Nimbi‘s struggles on major social media hubs have led it to set up shop in an unlikely location: OnlyFans. The razor brand has found that its business model doesn’t align with TikTok’s guidelines, so it is taking advantage of a platform with fewer restrictions.
The saga of Nimbi’s OnlyFans account begins on TikTok, where the company’s branded content struggled to reach viewership targets. Nimbi surmised that “razor” is shadowbanned on the app, which would limit exposure for videos that feature that word.
Given TikTok’s effort to protect teens from content that might lead them to self-harm, the restriction on “razor” content is understandable, but the decision nevertheless left Nimbi at an impasse. To solve its viewership issues, the brand went to OnlyFans, where its official account offers shaving tips and tutorials.
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Nimbi is not the first entity to address brand safety concerns by moving to an NSFW platform. Years ago, as YouTube cracked down on gun content, some firearms enthusiasts migrated to Pornhub, where they knew their videos would stay within the site’s guidelines.
On OnlyFans, Nimbi is showing that NSFW content is not required — though it also retains its value even in a non-sexual context. “It’s much more like, ‘How do we show that we all share a lot of the same needs?’” Nimbi Co-Founder Anna Reid told Inc. “‘Let’s share better educational techniques that aren’t [for] our skin on our face, but other body parts that we just can’t show on social media.’”
The freedom with which Nimbi has expressed itself on OnlyFans seems to have helped its bottom line. The brand is now Erewhon’s top seller in the personal care category.
But before other brands jump at the opportunity to reach consumers on OnlyFans, they should keep in mind that the platform’s branded content operation is still in its infancy. OnlyFans lets users sell merch through integrated third-party storefronts, and its SFW content hub OFTV offers potential integrations, but the nine-year-old hub’s suite of business tools is not as robust as what brands can find on TikTok.
For now, Nimbi’s OnlyFans account seems like a curious venture rather than the start of a wholesale trend, but that could change. Given the amount of money that flows through OnlyFans on a daily basis, brands would be wise to keep it on the radar.
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