Tumblr’s Revenue Per Visit Jumps 340% Year-Over-Year

Revenue Per Visit - Adobe report
Revenue per visit Q4 2013 [Adobe report]
Visits from Facebook still provide the highest return, but Tumblr just rose to the #2 slot in terms of revenue per visit, with a 340% increase from last year.  A new study from Adobe reveals a record-setting fourth quarter 0f 2013 in terms of revenue from social media visitors, and Tumblr’s growth rate was the highest among all social media networks.

“Tumblr is the dark horse of high-quality traffic,” Tamara Gaffney, principal analyst for the Adobe Digital Index, told AdWeek. While last year Tumblr was at the bottom of the heap, now visits from Tumblr are worth more than referrals from Twitter and Pinterest.

The actual numbers:

  • a visit from Facebook is worth $1.22
  • from Tumblr, $1.10
  • from Pinterest, $0.93
  • from Twitter, $0.83

Another important takeaway from the report: Facebook’s share of referral visits is dropping (15% year-over-year) while shares are rising for Twitter (referred visits up 125% year-over-year) and Pinterest (up 89%). In terms of overall referral traffic numbers, Tumblr is well behind the other three.

In addition, while revenue per visit has risen impressively for Tumblr, recent reports indicate traffic for the social network has been dwindling since Yahoo acquired the platform back in May 2013.

Where does that leave marketers? Tumblr’s revenue per visit has reached an impressive high, but traffic and referrals on the platform are not seeing significant growth.  Is your brand working to engage consumers on Tumblr?

  • Tumblr works great. I hadn’t relly thought much about it, spending most of my time on my own site, but watching referral stats to decide which auxiliary platform is doing well has proven to be a great idea for me.

    I like the site’s simplicity, and the sheer amount of people that are involved there. I have heard stories about people abandoning their own sites in favor of concentrating solely on a third party site, but I don’t really think that’s a good idea for a business of any kind. But useful for sharing content and bringing visitors to my main site, that idea I really like.

    • so are you saying you are seeing a lot of referral traffic from your Tumblr? What kinds of content do you post there?

      • Getting there, it takes a while to make sure my results are not just flash in the pan. I post updates like I do on my regular site for the most part.