Tumblr's popularity has made it one of the 50 most popular web properties, according to comScore.

A report from eMarketer suggests that Tumblr may be a strong addition to small business social media marketing campaigns. The site’s highly visual and interactive format allows SMBs to create different kinds of content to share with their customers and existing prospects.

EMarketer highlighted a study of social networks from comScore that found Tumblr maintained the second-highest average time spent on site of any popular social network in February. With the average user spending 89 minutes on the site, Tumblr tied Pinterest in second place. Facebook’s 405 minutes per user was by far the leader.

Moreover, Tumblr’s unique visitors have increased steadily since the end of 2010, according to data from comScore. In late 2011, there were 15.9 million unique visitors accessing the website, and it’s likely that growth has continued.

Using Tumblr to share information and images can help SMBs keep their prospects and existing customers engaged. Similarly, eMarketer cited a study from Awareness, which found 30 percent of businesses using social media marketing plan to increase their use of Tumblr moving forward.

ContentLEAD recently reported that SMBs with a focus on teens and young adults should be especially active on Tumblr as a majority of the site’s user base consists of younger more web-connected audiences.