Since upgrading for timeline and launching with open graph in April, Tumblr has seen its referral traffic from Facebook rise by more than 2.5 times.
The blogging platform allows users to add content including images, videos, links, and audio to short-form blog posts.
In a post on its developer blog, Facebook noted Tumblr’s use of open graph action verbs posted, reblogged, liked, and replied, and its aggregations of most recent post, likes, recent likes, recent posts, and recent reblogs. The blog post continued:
Tumblr associates a photo with each post published to timeline and news feed, creating more attractive stories for friends.
Tumblr uses the message property for personal messages on the post, reblog, and reply actions to show more relevant content to friends.
Tumblr provides clear messaging about what activity is posted to timeline and simple controls to help users determine what is shared on Facebook.