Marketing channel

Brands test OnlyFans as a marketing channel

Only fans, the London-based content subscription platform where creators can make money from ‘fans’ is ditching its ‘after dark’ association and increasingly attracting brands that are attracted by the site’s opportunity to reach a wide range of target consumer demographics. Known primarily for its association with adult video stars and sex workers such as escorts and webcam models, for which it has been criticized, the company has over 2 million content creators and 130 million people. ‘users. As the platform continues to grow its base, it seeks to shed its somewhat explicitly pornographic image to become a marketing channel on par with the platforms which also have over a hundred million users.

The site’s growth has been spurred by all the controversy surrounding it, especially as popular Millennial influencers like Bella thorne Look to the platform for increased engagement and a new way to monetize their large and passionate audience. Beyonce even dropped the name of the platform last year, leading to a massive surge in subscriptions for months after the release of its “Sauvage (Remix).“With the service, content creators can receive funding directly from their fans, either through a monthly subscription, through tips and with a unique pay-per-view feature. Given the range of options and the large audience base, it was only a matter of time before brands began to migrate, especially as the expectations of users and ‘fans alike. Regarding content continue to evolve from X-rated material to more behind-the-scenes and exclusive. access to offers.

Brands that have launched deals on Only Fans are having fun with it, taking a more ironic approach to content marketing than they perhaps would on other platforms. Brand of Sichuan chili sauce directly intended for consumers Fly by Jing, for example, was used on the platform to share ‘hot noodle’ videos, a noodle game and other ‘yummy’ footage, as well as the more standard fare of behind-the-scenes culinary content, questions- responses from business and cooking experiences. For every subscriber the brand earns on the site, they pledged to donate $ 1 to organizations supporting the rights of sex workers. Food brands in general seem to have the most fun on the platform, with Vices food-focused sub-brand Snacks also joining the site and charging his fans a monthly subscription of $ 4.99 for access to the videos as well as for collaborating with Carl jr & Hardee promote brands new hand-breaded chicken sandwiches. Sticky’s Finger Joint also had fun running a free account where any donations or tips given by fans are forwarded to the Backup opportunities for all restaurants (ROAR) New York-based hospitality fund.

It’s not all gravy and silliness, however. Celebrities Cardi B and Michael B. Jordan are both on the platform, and designer Rebecca Minkoff aired her New York Fashion Week show in fall 2021 on Only Fans. Users were able to go behind the scenes of the event, including chatting with the designer, for fees ranging from $ 5 to $ 25.

With brands, influencers and celebrities already flocking to social platforms like Club house Where Cameo, alongside old sites like Facebook, Instagram, Snapchat, Pinterest, Where TIC Tac, and increasingly making these new media ecosystems the centerpiece of their marketing efforts, it’s no surprise that Only Fans has found success as it expands its audience and reach.


This article originally appeared in the PSFK report, Driving Social Media Marketing Engagement