Dive Brief:
- According to data from Adobe, the revenue per referral from Tumblr is higher than both Twitter and Pinterest and is cutting into Facebook's lead.
- On average, a referral from Tumblr is worth $1.10, up 340% from last year.
- Although each Tumblr visit is more valuable, Tumblr still drives less traffic than Pinterest, Twitter, and Facebook.
Dive Insight:
Tumblr's mega-growth in referral value should cause advertisers to take notice. Even with lower traffic rates, marketers will get more bang for their buck if they can draw in more visitors from Tumblr. Now that the value of Tumblr users has received an image boost, more marketers may spend some time there — and we could see traffic increase, as well. The increase in value of Tumblr and other social media sites could be pointing to a less dominating force from Facebook.
