Visible Amsterdam: Join us Sep 3
Promptwatch Logo

Tumblr

On Tumblr, post authors can paste a URL in their post, and we'll "unfurl" that URL into a pretty Link "Block" for their post by making a request to the URL and parsing the response.
AutomatticTumblr
Preview

What is Tumblr?

Tumblr is Automattic's link preview bot. On Tumblr, post authors can paste a URL in their post, and we'll "unfurl" that URL into a pretty Link "Block" for their post by making a request to the URL and parsing the response.

Tumblr controls how your links look when they are shared. Rich previews drive clicks across social and messaging platforms, and clean preview metadata also helps AI systems parse your pages. Allowing it keeps your content looking polished wherever it appears.

Like any automated client, Tumblr consumes crawl budget and appears in your server and CDN logs. Reviewing those logs alongside your robots.txt rules helps you keep automated traffic deliberate and easy to reason about.

Want to see every AI bot hitting your site? Promptwatch turns your server and CDN logs into a live view of AI crawler and agent traffic, so you can watch ChatGPT, Claude, Perplexity, Gemini, and others crawl your pages and connect those visits to real citations and revenue. Learn more in AI crawler logs.

See every AI bot hitting your site

Promptwatch turns your server and CDN logs into a live view of AI crawler and agent traffic. Watch ChatGPT, Claude, Perplexity, Gemini, and more crawl your pages in real time, see exactly what they take, and connect every crawl to the citations and revenue it drives.

How to handle Tumblr

You will usually want Tumblr allowed so shared links render rich previews. Block it only if you do not want preview cards generated for your pages.

To control Tumblr, add a rule for its user agent to your robots.txt:

User-agent: Tumblr
Disallow: /

Automattic does not publish a robots.txt commitment for Tumblr, so confirm how it behaves by watching your access logs.

Examples

  • When a user shares a link, Tumblr fetches the page's Open Graph tags to build a rich preview card.
  • A team adds Open Graph and image metadata so Tumblr renders an attractive preview for shared URLs.

Related bots

Buffer Link Preview Bot

Helps Buffer users create better social media posts by generating rich previews when they share links

Preview

Chrome Privacy Preserving Prefetch Proxy

Chrome's Privacy Preserving Prefetch Proxy service that fetches /.well-known/traffic-advice to enable privacy-preserving prefetch hints.

Preview

Discord Bot

Discord's link preview bot that crawls URLs shared in Discord chats to generate rich previews.

Preview

FacebookExternalHit

Fetches content for shared links on Meta platforms to generate rich previews.

Preview

GitHub Camo

GitHub's image proxy service

Preview

Frequently asked questions about Tumblr

Learn about AI visibility monitoring and how Promptwatch helps your brand succeed in AI search.

Tumblr is operated by Automattic. It functions as Automattic's link preview bot.

Be the brand AI recommends

Monitor your brand's visibility across ChatGPT, Claude, Perplexity, and Gemini. Get actionable insights and create content that gets cited by AI search engines.

Promptwatch Dashboard