumblr offers many advantages to marketers:

Now that we’ve covered why brands should advertise on the platform let’s take a look at the various Tumblr advertising methods.

Sponsored Posts

Sponsored Posts are similar to normal Tumblr posts except they’re exposed to a wider audience across the platform, giving brands a huge head start on engagement. They’re also targetable by gender, location, and interest, which make it easier for the right person to see the post:

Previously, Tumblr required that a brand must have its own Tumblr blog to be able to run Sponsored Posts. March 2016 marked the end of that requirement and began allowing “Blogless” Sponsored Posts, meaning all brands can run Sponsored Posts in user feeds and dashboards. Plus, they’re also able to integrate a call-to-action into these ads that aren’t available in regular Tumblr posts.

Sponsored Posts can also be syndicated to Yahoo for added reach. The catch here is that the only engagement available is a click through to the Tumblr post’s permalink. Native engagements such as Like, Follow, and Reblog are not available through Yahoo.

Sponsored Video Posts

Sponsored Video Posts are very similar to regular Sponsored Posts regarding reach and targeting. The difference is that sponsored video posts contain video and provide additional analytics, allowing you to see stats on views, engagement, and looping. The videos in Sponsored Video Posts play automatically and loop continuously. Also, the video player pops out so that people can continue scrolling through their feed as they watch.

Sponsored Day

Tumblr’s Sponsored Day option gives brands an entire 24 hours to advertise their content across the platform. It pins the brand’s logo and tagline in a custom banner to the top of the dashboard and links to an exclusive tab in the Explore page (one of the most trafficked and engaging pages on Tumblr) that brands fill with whatever content they wish — their own Tumblr posts, reblogs, etc.

Each of the above methods can be great for growing brand awareness, but how can brands use the different methods to drive traffic, increase leads, and profit? Landing pages, of course.

How brands use Tumblr landing pages

Finally, let’s look at a few brands advertising on Tumblr and driving traffic with Tumblr landing pages.

Keep in mind, for shorter landing pages, we’ve shown the entire page. However, for longer pages, we only displayed above the fold. You may need to click through to each landing page to see some of the points we discuss. Also, some of the brands listed may be A/B testing their page with an alternate version than the one displayed below.

TurboTax

This is a Sponsored Post from TurboTax that, when clicked on, leads to the following landing page:

This picture shows marketers how TurboTax uses ads on Tumblr to generate traffic to its Tumblr landing page.

This picture shows marketers how TurboTax uses an optimized Tumblr landing page to convert visitors into customers.

What the landing page does well:

What could be changed and A/B tested:

Car.com

This is a Sponsored Post from Car.com, advertising their huge truck clearance event. The ad led to the landing page below:

This picture shows marketers how Car.com uses a Tumblr landing page from its Tumblr ads.

This picture shows marketers how Car.com uses an optimized Tumblr landing page to convert visitors into customers.

What the landing page does well:

What could be changed and A/B tested:

Discover

Discover’s Sponsored Post below was created to drive traffic to the company’s click-through page to promote their Discover it Card:

This picture shows marketers how Discover card uses ads on Tumblr to generate traffic to their Tumblr landing page.

This picture shows marketers how Discover card uses an optimized Tumblr landing page to convert visitors into customers.

What the landing page does well:

What could be changed and A/B tested:

Get started with Tumblr landing pages

With the right niche, content, and audience, Tumblr can be a very effective channel to advertise your brand. The platform can help to grow brand awareness, increase engagement, drive leads, and profit.

Inc. echoes this, stating, “If you’re not using Tumblr as part of your marketing efforts, you’re missing a very large boat.”

That may be true for your brand, but advertising on Tumblr is only half of the equation. Creating a Tumblr landing page is just as important to your marketing success because they’re specifically designed to convert traffic from your Tumblr posts.

Get started today creating your professional landing page with the most designer-friendly platform with 100% customization.

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