The social media platform added that it will allow creators to post content containing nudity but only if it is consistent with OnlyFans’ policies.

New direction

The move marks a new direction for the platform, which boomed in popularity during the pandemic, and now has around 130 million users. 

However Tim Hill, co-founder and CEO of social media analytics company Social, believes the ban on adult content removes OnlyFans’ differentiation and puts it directly in competition with platforms like Patreon, YouTube Partner Program, Facebook for Creators, and TikTok’s Creator Fund. 

“Although OnlyFans has a big user base, they’ll be starting from a low base in comparison to the other channels, given their lack of content diversity on the platform. For this reason, it will be a hell of a job for them to compete in any meaningful way,” Hill told Inside Retail. 

The move coincided with the announcement of OnlyFans’ new streaming platform and app OFTV, where creators can share video content on topics such as fitness, cooking, comedy and music. This free, original content will be created for fans to watch from their phones, tablets, and smart TVs.

And in recent weeks, the platform has been spruiking its fashion, beauty, health and fitness content, including that of Barbara Aleks, a 50-year-old personal stylist from Toronto who shares exclusive style tips and outfit ideas, and Hailey Ray K, a fashion influencer who shares clothing hauls, fashion advice and dos and don’ts.

Future for brands 

Superdry marketing manager Matthew Iozzi expects the move will see the platform open up to a larger audience, including brands, “in the hopes of providing opportunities for brands to secure yet another conversation channel with consumers” and that the platform could continue to benefit from lockdowns as brands seek to connect with consumers online. 

“OnlyFans offers brands the ability to host digital exclusive events for consumers from the safety of their own devices. Whilst this alters the traditional use of the platform, the ability to commercialise ‘exclusivity’ in a digital world that is built on ‘shareability’, is a unique selling proposition that OnlyFans can offer for many brands,” he said. 

“Whilst there are some benefits here for brands to capitalise on the existing audience of the platform, it would however be imprudent to forget the legacy of other platforms like Tumblr. Tumblr, which saw substantial losses in users after similar decisions in an attempt to commercialise for brand benefit, effectively became obsolete.”

Hill said a move towards brands over influencers could give OnlyFans a unique differentiation in the market.

“There might be an opportunity for OnlyFans to pursue brands as the other social channels are primarily targeting creators and influencers in their monetisation tools and strategies. The big question is: will everyday consumers be willing to pay to subscribe to brands (or many brands) in an aggregation environment like OnlyFans? And, is the value exchange sufficient, i.e. exclusive content?” he pondered. 

But Hill points to now-defunct social networking site Pheed which tried this nine years ago and failed. 

“While it wasn’t purely aimed at brands, it was attempting to connect young people to premium content makers via subscription and pay-per-view. Perhaps it was ahead of its time? Maybe in 2021, the time is right for OnlyFans to give it another go,” Hill said. 

“If OnlyFans’ pivot is to brands, they’ll undoubtedly need to rebrand in order to successfully appeal to all types of brands.”