Users who subscribe to your Tumblr blog are known as followers. Most users will "follow back" pages that follow them, so building a strong following can be as easy as reading, commenting on and following other Tumblr blogs. Identifying users who might enjoy your music is perhaps the most difficult part of this task. One creative way to expand your followers beyond your band mates and friends is to check the Tumblr blogs of other similar bands or bands who influence your music. Once you have read the blogs, leave a friendly comment and follow them.
The primary use of Tumblr is to post text and links to images, music and videos. Blogging regularly and actively engaging your followers is the best way to build a strong, committed Tumblr following. Some posts should contain promotional information about your band, such as information about upcoming shows, links to download your album and marketing images. Be aware, though, that if every post seems to be trying to sell albums or merchandise, you might lose followers. Be creative by posting a video of a band that inspired you or blogging about a recent concert by a mainstream band.
In addition to posting links, Tumblr also hosts some types of media for users. Audio, images and videos can be uploaded by selecting the appropriate button in the post bar while you're posting to your blog. There are limits on the size and number of files that can be uploaded daily. This might restrict you to sharing only one song a day from your new album, or require that you upload your videos to YouTube.com and post them as links instead of hosting them on Tumblr.
Promoting your Tumblr page itself is important since you are putting effort into updating it and using it to promote your band and possibly sell music, merchandise and concert tickets. You can include your Tumblr address on printed posters and handbills, as well as linking to it from other social networking sites. It is important to link each Tumblr post on Facebook and Twitter, as well as on your band's website.