Digital Digest with OnlyFans

1. ONLYFAN
S
MKM 915 – DIGITAL MARKETING
DIGITAL DIGEST ASSIGNMENT #1
DUE ON: SEPTEMBER 22ND, 2021
BY:
SHAZA RIFAI #141497214
SRIFAI@MYSENECA.CA
SUBMITTED TO:
PROFESSOR CHRISTOPHER BRIGGS
SCHOOL OF MARKETING
SENECA COLLEGE

2. o Onlyfans is an internet content subscription service
o Monthly subscription fees range anywhere between $4.99
and $49.99
o Onlyfans has 130 million users and 2 million content
creators
o Content creators receive monthly basis funding from their fans as well as tips and a pay-
per-view feature
o Those who post content can earn money from people who subscribe to their
content -> “The Fans”

3. ONLYFANS
• ONLYFANS WAS FOUNDED IN NOVEMBER
2016, IN LONDON, ENGLAND
• ONLYFANS IS MAINLY USED BY
PORNOGRAPHIC CREATORS, BUT CONTENT
CREATORS ALSO CONTAIN CHEFS, FITNESS
TRAINERS AND MUSICIANS
• “A GROWING LIST OF CELEBRITIES, CARDI B
AND BHAD BHABIE AMONG THEM,
CAPITALIZED ON ONLYFANS, SELLING
CONTENT THAT, WHILE NOT NSFW, WASN’T
AVAILABLE ELSEWHERE (ESPINOZA, 2021).”

4. ONLYFANS INCOME
• IT IS ESTIMATED THAT AN INDIVIDUAL WITH
500,000 SOCIAL MEDIA FOLLOWERS CAN
GENERATE MONTHLY INCOME BETWEEN $25,000
AND $1.2 MILLION FROM SUBSCRIPTIONS ALONE,
DEPENDING ON HOW MUCH THE COMPANY TAKES
FROM THE 20 PERCENT FEE CHARGE CUT OF ALL
REVENUE EARNED (JARVEY, 2020).
• CELEBRITIES SUCH AS BELLA THORNE STRIKED A

5. ONLYFANS SECURITY
THERE ARE MUCH MORE BENEFITS TO CREATING ON
ONLYFANS THAN JUST THE MONEY.
“CREATORS ON THE SERVICE SAY THEY’RE MORE IN
CONTROL OF THEIR CONTENT ON THE PLATFORM
BECAUSE THEY CAN SEND CUSTOMIZED MESSAGES TO
FOLLOWERS AND CHOOSE WHO GETS ACCESS TO PAY-
PER-VIEW CONTENT. ONLYFANS ALSO FEELS SAFER
THAN OTHER CORNERS OF THE INTERNET BECAUSE
USERS HAVE TO PAY TO OPT IN TO VIEWING POSTS
AND COMMENTS ARE HIDDEN FROM PUBLIC VIEW,
WHICH DISSUADES TROLLING (JARVEY, 2021).”

6. ONLYFANS AND
COVID-19
IN THE BEGINNING OF THE COVID-19 PANDEMIC,
THE NUMBER OF ONLYFANS CONTENT CREATORS
INCREASED BY 40%, AND THE AMOUNT OF USERS
ON THE WEBSITE WENT FROM 7.5 MILLION TO 85
MILLION
40% increase
7.5 million to 85 million

7. ONLYFANS AND COVID-19
• “ONLYFANS INITIALLY RECEIVED MAINSTREAM
ATTENTION AFTER SEX WORKERS BEGAN USING THE
SITE DURING THE COVID LOCKDOWNS OF SPRING AND
SUMMER 2020 (ESPINOZA, 2021).”
• SINCE CLUBS AND VENUES CLOSED DOWN AT THE
BEGINNING OF THE PANDEMIC, THE PLATFORM
RECEIVED A LARGE INCREASE IN USERS
• ““I REALIZED I NEEDED TO DIVERSIFY MY INCOME BY
MAKING MY OWN CONTENT,” SCARLET BLOOM, AN
ADULT ENTERTAINER, TOLD THE LA TIMES. FOR HER,
SHE SAW ONLYFANS AS A RELIABLE NEW BUSINESS
MODEL TO LEVERAGE (ESPINOZA, 2021).”

8. • CONSUMERS IN THE DIGITAL MARKETING WORLD
EXPECT A PERSONALIZED EXPERIENCE, WHICH
ONLYFANS OFFERS
• CONSUMERS CAN TALK TO AND CONNECT WITH
THE CREATORS ON THIS PLATFORM. “DIGITAL
MARKETING EXECUTIVE JOANNA CARTER
IDENTIFIES PERSONALIZATION AS ONE OF THE
TOP TRENDS MARKETERS NEED TO INCORPORATE
(WOJNER, 2021).”
• CREATORS CAN ADJUST TO CONSUMER
BEHAVIOUR BY KNOWING THEIR AUDIENCE AND
CONSUMER BEHAVIOUR

9. OnlyFans affects corporate marketing activities as brands are using
OnlyFans as a marketing channel
For example, the chicken chain in new York “Sticky’s finger joint”
launched their own OnlyFans accounts to promote visual content of
their food and menu items as well as live takeovers from comedians,
influencers and bartenders
“The app is currently valued at $1 billion and attracting nearly 500,000
new users a day, according to Influencer Marketing Hub’s recent report.
With this surge in popularity, brands are testing it out as a way to
connect with mega-fans (Barkho, 2021).”
Instead of spending thousands on advertising, OnlyFans is a way for
organizations to get paid for marketing activities
IMPORTANCE TO
MARKETING

10. • THE COMPANY “FLY BY JING” LAUNCHED AN
ONLYFANS ACCOUNT, TO “CREATE AND
FOSTER A PERSONALIZED COMMUNITY
(BARKHO, 2021).”
• THE FOUNDER EXPLAINED THAT THIS IS A
WAY TO GIVE FLY BY JING’S BIGGEST FANS A
CHANCE TO CONNECT WITH THE SAUCE
BRANDS
• FURTHER, FASHION BRAND ”REBECCA
MINKOFF” STREAMED ITS FALL 2021
RUNAWAY SHOW ON THE WEBSITE. FOR A FEE,
USERS GOT TO SEE BEHIND THE SCENES AND
CHAT WITH THE DESIGNER HERSELF
• COMPANIES LEVERAGE ONLYFANS BY USING
IMPORTANCE TO
MARKETING

11. • VICE IS THE FIRST MAJOR
MEDIA PUBLISHER TO JOIN
ONLYFANS
• THEY LAUNCHED A CHANNEL
AND CHARGE A MONTHLY FEE
OF $4.99 FOR FANS TO
ACCESS EXCLUSIVE VIDEOS
• THIS INCLUDES UP-CLOSE
SHOTS OF FOOD BEING MADE
• THE COMPANY HAS SEEN
SIGNIFICANT GROWTH
BRAND CAMPAIGN

12. • CARL’S JR & HARDEE’S USED
ONLYFANS TO PROMOTE
THEIR NEW BREADED
CHICKEN SANDWICHES
• THEIR ONLYFANS ACCOUNT
INCLUDES “SALICIOUS
CONTENT” OF THEIR NEW
FOOD ITEMS
BRAND
CAMPAIGN

13. REFERENCES
1. ESPINOZA, JOSHUA. “ONLYFANS EXPLAINED: WHAT YOU NEED TO KNOW ABOUT THE NSFW
SITE.” COMPLEX, COMPLEX, 20 SEPT. 2021, WWW.COMPLEX.COM/LIFE/WHAT-IS-ONLYFANS-
EXPLAINER.
2. JARVEY, NATALIE. “HOW ONLYFANS HAS BECOME HOLLYWOOD'S RISQUE PANDEMIC SIDE
HUSTLE.” THE HOLLYWOOD REPORTER, THE HOLLYWOOD REPORTER, 12 DEC. 2020,
WWW.HOLLYWOODREPORTER.COM/BUSINESS/DIGITAL/HOW-ONLYFANS-HAS-BECOME-
HOLLYWOODS-RISQUE-PANDEMIC-SIDE-HUSTLE-4101534/.
3. YPULSE INC. - YOUTH RESEARCH AND INSIGHTS. “5 BRANDS WHO ARE ON
ONLYFANS.” YPULSE, 17 JUNE 2021, WWW.YPULSE.COM/ARTICLE/2021/06/17/5-BRANDS-
WHO-ARE-ON-ONLYFANS/.
4. BARKHO, GABRIELA. “BRANDS ARE TESTING OUT ONLYFANS AS A MARKETING
CHANNEL.” MODERN RETAIL, 27 APR. 2021,
WWW.MODERNRETAIL.CO/PLATFORMS/REACHING-HARDCORE-FANS-BRANDS-ARE-TESTING-
OUT-ONLYFANS-AS-A-MARKETING-CHANNEL/.
5. WOJNER, SHAUNA. “HOW DIGITAL MARKETING AFFECTS CONSUMER BEHAVIOR?” CTRIFY.COM,
WWW.CTRIFY.COM/ONLINE-MARKETING/HOW-DIGITAL-MARKETING-AFFECTS-CONSUMER-