OnlyFans Is for Every Fan

Welcome to The Afro Pivot Point

Showing You What’s Art and What’s Not in African Tech

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Before we get to today’s banger, some great news!

The Latitude59 Pitch Competition is back in Kenya, this time bigger and better! Last year, Chumz.io won and has since reached 200,000 users in Kenya!

Now it’s your turn! Latitude59 is seeking the boldest early-stage African startups to compete.

Finalists will receive professional pitch training and mentorship, and they'll present at the Latitude59 Kenya Edition 2024 on November 28 at the A.S.K Dome in Nairobi.

One lucky startup will get an invitation to the semi-finals of Latitude59 2025 in Tallinn, Estonia—costs covered!

Apply here by November 1^st.

Btw if today's edition resonates with you, your startup may just be a key candidate.

Now, let’s get into it.

If cash flow is the lifeblood of any startup, then OnlyFans is running on jet fuel. With billions in revenue and explosive growth year after year, OnlyFans has proven that its business model works.

But here’s the kicker: what happens when brand perception keeps you boxed in, pigeonholed as just an adult content platform?

In today’s edition, we’ll dive into the lessons startups can learn from OnlyFans' journey. We’ll discuss how to avoid getting stuck in a narrow brand identity, ensuring your startup is recognized for its full potential. Plus, we’ll share essential takeaways—especially for those working with tighter budgets—on how to craft brand perception that fuels long-term growth, even through a pivot.

As always, remember to subscribe if you like the piece (Or me as a person. A win is a win) 😎

OnlyFans has paid out a whopping $20 billion to its creators since 2016. In 2023, the owner raked in $472 million  in dividends, while the company itself saw a cool $658 million  pre-tax profit. Not too shabby for a platform that doesn’t rely on ad revenue but cashes in purely through subscriptions!

What’s even wilder? OnlyFans is doing this with a smaller but fiercely dedicated audience since its launch in 2016. All the users on the platform are just ninjas waiting to strike: with cash in hand. The pandemic also played its part, sending a flood of new users to the platform, turning it into a major lifeline for creators everywhere.

Fast forward to 2023, and OnlyFans is riding high: creator accounts jumped 29% to 4.1 million, while users skyrocketed 28% to a staggering 305 million. With numbers like that, it’s no wonder OnlyFans is among the top 50 most-visited websites  globally.

Blac Chyna, the platform’s top creator, pocketed $20 million monthly before quitting.

What sets OnlyFans apart? Creators enjoy an enviable revenue split, taking home 80% of their subscription income—a far cry from platforms like YouTube, where creators are left with just 55%. This irresistible model, paired with OnlyFans' direct payment setup, makes it a magnet for content creators.

Interestingly, female creators on the platform rake in 78% more than their male counterparts, who make up 87% of the core user base.

And Gen Z is driving half of OnlyFans' audience, with the average user shelling out about $55.58 each month on subscriptions.

But here’s the kicker: despite these mind-blowing stats, OnlyFans is still grappling with its image as primarily an adult-content platform.

While these figures assert OnlyFans’ financial success, they also underscore the stark contrast in brand perception compared to its competitors, such as Patreon, which has successfully fostered a more positive image.

So, how does OnlyFans stack up against competitors like Patreon?

It’s clear that these platforms cater to very different audiences, and their brand perceptions couldn't be more distinct. Patreon, with its clean image, serves as the classy alternative to OnlyFans, embracing a diverse range of creators—from musicians to artists and writers—without the heavy baggage of adult content. This reputation not only attracts a broader audience but also fosters a more inclusive vibe.

While OnlyFans may flaunt impressive stats, many of its top earners are still firmly in the adult content game. Even athletes trying to monetize their skills often find the spotlight drawn more to risqué content than their valuable insights. This trend reinforces the perception that OnlyFans is primarily an adult platform, making it tough for the brand to shake off that reputation.

And even with the incredible stats that OnlyFans pulls every year, working there still isn’t something you’d announce at the Christmas dinner table. There’s a lingering stigma around being on the platform, despite evidence that there’s so much more to OnlyFans than adult content. Creators, especially those on OnlyFans, are often seen as lazy. “Why don’t you work at McDonald’s like the rest of us?” is a sentiment that still echoes through society.

Now, let’s talk numbers. Patreon is thriving with over 8 million active patrons, supporting a vibrant community of 240,000 creators. Since its inception, the platform has paid out more than $3.5 billion to its creators. Unlike OnlyFans’ singular focus on subscriptions, Patreon thrives on a mix of membership tiers and tipping, encouraging ongoing support and deeper connections between creators and their fans.

In contrast, Patreon champions a diverse creator ecosystem, promoting individuals from various backgrounds and steering clear of any negative associations tied to adult content.

Can OnlyFans truly overcome its image and compete with platforms like Patreon in the mainstream content space?

Brand perception 101

The first rule in building a formidable brand like is understanding basic psychology. Only then, are you able to understand the behaviors and trends that influence user behavior.

User penetration is pegged on what customers think about your product and not what what your marketing team says about the product.

It’s the customers, not the companies, who own brand perception.

The OF team has done well because to be honest, 305 million PREMIUM users is no small fete. But it seems that the general audience is adamant on the company being an adult content platform.

The same can be said for TikTok. Creators have built huge followings with various content styles, but it’s often the dancing that gets the most attention. Even the biggest names have to find ways to incorporate a dance or two to stay visible.

Yet, over time, TikTok creators are starting to be seen as more than just dancers. Some, like Khaby Lame, have found success without saying a word.

Maybe if OnlyFans showcased more success stories from diverse content creators, the brand perception might shift.

But not every startup has a budget as big as OnlyFans or TikTok to make those shifts organically with just a bit of marketing.

So, how can startups ensure their brand perception aligns with their business goals, even as they pivot?

Lessons for startups

If you're a startup trying to carve out your space, here are some practical tips that can help you build a brand perception that hits the mark:

1. Define Your Brand Clearly from the Start

Establish a crystal-clear brand identity right from day one. Identify your core values and the message you want your audience to associate with you. For instance, if you’re launching a fitness app, don't just promote workouts—embrace wellness, community, and nutrition as integral parts of your brand. OnlyFans could have benefited from diversifying its messaging early on. By not addressing the broader content spectrum, it allowed the adult content stigma to take hold. Take charge of your narrative from the outset to shape how people perceive you.

2. Engage and Build a Diverse Community

Your community is your greatest asset. Focus on cultivating a broad audience that reflects the multifaceted nature of your brand. Regularly engage with your users and invite them to share their experiences and feedback. Creating an inclusive environment where different voices are heard can significantly enhance your brand's appeal. For example, OnlyFans missed opportunities by not featuring a wider array of creators and content types, which could have helped dispel the notion that it’s solely an adult platform. By actively showcasing diverse creators and stories, you can shift perceptions and connect with a larger audience.

3. Collaborate Strategically, But Be Mindful of Perceptions

Partnerships can indeed be game-changers, but they require careful consideration. Collaborate with influencers or creators who align with your brand values and can help you reach different audiences without compromising your message. While OnlyFans has brought in celebrities like Cardi B to promote the platform, many of these high-profile collaborations still leaned heavily on NSFW (Not Safe For Work) content, reinforcing the adult content stigma.

For startups, it's crucial to select partners who genuinely reflect the diversity of your brand. Think beyond the usual suspects; align with creators from various backgrounds who can showcase different aspects of what you offer. This way, you’re not just known for one thing—you’re painting a fuller picture of your brand. When your collaborations highlight a range of content, you shift perceptions and attract a broader audience, proving you’re more than just one label.

4. Embrace Authentic Adaptability

When building your brand, claiming to be diverse isn't enough—actions speak louder than words. OnlyFans has tried to showcase a range of creators beyond adult content, but the perception persists. This shows that just stating you’re inclusive doesn’t change how people view you.

Startups need to genuinely reflect their values through their actions and content. This means showcasing a variety of creators and content types that align with your brand identity—not just in marketing materials but in everyday practice. If you say you’re for everyone, then make sure everyone feels represented and valued.

It’s also essential to be responsive to feedback from your audience. If they feel boxed in by your branding, listen and adjust. Create spaces for dialogue, where your audience can share their thoughts and experiences. When people see that you’re genuinely interested in their perspectives and willing to evolve based on their needs, you build a stronger, more inclusive brand that transcends narrow perceptions.

Building a brand goes beyond just the products you offer or the revenue you generate; it’s all about how the public sees you. So, whether you’re launching Africa’s next big tech innovation or the latest creator platform, keep this in mind: perception may not be everything, but it’s damn close. Take a hard look at your brand's identity and make sure it reflects what you truly stand for. The right perception can open doors to audiences you never imagined reaching.

So, how is your startup shaping its perception? What brand story will people remember about you five years from now?

 
PS: ICYMI, Senator, we (finally) run ads. Hit my DMS and let’s talk about how I can help you meet your business goals. 

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