Brands Testing Out OnlyFans As A Marketing Channel

OnlyFans, the London-based content material subscription platform the place creators can earn cash from “Fans,” is shedding its “after darkish” affiliation and more and more luring in manufacturers who’re attracted by the chance the positioning represents to succeed in a variety of goal shopper demographics. Known primarily for its affiliation with grownup video stars and intercourse staff corresponding to escorts and webcam fashions, which it has come below fireplace for, the corporate boasts over 2 million content material creators and 130 million customers. As the platform continues to develop its base, it’s seeking to shed its considerably explicitly pornographic picture to grow to be a advertising channel on par with platforms that additionally boast consumer audiences of 100 million-plus. The website’s progress has been boosted by all of the controversy surrounding it, particularly as well-liked millennial influencers like Bella Thorne flip to the platform for elevated engagement and a brand new technique to monetize their sizable and passionate audiences. Beyoncé even name-dropped the platform final 12 months, main to an enormous uptick in subscription numbers for months after the discharge of her “Savage (Remix).” Through the service, content material creators can obtain funding straight from their followers both via a month-to-month subscription, via ideas, and with a pay-per-view, one-off function. Given the array of choices and deep viewers base, it was solely a matter of time earlier than manufacturers started migrating over, particularly as consumer and “fan” expectations round content material proceed to evolve from X-rated materials to extra behind-the-scenes and unique entry choices. The manufacturers which have launched choices on Only Fans are having enjoyable with it, taking a extra tongue-in-cheek strategy to content material advertising than they maybe would on different platforms. Direct-to-consumer Sichuan chili sauce model Fly By Jing, for instance, has been used the platform to share movies of “sizzling noods,” a  play on noodles, and different “saucy” footage, in addition to the extra commonplace fare of behind-the-scenes meals content material, firm Q&A’s and cooking experiments. For each subscriber the model positive aspects on the positioning, they’ve pledged to donate $1 to organizations supporting intercourse employee rights. Food manufacturers typically appear to be having probably the most enjoyable on the platform, with VICE’s food-focused sub model Munchies additionally becoming a member of the positioning and charging its followers a month-to-month subscription of $4.99 for entry to vidoes in addition to collaborating with Carl’s Jr & Hardee’s to advertise the manufacturers’ new hand-breaded rooster sandwiches. Sticky’s Finger Joint additionally obtained in on the enjoyable, working a free account the place any donations or ideas given by followers are handed alongside to the Relief Opportunities for All Restaurants (ROAR) hospitality fund primarily based out of New York. It’s not all sauce and silliness, nonetheless. Celebrities Cardi B and Michael B. Jordan are each on the platform, and designer Rebecca Minkoff streamed her New York Fashion week fall 2021 runway present on Only Fans. Users had been capable of get behind-the-scenes entry throughout the occasion together with chatting with the designer, for charges that ranged between $5 and $25. With manufacturers, influencers, and celebrities already flocking to social platforms like Clubhouse or Cameo, alongside legacy websites like Facebook, Instagram, Snapchat, Pinterest, or TikTok, and more and more making these new media ecosystems the centerpiece of their advertising efforts, it’s no shock that Only Fans is discovering success because it expands its viewers and attain. +++ This article initially appeared in PSFK’s report, Driving Social Media Marketing Engagement

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