What is OnlyFans – and what is it not?

OnlyFans is a content platform on which creators interact directly with their subscribers. The platform allows explicit content – but it is much more than that. Fitness coaches, chefs, musicians, athletes and artists use OnlyFans for exclusive content behind the paywall. Explicit content makes up a large part of the revenue, but is not a requirement. OnlyFans is a tool – not a genre.

The difference to the classic porn industry

The classic porn industry works like a film business: production companies pay performers once for appearances, control distribution and earn money from the content in the long term. Creators on OnlyFans, on the other hand, are entrepreneurs in their own right – they produce, market and own their content themselves.

OnlyFans is not a porn portal – it is a creator economy platform. The difference is not in the content, but in the ownership and the business model.

Content types on OnlyFans – not only explicit

The spectrum on OnlyFans is broader than expected. Many creators build up six-figure annual revenues with completely non-explicit content. What is really sold on the platform:

• Lifestyle content: daily routines, behind-the-scenes, personal communication
• Fitness & Body: workout plans, nutrition, transformation content – mostly without explicit content
• Model content: lingerie, swimwear, fashion – legal on all platforms
• Anonymous without a face: Body content without a face – one of the fastest-growing categories
• Explicit content: Allowed for verified, adult creators – accounts for approx. 70% of sales

The decision as to which type of content a creator produces is entirely up to them. There are no platform requirements – only age verification is mandatory.

Earnings and business model in comparison

The OnlyFans earnings model is fundamentally different from the traditional porn industry. On OnlyFans, a creator earns continuously – monthly recurring subscriptions form the basis, supplemented by individual sales (pay-per-view), tips and direct message content (DMs). In the porn industry, a performer receives a one-off payment – after that, the production company earns alone.

Top creators on OnlyFans earn between 10,000 and 500,000 euros per month – based on loyal subscriber communities. In the porn industry, this level of income is invariably reserved for the biggest stars. For regular performers, earnings per shooting day are typically between 300 and 1,500 euros – one-off.

Professional OnlyFans management helps creators maximize their revenue through strategic pricing, content planning and reach building.

Anonymity and creator control

One of the biggest differences between OnlyFans and the classic porn industry is the control over one’s own identity. On OnlyFans, anonymity is possible – and widespread. Many successful creators never show their face, keep recognizable features to a minimum and still build a loyal subscriber base.

• No face required: content without a face is fully accepted and performs well
• Pseudonym possible: Creator name does not have to be the same as the real name
• Self-determination for content: creators decide every day what they want to show – and what not
• No filming set: no external team, no director, no instructions from outside
• Right to delete: Creators can remove content at any time

In the porn industry, on the other hand, identity, face and content are part of the product – once published, they can hardly be controlled. For many creators, this is a decisive reason to choose OnlyFans over the porn industry.

For creators who want to work anonymously, we offer targeted OnlyFans Creator Management – including a content strategy without a face and discreet communication.

When is which platform worthwhile?

The choice between OnlyFans and the classic porn industry is not a matter of taste – it’s a business decision. For creators who want to build long-term, develop a community and work independently, OnlyFans is almost always the better choice. The porn industry offers quick money in exchange for the permanent loss of content control.

• OnlyFans: Right for creators with a community approach, long-term structure and desire for control
• Porn industry: one-off income, no long-term ownership, higher entry barrier
• Combination: Some creators use both – but OnlyFans remains the primary income vehicle

If you start on OnlyFans with agency support, you save months of trial and error and build on a professional strategy right from the start. This makes the difference between 500 and 50,000 euros per month.

Frequently asked questions: OnlyFans vs. porn

What distinguishes B2B influencer marketing from B2C

B2B influencer marketing works according to different laws than traditional consumer marketing. While B2C campaigns focus on reach and emotion, the B2B sector is all about trust, expertise and building long-term relationships. A thought leader with 15,000 LinkedIn followers from the target industry is more valuable than a macro-influencer with 2 million subscribers on Instagram – when it comes to reaching managing directors or purchasing managers.

Identify and select thought leaders

Choosing the right B2B influencer determines the success or failure of the campaign. Unlike in the B2C sector, it’s not about follower numbers, but about qualifications, network and content alignment with your brand. Relevant thought leaders are often authors of specialist books, speakers at industry conferences, operators of successful newsletters or managers with an active LinkedIn profile.

Agency tip: Use LinkedIn Sales Navigator or specialized databases such as Audiense or Traackr to filter B2B influencers based on job titles, industries and engagement metrics. The decisive factor is not the reach, but the quality of the comments: Are decision-makers writing under the influencer’s posts? This is a strong signal of audience relevance.

Important selection criteria for B2B thought leaders:

• Topic expertise: The influencer must really understand the topic – not just comment on it superficially
• Audience quality: At least 30% of followers from the target industry or target position
• Engagement rate: Ideally over 3% on LinkedIn (likes + comments / impressions)
• Consistency: Regular publication frequency (at least 2-3 posts per week)
• Authenticity: Clear own opinion, no generic motivational posts
• No conflicts of interest: Not working for direct competitors at the same time

A direct, honest approach is recommended when making contact. B2B influencers are contacted daily with cooperation requests – a short, specific and appreciative pitch will set you apart. Explain in two sentences why you are approaching this particular expert and what added value the collaboration will have for their audience.

Our influencer agency explains more about professional selection and collaboration with influencers – from identification to contract conclusion.

Cooperation formats in the B2B sector

B2B influencer collaborations go far beyond sponsored LinkedIn posts. The most effective formats are long-term and integrate the thought leader deeply into the company’s content strategy. This significantly increases credibility – because a one-off mention is less convincing than an ongoing content collaboration.

Co-Authored Content

Jointly created whitepapers, studies or technical reports published under the name of the influencer and the brand. This format generates high download rates and is ideal for lead generation with content gates.

Webinars and live sessions

The thought leader moderates or speaks in a webinar organized by the brand. Registration figures of 200-2,000 qualified participants are realistic if the topic and speaker are suitable. The webinar can then be reused as an on-demand video and podcast episode.

Podcast cooperations

Industry-relevant podcasts reach B2B decision-makers in their free time – while commuting, doing sport, during their lunch break. Either as a host-sponsor or as an interview partner in established industry formats. Reach of 2,000-20,000 listeners per episode is very effective in the B2B segment.

LinkedIn Thought Leadership Posts

The influencer publishes native posts on their LinkedIn profile that mention the brand or deal with a jointly developed topic. These posts have an organic effect and generate significantly higher engagement rates than traditional sponsored posts. Our strategy for LinkedIn thought leadership shows how companies can systematically develop this format.

Corporate influencer programs

The company’s own employees – especially managers and technical experts – are developed into brand ambassadors on LinkedIn. This is more sustainable than external collaborations and also builds the employees’ personal brand. Our guide to the corporate influencer program explains how to set up such a program.

Budget planning and ROI measurement

B2B influencer marketing is more expensive than B2C collaborations – but the ROI is measurable and often significantly higher. A well-positioned thought leader with 20,000 LinkedIn followers in the target industry can generate more pipeline value than an Instagram influencer with 500,000 followers. The connection between influencer activity and CRM data is crucial.

Typical costs in B2B influencer marketing

• LinkedIn posts (sponsored): 500-5,000 € per post, depending on follower quality and industry
• Webinar cooperation: € 2,000-15,000 incl. preparation and promotion
• Co-authored whitepaper: €3,000-20,000 incl. research and creation
• Long-term ambassador programs: € 12,000-60,000 per year
• Podcast sponsorship: €1,000-8,000 per episode or season

For a detailed overview of all costs – broken down by creator tier, platform and format – our article on influencer marketing costs provides a structured guide.

KPIs and measurement in the B2B context

The biggest mistake in B2B influencer marketing is measuring with B2C KPIs. Likes and comments are vanity metrics – business outcomes are crucial:

• Marketing Qualified Leads (MQLs): Can be captured via UTM parameters and landing pages
• Content downloads: White papers, checklists, case studies behind content gates
• Webinar registrations: Directly assignable to the influencer channel
• Pipeline value: How much CRM volume comes from influencer touchpoints?
• Share of Voice: Is your brand mentioned in industry conversations?
• Cost per lead (CPL): Influencer budget divided by generated leads

UTM tracking is mandatory: Each influencer link receives its own UTM parameters so that you can see in Google Analytics and your CRM exactly which cooperation has generated which leads and which sales.

LinkedIn as the primary B2B influencer platform

LinkedIn is at the heart of any B2B influencer strategy. No other platform combines professional context, precise targeting and organic reach for decision-makers so effectively. The LinkedIn algorithm favors native content formats – especially long text posts with opinions, carousel posts and documents receive above-average organic reach.

Key findings on LinkedIn performance in B2B influencer marketing:

• Posts by individuals reach 5-10× more people than company page posts
• Text posts with a clear thesis and 3-5 bullet points perform best
• Comments from the first hour determine the reach – coordinated engagement is allowed
• LinkedIn documents (PDF carousels) generate the highest dwell times on the platform
• Polling posts are ideal for opinion-forming and audience research at the same time

In addition to LinkedIn, industry conferences as cooperation formats (speaker slots, panel participation), specialist newsletters with very specific audiences and industry association channels are also worthwhile in the B2B sector. The choice of platform depends heavily on the target industry: Twitter/X and Substack newsletters are relevant in the tech sector, Bloomberg podcast ecosystems in the financial sector and Xing and trade journal digital editions in industry.

Our practical guide with budget recommendations shows you how to combine LinkedIn thought leadership with a holistic social media strategy for SMEs.

Campaign setup: From strategy to implementation

A structured campaign setup is the basis for measurable results in B2B influencer marketing. Many companies fail not because of the wrong influencer, but due to a lack of preparation and unclear briefings. The following steps have proven themselves in practice:

Step 1: Target definition and ICP mapping

Before you contact a single influencer, you need to define your Ideal Customer Profile (ICP): Which position, which industry, which company size, which decision-making role should the campaign address? This profile is the only way to determine which thought leader has the right audience.

Step 2: Influencer scouting and vetting

Create a long list of 20-30 potential partners, reduce to a short list of 5-10 according to quantitative criteria (audience quality, posting frequency) and select 2-3 final partners according to qualitative criteria (content match, personal conversation). Testing several influencers in parallel reduces the risk.

Step 3: Briefing and content planning

B2B thought leaders don’t need a tight briefing – they need context. Explain the product, the target group and the desired message, but leave the wording to the expert. Authenticity is more important than message control. A co-creation process (joint brainstorming sessions, draft reviews) leads to better results than classic commissioned production.

Step 4: Coordinated launch and amplification

Plan the time of publication together. Strengthen organic reach through coordinated engagement of your own team in the first 60 minutes after publication. Promote top-performing posts additionally as LinkedIn Ads to maximize reach.

Step 5: Evaluation and iteration

Create a performance report with the defined KPIs after each campaign. Share the results transparently with the influencer – this strengthens the partnership and enables joint optimization. After 3 months, use the data to decide which partnerships to extend or intensify.

Legal basis and transparency obligations

The following also applies in the B2B sector: Paid collaborations must be labeled as such. Section 5a UWG and the EU Unfair Commercial Practices Directive also apply to influencers in a professional context. LinkedIn itself recommends using the “Paid Partnership” marker, which has also been available for organic posts since 2023.

• Labelling obligation: Every sponsored post must be recognizable as “advertising”, “advertisement” or “in collaboration with [brand]”
• Contract design: Written agreements on the scope of services, exclusivity, rights of use and remuneration are mandatory
• Content approval: Agree approval processes – without destroying the influencer’s authentic tone
• Usage rights: Clarify in advance whether you are allowed to use the content for ads, newsletters and websites
• Exclusivity: Define whether the influencer is allowed to work for direct competitors

Frequently asked questions about B2B influencer marketing

More on the topic: B2B Social Media – Influencer Brief – Corporate Influencer Program

Related articles

• Influencer agency – How we work with experts and creators
• Influencer marketing costs: prices by creator tier and platform
• Building a corporate influencer program – step by step
• LinkedIn thought leadership for companies – strategy and implementation
• Social media marketing for SMEs – strategy and budget

Creator creativity and authenticity – Advantage 1

A key advantage is that brands can benefit from the creativity and authenticity of creators and influencers. These individuals are often experts in their field and have a deep understanding of their target audience. By having them create the content, brands gain access to unique perspectives and a fresh point of view that can increase audience awareness and engagement.

Through UGC you have a variety of content instead of months of the same campaign photos

Low costs, with high efficiency – Advantage 2

Another advantage is efficiency and reduced effort. Producing high-quality content typically requires significant resources, including time, money, and expertise. By relying on user-generated content, brands can save these resources. Instead of commissioning their own photo or video production, they can rely on content already created by creators and influencers that authentically showcases their brand or products.

With UGC, you have lower costs for content production, with higher output and efficiency.

High content output – Advantage 3

In addition, the use of user-generated content gives brands a greater variety of content. By bringing in different creators and influencers, they get a wide range of perspectives, styles, and approaches. This not only increases variety in content, but also allows them to better adapt to different audiences and platforms.

Through UGC you increase the output of content extremely

Finally, trust also plays a crucial role. User-generated content is often perceived as more credible and authentic because it comes from people who have already established a connection and a relationship of trust with their target group. By using UGC, brands can leverage this trust and strengthen their credibility and relevance.

Conclusion: Efficient and cost-effective content production

Overall, the strategy of having content created by creators and influencers offers numerous advantages for brands. It enables them to produce content efficiently and cost-effectively, create a greater variety of content, and build trust with their target audience. By using user-generated content, brands can strengthen their social media presence and intensify engagement and relationships with their followers.

Any questions? Our contact persons

We support you with our team in your content strategy. Conception, production, reach. We are looking forward to your request!

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How to book user-generated content

e will vary depending on the marketing agency and the client’s specific requirements, but generally it includes the following steps:

Needs analysis and goal setting: KPI

Our agency begins with a comprehensive needs analysis that identifies the client’s goals, target groups and market requirements. Together with the client, clear goals and KPIs (key performance indicators) are defined to measure the success of the campaign.

Strategy development: tailoring objectives

Based on your objectives, we develop a customized marketing strategy. In the process, we select the relevant social media channels, determine the content types and topics, define your brand message, and determine the planned advertising measures.

Target group analysis: development of a targeted content strategy

Our agency conducts a detailed audience analysis to better understand the needs, preferences and behavior of potential customers. This helps develop a targeted content strategy to achieve maximum reach and interaction.

Content creation: “Production” begins

We then take on the creation of engaging content for the client’s social media channels, whether TikTok, Instagram, YouTube or Facebook. This includes text, graphics, photos, videos and other formats that engage the target audience and effectively communicate the brand message.

Either / Or: Community Management

Below you have 3 options:

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3. Advertise content additionally through ads

… so you start with efficient and cost-effective content production.

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What to post on OnlyFans? Tipps

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• What does an OnlyFans Creator earn

Can you make OnlyFans without a face?

Many creators want to protect their identity and wonder whether they can use OnlyFans without showing their face. The answer is yes – with the right strategy.

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Can I remain anonymous as a creator with OnlyFans?

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Company: Who is behind OnlyFans?

OnlyFans is a British company based in London, England. It was founded in 2016 by the entrepreneur Timothy Stokely.

OnlyFans quickly explained

OnlyFans is a platform that allows creators to create content such as photos, videos and livestreams and sell them to their fans and subscribers for a fee. Unlike Patreon, which focuses on artists and creators, OnlyFans also offers a platform for adult entertainment and erotica.

But let’s be honest, 90%+ is eroticism.

OnlyFans content (except erotic)

OnlyFans has grown very quickly in recent years and has millions of users and creators from various fields, including fitness, music, cooking, beauty and more. However, the platform has also sparked controversy, with some critics arguing that it poses an increased risk of sexual exploitation and abuse.

Users on OnlyFans

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OnlyFans Investments

OnlyFans has also gone through several investment rounds in recent years and received a total of over 350 million US dollars in investments. However, in August 2021, the company announced that it would move away from adult entertainment and focus on other areas.

7 facts about the company

Key figures for OnlyFans (as at: 2021):

1. Year of foundation: 2016
2. Registered office: London, United Kingdom
3. Number of creators on the platform: over 2 million
4. Number of users: over 130 million
5. Total value of the company: over 1 billion US dollars
6. Number of countries in which OnlyFans operates: over 200
7. Investments received by OnlyFans: Unknown

Content on OnlyFans

On OnlyFans, users can create and share different types of content, depending on their interests and skills. Some of the most common types of content on OnlyFans are:

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Erotic

Many users use OnlyFans to share erotic content such as photos and videos of themselves. The platform allows explicit content as long as it complies with the terms of use.

Fitness and health

Some users use OnlyFans to share fitness and health content such as workout videos, nutrition tips, and recipes.

Art and music

Other users use OnlyFans to share their artwork or music tracks and give subscribers exclusive access to that content.

Personal life

Some users use OnlyFans to share their daily activities and personal lives, similar to other social media platforms like Instagram.

Users can decide for themselves what kind of content they want to share and how much they want to charge for access to their content. They can also decide whether they want to make their content available to all users on OnlyFans or only to subscribers.

Users on OnlyFans

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Content almost always for 18+

OnlyFans is intended for adults and is usually used by people who either want to create and sell content or subscribe to this content. The platform is primarily known for its erotic and entertainment content, as this is one of the most used categories. However, there are also users who use OnlyFans for other types of content, such as cooking, fitness, art or music.

Users can decide for themselves what kind of content they want to share and how much they want to charge for access to their content. Subscribers can then choose which users they want to support and what content they want access to. OnlyFans offers discreet payment and anonymity, as users often use pseudonyms and subscribers can pay for access to content without revealing their identity.

Company: Who is behind OnlyFans?

OnlyFans is a British company based in London, England. It was founded in 2016 by entrepreneur Timothy Stokely.

OnlyFans is a platform that allows creators to create content such as photos, videos, and livestreams and sell them to their fans and subscribers for a fee. Unlike Patreon, which focuses on artists and creators, OnlyFans also provides a platform for adult entertainment and erotica.

OnlyFans has grown very quickly in recent years and has millions of users and creators from various fields, including fitness, music, cooking, beauty and more. However, the platform has also sparked controversy, with some critics arguing that it poses an increased risk of sexual exploitation and abuse.

OnlyFans has also gone through several rounds of investment in recent years, receiving a total of over $350 million in investment. However, in August 2021, the company announced that it would move away from adult entertainment and focus on other areas.

Key facts about the company

Key figures for OnlyFans (as of 2021):

• Year founded: 2016
• Headquarters: London, United Kingdom
• Number of creators on the platform: over 2 million
• Number of users: over 130 million
• Total value of the company: over 1 billion US dollars
• Number of countries in which OnlyFans operates: over 200
• Investments received by OnlyFans: Unknown

Changes in Influencer Marketing

Over the years, influencer marketing has changed a lot. Primarily due to the increasing spread of social media and the associated reach that influencers have today. But the way companies use influencers has also changed.

In the past, influencers were often just a means to achieve greater reach for a brand. Today, however, many companies see influencers as a real added value for their marketing. Because influencers can not only achieve a large reach, but also be a trusted face for a brand.

This change is mainly due to the steady growth of the influencer market. According to a study by the consulting firm “Klear”.

the market for influencer marketing grew by around 32% annually until 2022.

The increasing demand for influencer services has also led to the professionalization of the industry. In recent years, more and more agencies and platforms have established themselves that support companies in their search for and use of influencers.

The way companies pay influencers has also changed in recent years. Many companies now pay not only per post or per follower, but also per engagement, such as likes or comments. This is mainly due to the increasing competition for attention. The greater the reach of an influencer, the higher the price.

All these changes show that influencer marketing is not a fad, but has become an established part of many companies’ marketing.

The future of influencer marketing

Influencer marketing has become one of the most important and effective advertising tools in recent years. It has become an integral part of digital marketing and many brands are realizing the benefits it offers. The future of influencer marketing lies with social media platforms, as they can help raise awareness of a brand, create engagement and generate more sales.

In the future, people will benefit from influencers in a variety of ways. Some examples are:

Micro Influencing

With the latest technologies, it will be possible to find out more about specific target groups, which will increase the chances of addressing target group specifics with appropriate influencer marketing. This means that brands can use micro influencers to create more targeted campaigns that cater to specific interest groups.

AI-powered influencer marketing

Artificial intelligence (AI) is already having a big impact on many areas of marketing and this will also apply to influencer marketing. AI can help compile more relevant information about specific target groups, making it easier to achieve company-specific campaign goals.

Video Influencing

Video content is one of the most popular content formats for social media channels. Moreover, videos are very effective in building reach and engagement. Therefore, video influencing will become increasingly important in the future to deliver more content to audiences and create more visually engaging content for brand names.

More sustainability

Sustainability is an increasingly important topic and companies need to understand and learn to follow a sustainable strategy in order to maintain their reputation as a trustworthy brand and to be able to succeed in the long term. Therefore, in the future it is very likely that companies will look for ethical standards and want to cooperate with influencers who can convey sustainable values to them.

Influencer Marketing: Conclusion

Influencer marketing has become a powerful tool to help companies build their brand. The relationship between companies and influencers has changed radically over the years: It is now necessary to build relationships of trust and design credible campaigns. Working with the right influencers can help inform more people about your product or service, generating more sales. All in all, it has become obvious that influencer marketing has changed a lot over the years – and it will certainly continue to change!

Criticism of influencer marketing

That’s how influencer marketing became as we know it today, and that’s probably how it will change in the years to come. Influencers reach thousands, if not millions, of people every day with their content. With that comes a huge responsibility.

• Criticism of influencer marketing