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You need an active WordPress.com site or a self-hosted WordPress installation with administrator access. On WordPress.com, the current route is Dashboard → Tools → Import. On a self-hosted site, use Tools → Import, install the Tumblr importer if necessary, and authorize Tumblr.
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You do not have to export Tumblr before using the importer. The export is a separate safety copy; the API importer is the route that creates WordPress posts and media. Keeping both available gives you a recovery file and a working migration path.
What you need before importing
Prepare the destination before touching the source blog. WordPress importers are administrative tools, so an administrator account is required on the destination site. The official WordPress documentation describes the Tumblr option as importing “posts & media from Tumblr using their API.” See the WordPress Tools Import screen documentation and the WordPress importing guide.
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- An active WordPress.com site or self-hosted WordPress installation.
- Administrator access to WordPress.
- Access to the Tumblr account that owns the blog.
- Enough storage on WordPress for downloaded images, video, and other media.
- A current backup of the Tumblr blog, preferably downloaded to more than one safe location.
Before starting, confirm which Tumblr blog you intend to move if the account owns several. Decide whether the WordPress site is replacing Tumblr or will run alongside it for a while. Keeping the Tumblr blog available until you have checked the imported content gives you a recovery path. Do not delete the source blog immediately after the importer reports success.
If you are starting from nothing, set up the WordPress destination first, including its administrator account and available storage. You can choose WordPress hosting or start a WordPress.com site before importing; the importer cannot create the destination site for you. Also decide whether imported posts should be public immediately or reviewed as drafts, and make sure the site has a theme whose content area can display the kinds of text and media your Tumblr blog uses.
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Back up Tumblr before you connect it to WordPress
Tumblr provides a separate web export function. It is an archive and recovery copy, not a substitute for the WordPress-specific API importer. Tumblr says exports are started from account settings on the web, not from the Tumblr apps. Each blog must be exported separately. Follow Tumblr’s current instructions in Export Your Blog.
- Sign in to Tumblr on the web.
- Open your account settings and select the blog you want to preserve.
- Scroll to Export.
- Click Export [blog name].
- Wait while Tumblr prepares the archive.
- When Download backup appears, download the ZIP immediately and store it somewhere separate from your computer.
Tumblr retains a prepared backup for three days and allows four exports per blog per month. Those limits make prompt downloading important. If you manage several Tumblr blogs, repeat the process for each one rather than assuming one account export covers every blog.
The export is optional for the mechanics of an API import, but it is strongly recommended before you alter, redirect, or remove the Tumblr blog. Keep one copy on your computer and another in a separate safe location. The ZIP gives you a record to consult when a post, comment, image, or hidden item is not represented as expected in WordPress.
What the Tumblr ZIP contains
| Archive item | What it may contain |
|---|---|
| Posts folder | An HTML file for each post, including reblogs, drafts, private posts, flagged posts, and other hidden posts. |
| Media folder | Uploaded images, videos, and other media, including formats such as JPG, GIF, PNG, and MP4. |
| CSV file | Comments associated with the blog. |
| HTML files for conversations and posts | Representations of messaging conversations and posts included in the export. |
| Liked posts | Not included, according to Tumblr. |
The ZIP is useful for searching, preserving material that the API import may not handle as expected, and recovering files later. Do not expect WordPress to ingest every folder in that ZIP automatically. Use the official importer for the migration itself, and keep the ZIP as your independent archive.
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Self-hosted WordPress procedure
The normal self-hosted workflow is in Tools → Import. WordPress’s developer documentation says the platform includes an import tool designed specifically for Tumblr content.
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- Sign in to WordPress with an administrator account.
- Open Tools → Import.
- Find Tumblr. If it is not installed, click Install Now.
- After installation, click Run Importer.
- Follow the importer’s instructions to create or identify a Tumblr application.
- Copy the Tumblr application’s OAuth Consumer Key and Secret Key into the WordPress importer.
- Click Connect to Tumblr and approve the authorization request on Tumblr.
- Start the import and leave the browser session and WordPress site available until the importer finishes.
The OAuth keys are connection credentials for the Tumblr application. Copy them exactly, including capitalization, and do not publish them in an article, screenshot, support forum, or public code repository. If Tumblr rejects the connection, return to the application settings and verify the key and secret before trying again.
The importer uses Tumblr’s API to request posts and media. It is therefore the documented route for creating WordPress content from a Tumblr blog, while the ZIP export remains an archive. If the importer presents a blog-selection screen, choose the exact blog you backed up; an account with multiple blogs should be handled one blog at a time.
WordPress.com procedure
WordPress.com uses a slightly different dashboard presentation. The WordPress.com support instructions, reviewed August 12, 2026, use this path:
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- Choose Tools → Import.
- If Tumblr is not shown, choose Choose from full list.
- Select Tumblr, then install and run the importer.
- Click Connect to Tumblr to begin.
- Approve the connection on Tumblr and follow the remaining importer prompts.
The approval handoff can mean you do not manually paste OAuth credentials in the WordPress.com screen. Use the connection method that the dashboard presents rather than trying to force the self-hosted sequence into WordPress.com. Stay signed in to the Tumblr account that owns the selected blog so the approval is granted to the intended source.
What moves to WordPress—and what does not
The documented import scope is Tumblr posts and media. That does not mean every Tumblr feature has identical behavior after migration. Official documentation does not publish a complete compatibility matrix for every post type, private item, video, reblog, or externally hosted image, so inspect the imported site instead of assuming perfect one-to-one conversion.
| Item | Expected treatment | What you should do |
|---|---|---|
| Posts | Imported through the Tumblr API. | Check titles, body text, dates, visibility, authors, formatting, and post counts. |
| Uploaded media | Included in the documented posts-and-media import scope. | Open representative images, videos, galleries, and older posts to confirm files load. |
| Dates and links | May be represented in imported content, but the result should be verified. | Compare old and new URLs and test links inside several posts. |
| Reblog structure | Not covered by a complete official compatibility matrix. | Review reblogs individually, especially posts containing nested quotations or external media. |
| Private, draft, flagged, or hidden Tumblr material | The ZIP export can contain these categories; API-import behavior for each is not fully specified. | Decide what belongs on the public WordPress site before publishing imported items. |
| Externally hosted images and embeds | Handling can vary by source and post. | Look for broken images, missing embeds, and references that still point to Tumblr. |
| Tumblr theme | Not transferred. | Choose and configure a WordPress theme separately. |
| Plugins and widgets | Not transferred. | Recreate required functions with WordPress settings or appropriate plugins. |
| Navigation and overall design | Not transferred. | Rebuild menus, sidebars, headers, footers, and page layouts in WordPress. |
Learn WordPress makes the boundary explicit: transferring content to a new website does not include its design, themes, or plugins. Its explanation is available in Tools: Import and Export. Treat this as a content migration, not a theme clone.
Plan presentation work separately from the import. Select a WordPress theme, recreate the navigation and widgets visitors rely on, and check whether embeds still display in the new layout. A successful content import can still require substantial editing when a Tumblr post depended on a custom theme, Tumblr-specific markup, or a remote media host.
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Review the imported site before publishing it widely
An importer can complete without producing a site that is ready for readers. Use a systematic audit while the Tumblr blog and its ZIP remain available.
Check counts and visibility
- Compare the number of visible Tumblr posts with the number of WordPress posts.
- Open a sample from each year or major period of the blog, not just the newest entries.
- Check whether drafts, private posts, or flagged material arrived and whether their WordPress visibility is appropriate.
- Confirm that the intended author is assigned to each imported post.
- Verify publication dates and scheduled or future content before making the site public.
Check media and formatting
- Open image-heavy, video-heavy, text-only, and mixed-media posts.
- Test original-size images, captions, galleries, GIFs, and MP4 files.
- Look for missing files, broken thumbnails, empty embeds, and media that still loads from a Tumblr URL.
- Inspect headings, lists, block quotes, line breaks, code, and unusual Tumblr formatting on both desktop and mobile layouts.
Check links and presentation
- Follow links within older posts, reblogs, and navigation elements.
- Replace or rebuild Tumblr navigation, widgets, profile elements, and custom pages in WordPress.
- Choose a WordPress theme and verify that imported content remains readable at the theme’s content width.
- Review menus, categories, tags, sidebars, headers, footers, and the homepage arrangement.
Keep a written list of exceptions while reviewing. If you rerun an importer or manually add missing items, record what was changed so you can identify duplicates and omissions.
Review a representative sample rather than only the first few posts: include the oldest material, posts with unusual formats, heavily linked entries, reblogs, and media-rich entries. This catches conversion problems that a newest-post check can miss. Before announcing the new address, verify that your intended public/private decisions, author names, dates, and links are correct.
Common problems and practical fixes
Tumblr is missing from Tools → Import
On WordPress.com, select Choose from full list; Tumblr may not appear in the shorter initial list. On self-hosted WordPress, install the importer from the Tumblr row and then choose Run Importer. If you lack administrator privileges, ask the site owner to perform the installation.
The Tumblr authorization fails
For a self-hosted site, recheck the OAuth Consumer Key and Secret Key copied from the Tumblr application. Start a fresh connection from the importer and approve the request while signed in to the correct Tumblr account. On WordPress.com, use the dashboard’s Connect to Tumblr to begin handoff and approve the request there.
The importer finishes but some content is absent
Do not assume that a successful completion means every Tumblr format was converted. Compare post counts, inspect older and unusual posts, and consult the ZIP archive for the missing material. The official sources do not guarantee identical treatment for every private post, video, reblog, or externally hosted image. Preserve the original files and recreate genuinely missing content manually when necessary.
Images or embeds are broken
Open the affected WordPress post in the editor and inspect the media URL or embed block. Confirm that the file exists in the WordPress Media Library and that the source service still permits embedding. For a large number of failures, work through posts by date or media type and use the Tumblr ZIP as a reference rather than deleting the source material.
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You see duplicates after trying again
Pause before running another import. Compare titles, dates, authors, and source URLs to determine whether WordPress created duplicate posts or whether the first run was incomplete. Take a database or hosting backup, document the affected posts, and remove or consolidate duplicates only after preserving the original content.
You cannot download a Tumblr backup
Exports are created on Tumblr’s web interface, not in the apps, and Tumblr retains a prepared backup for three days. If the download window expires, start another export, remembering the limit of four exports per blog per month. Download each blog’s archive separately.
The source blog has several types of hidden content
The Tumblr ZIP may include drafts, private, flagged, and other hidden posts, but the API importer’s handling of each category is not fully specified. Use the archive to identify anything that did not arrive, and decide deliberately whether such material should be recreated, kept private, or excluded from the public WordPress site.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.API import or Tumblr ZIP: which route should you use?
These are complementary routes rather than competing import buttons. The API importer is the WordPress migration path; the ZIP is the independent backup and reference copy.
| Decision factor | Official WordPress importer | Tumblr ZIP export |
|---|---|---|
| Primary purpose | Create WordPress posts and media from Tumblr through the API. | Preserve a downloadable archive of Tumblr content. |
| Convenience | Connect the account, authorize it, and let WordPress create content. | Request an archive, wait for processing, then download and handle the files yourself. |
| Authentication | OAuth application credentials on self-hosted WordPress; an approval handoff on WordPress.com. | Tumblr account access on the web. |
| Content scope | Documented posts and media import. | Posts, media, comments CSV, conversation and post HTML, and categories of hidden content; liked posts are excluded. |
| Theme and plugins | Not transferred. | Not a WordPress theme migration and does not transfer them. |
| Recovery | Depends on the source blog and the resulting WordPress site. | Download promptly because Tumblr retains prepared exports for three days and limits exports to four per blog per month. |
The strongest workflow is to download the ZIP first, then run the official importer. That gives you the convenience of an API migration and a separate recovery copy if the imported result needs repair. Neither route automatically reproduces the Tumblr theme, plugins, widgets, or overall design, so budget time for WordPress presentation work regardless of which route you choose.
When is the migration complete?
Consider the move complete only after the WordPress site has a chosen theme, rebuilt navigation, checked media, verified links, reviewed visibility, and a stored Tumblr ZIP. Leave the Tumblr source available while you perform those checks. The importer solves the transfer of core content; the editorial and design work that makes the new site coherent still happens in WordPress.
For the documented procedure, use the WordPress importing guide, the Tools Import screen documentation, the WordPress.com Tumblr import instructions, and Tumblr’s blog export instructions.
Frequently Asked Questions
Do I need to export Tumblr before importing it into WordPress?
No. The WordPress Tumblr importer uses Tumblr’s API to bring in posts and media. Exporting is a separate, recommended backup step so you have a ZIP archive if content needs recovery or comparison.
Can I move Tumblr posts and images to WordPress?
Posts and media are the documented scope of the official importer. Check representative images, videos, galleries, GIFs, and older posts afterward because handling can vary by post and media source.
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No. Content transfer does not include the Tumblr design, theme, plugins, widgets, navigation, or overall layout. Choose a WordPress theme and rebuild those elements separately.
Why is Tumblr missing from WordPress.com’s Import screen?
Open Dashboard → Tools → Import and select Choose from full list. Tumblr may not appear in the shorter initial list; select it, install and run the importer, then choose Connect to Tumblr to begin.
What credentials does a self-hosted WordPress import need?
You need WordPress administrator access, access to the Tumblr account, and a Tumblr application’s OAuth Consumer Key and Secret Key. Enter the keys in the importer and approve the connection on Tumblr.
How long is a Tumblr export available to download?
Tumblr says a prepared backup is retained for three days. Download it promptly, and remember that each blog is exported separately and each blog is limited to four exports per month.
Are Tumblr likes included in the ZIP backup?
No. Tumblr explicitly excludes liked posts from the blog export.
What should I do if the importer creates duplicates?
Pause before rerunning it. Compare titles, dates, authors, and source URLs, make a database or hosting backup, document the affected posts, and remove or consolidate duplicates only after preserving the original content.
Does a successful import guarantee every Tumblr post type transferred?
No. Official documentation does not provide a complete compatibility matrix for every private item, video, reblog, or externally hosted image. Compare counts, inspect unusual posts, and use the ZIP to identify omissions.
The Bottom Line
Download Tumblr’s ZIP backup first, then use WordPress’s official Tumblr importer from Tools → Import. Authenticate with Tumblr OAuth credentials on self-hosted WordPress or the approval handoff on WordPress.com. Afterward, audit posts, media, dates, links, and visibility, and rebuild the theme, navigation, widgets, and plugins separately. Keep the Tumblr blog and ZIP until the WordPress version is verified.
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