Tumblr Introduces 'Tumblr Blaze' To Let Creators Promote Their Posts

Tumblr introduced a new feature in Tumblr Blaze. The feature lets U.S.-based creators who are over 18 pay to promote their posts as sponsored to a larger audience. Creators can choose from packages ranging from $10 and $150 in exchange for an estimated 20,000 to 150,000 impressions. Sponsored posts will appear to users across their dashboards and run until the number of impressions is reached.

Tumblr follows many other social media platforms that allow users to get in front of larger audiences through a simple, easy-to-use promotion feature. For example, last summer, TikTok launched a similar feature in Promote, where creators can turn their organic videos into ads directly from the TikTok app. However, unlike Promote or Instagram's Boost Post features, there isn't the ability for creators to target specific audiences, which is often one of the most significant benefits for paid media.

Fortunately, Tumblr's stripped-down boost feature doesn't appear to be a problem, as a lot of creators have already taken advantage of it. This is good news for the platform, which has made several attempts to monetize the platform further. Since the summer, it launched a pair of creator monetization tools in Post+ and Tumblr Tips and an ad-free viewing experience subscription in Ad-Free Browsing.

Despite these updates, downloads for the app have been on the decline. In order to reverse this trend, it is likely the best course of action to offer more experiences that appeal to creators.