The online platform that’s caused quite the stir is OnlyFans; a content sharing app that sits behind a paywall.
What began as an X-rated app has become a brand-new way for brands and influencers to share content, adding yet another interesting element to the influencer marketing industry – and one we probably didn’t see coming.
For this reason, it has become widely known for its ability to share explicit content, something that isn’t available amongst other social media platforms. However, the app’s sex-positive outlook has helped to diminish the stigma around sexual content, modernising the industry and the views around it.
So, with that in mind, let’s take a look at OnlyFans and its role within the influencer marketing industry.
What is OnlyFans?
Created in 2016, OnlyFans is an online app and social media platform, however the platform’s popularity skyrocketed during 2020’s Covid-19 lockdown, and is now valued at an impressive $1billion, with nearly 500,000 new users a day – impressive, right?
With so many visitors, brands are now looking to OnlyFans as a marketing tool, using it to connect more closely with fans and tapping into niche audiences to provide exclusive content whilst providing a brand-new wave of content creators – OnlyFans influencers.
On OnlyFans, creators can charge monthly subscriptions for the content they share, meaning OnlyFans influencers are able to have more control of what they share, who can see it, and allow it to benefit them directly.
As well as its more X-rated content, OnlyFans provides yet another platform for YouTubers and influencers to share content ranging from topics such as mental health and fitness in the form of photos, videos and livestreams.
Because of its wide scope of content and the ability to charge for it via its subscription-based model, it has become increasingly popular for influencers has provided another avenue for them to greatly increase their own popularity.
The difference between OnlyFans and other social media platforms
The main difference between OnlyFans and various other social media platforms, is that OnlyFans is subscription-based.
Whilst there is an option to access content for free on the platform, this is limited, and users must pay a subscription fee to access and interact with premium content – the key differentiator.
The range of content available to share is limitless, with fewer restrictions than platforms such as Instagram and TikTok. This is why OnlyFans sees much more explicit content on its app, in comparison to that of more mainstream influencer marketing platforms.
But, besides the type of content and its subscription-based element, OnlyFans adds yet another strig to the industry’s already impressive bow.
The benefits of using OnlyFans for influencers
As we’ve mentioned, OnlyFans has become a key marketing tool, particular within the realms of influencer marketing, which may seem surprising considering its main focus surrounds content of a more sexual nature.
For this reason, it’s a smart move to begin posting content on OnlyFans, and it has invited lots of influencers to do so – as long as it continues to promote authenticity.
With so much success on platforms like Instagram, progressing to OnlyFans enables the success to be translated into more direct earnings, and with more control.
Due to the nature of the privacy settings and built-in monetisation features, as well as the ability to target a specific audience, OnlyFans is the perfect tool for social media influencers and OnlyFans creators.
With little to no limitations, OnlyFans is the ideal social media platform for influencers seeking to expand their content and explore their creativity in ways that may not be available on other apps.
Whilst influencers do have their niche, many also have varying interests and therefore, may have a varying audience. By keeping each niche or interest somewhat separate, and on different platforms, influencers are able to widen their reach, which will in turn, aid their relationships with brands.
The benefits of using OnlyFans for brands
From the perspective of a brand, OnlyFans will only add yet another platform and avenue for them to explore.
OnlyFans provides brands with a brand-new way to reach their desired audience – an audience which they may not have been able to access to directly without it.
Similarly to the benefits for influencers, OnlyFans also provides brands with more control and potentially, more precise results of the success of a campaign.
Privacy settings
OnlyFans has redefined consumer engagement and has created a brand-new way for social media users to consume online content provided by influencers and OnlyFans creators.
Instagram, TikTok, and other platforms have strict guidelines on what can and can’t be posted to the site, meaning influencers may often be restricted on the types of content they can share.
OnlyFans is a much more open space in terms of restrictions – or lack thereof, alongside the ability to delete content from the app permanently, too.
This gives OnlyFans influencers more freedom with what content they can create and share with their followers, providing them with peace of mind when it comes to privacy.
Paywall and monetisation
A key, and probably the most dominating factor in what makes OnlyFans different to other social media platforms is the paywall, whereby the content shared has usually got a price tag attached to it.
Consumers can pay in the form of monthly subscription fees or one-off payments, and from this, OnlyFans takes a 20% cut, and the remaining goes to the content creator.
Therefore, a lot of influencers can reap the rewards of their content creation more directly with OnlyFans as they are able to receive payment from users that are able to access their content.
Recently, former Love Island star and popular social media influencer, Olivia Attwood brought out a documentary series, Olivia Attwood: Getting Filthy Rich, which explored both the ability to share explicit content online as well as focusing an episode on how OnlyFans influencers make their income.
Olivia met with OnlyFans creators who make a generous living from posting their content to the site, proving that the app can be a profitable money-maker, as well as it being extremely beneficial to both brands and influencers alike.
Diverse content
As we’ve previously mentioned, a large stereotype around what OnlyFans is used for is more explicit content. This is still the case, however there are still a large range of topics that circulate the platform. This means that any brand or influencer can share their content and benefit from the set-up of OnlyFans.
For sex positivity and promotion, an influencer that reflects this is former Love Islander, Megan Barton Hanson. She is an ambassador for Ann Summers and sex toy brand Lelo, and uses OnlyFans to embrace her sexuality and advocate for positive change around the views on the industry of sex.
However, other well-known social media influencers use OnlyFans but in a much different way. Whilst their content doesn’t fall under the more X-rated category, they instead, use the app to share educational content around the likes of mental health. Using OnlyFans to break the stigma surrounding mental health and to raise awareness for such an important topic, these OnlyFans influencers continue to demonstrate that the platform can be used by anyone and for anything.
The set-up of OnlyFans makes it an increasingly sought-after marketing tool for brands, and influencers are moving to the platform to share their content, whatever the topic – from health, fitness and fashion to music and entertainment.
If you’d like to promote your brand or would like to work on an OnlyFans influencer marketing campaign, we have access to a variety of OnlyFans influencers who can help increase brand awareness, generate sales and target a more direct audience.
Get in touch today by calling 0203 9580 427 or emailing contact@influencermatchmaker.co.uk and, as an OnlyFans marketing agency, we can help you set up your latest brand campaign.
