Creative Marketing Lessons We Can Learn From Sex Workers

Sex work is quite possibly the oldest and most adaptable industry out there. It outlasted the Roman empire, horse carriages, and MySpace, so you can bet it will be around long after COVID. With that in mind, I think it’s fair we turn to sex workers for insight on how to stay afloat in this new world.

Cock Block Corona

Unsurprisingly, COVID 19 has had a major impact on sex work. As a field that involves human interaction, adapting to social distancing measures is a struggle.

Beyond that, crises have a tendency of exacerbating inequalities within a population. As it is, sex workers are often left behind. They take the brunt of negative stigma, lack of support, and huge bodily risk in the work they do. Legislation often doesn’t help either, conveniently ignoring or criminalizing groups on the fringes of society.

That said, sex workers predominantly don’t qualify for government COVID relief funds. Even in paces where prostitution is legal or decriminalized, sex workers have been left to fend for themselves. In the UK, for instance, workers are only be able to receive grants had they been previously registered as self-employed,.

During the pandemic, seeing regular clients in person has also been a no-go across the globe. Without the ability to schedule meet-ups online many are forced to the streets to find work. In Ecuador women are severely concerned for their safety. One woman outlines their experience saying, “We do not have money for food, rent, medicine; health services are closed. There is no access to condoms—colleagues have died due to COVID-19.”

As it stands the only country with solid support for sex workers through this pandemic is New Zealand.

Surprise surprise, the country with the most badass female leader is the only one that remembered this facet of society. Jacinda Ardern is a damn queen.

But are we shocked that leaders like Trump did nothing for these workers? Of course not. This isn’t the main point we’re building to, but I do think it serves as evidence that we need more female leaders. Keeping your population safe doesn’t start and end with white male business owners.

I digress…

Bells and Whistles

So what are the options for sex work now? With no-one available for physical meet-ups, digital is the future. Even before the pandemic, lots of sex work was done through online channels, but often those mediums are marketing tools driving clients to physical meetups or to pay-driven accounts.

How do you substitute those real life experiences? This is a questions a lot of us are facing in our day-to-day jobs. Zoom just doesn’t cut it, especially for services that require intimacy. For example, when was the last time you video called your massage therapist? But these video solutions are even less appealing when you’re concerned about your safety and anonymity.

On a positive note, cam sites and video games respectively have seen a surge in activity since the start of quarantine. Some adult sites have had as much as a 75% increase in subscribers over the last few months. Stripchat’s VP, Matt Bennet, rightly explains that “people want companionship as much as they want sexual fulfillment right now,” so the avenue is open for sex businesses to thrive.

While cam sites may seem like the obvious choice for a sexual venture, we have to remember that these channels are already oversaturated. There is no shortage of pornographic content out there, so sex workers have to be more inventive.

Luckily, we also live in a time where VR and lifestyle games are all the rage. More and more users are gravitating towards online games that mimic real world hang outs, and people are using video games more than ever.

For example, Animal Crossing, which has now become a hub for the dominatrix world.

I know. It sounds like a joke.

But apparently the game lends itself well to types of services that dommes offer. Namely, labour, humiliation, and punishments are all attainable in the game.

This photo is of Denali Winter, a non-binary dominatrix, and their client who has used the game settings to write "Denali’s slave" on their body.

Fucking rad.

Kiara, another dominatrix, has her own domme virtual island where clients can pay to do chores, spin an orgasm wheel, or be spanked by a butterfly net - which sounds oddly wholesome.

This venture into lifestyle video games has perks. Not only is it safer than working the streets, but it turns a local business to a global one. One woman says that the online space introduced her to new kinds of clients, even “those who have never purchased sex before.”

On Animal Crossing, lots of these services are paid for in bells, which is the main currency of the game. While it may seem like a strange strategy to accept fake currency, you have to remember that this is one platform of many. As with most tech businesses, providing a multi-platform experience is an asset. Businesses and sex workers alike are looking for a competitive edge, and marketing on new platforms is a great way to track down a fan base. Finding a new customer in a video game is likely to lead to a new customer on a cash-based account as well. Plus, you can score clients who you wouldn’t have found otherwise.

In much the same way, the television market is oversaturated. With OTT services like Netflix, Prime, Crave etc.. there is no shortage of content. There is, however, a limited supply of eyeballs. Keeping your audience hooked is important, and one key way to do that is by offering multiple options. Ie: Prime sucked me in because of speedy delivery, but I stayed to watch Scrubs. The more people you have watching your channels, the more ads you can sell, and the more money you can make.

There is also a level of community building that is inherent in both these lines of work. Your customer has to come first (no pun intended) if you’re going to survive. What platforms do they live on, and how do you make it easy for them to interact with you and your service? This is the type of audience-driven data that keeps adaptable sex workers in business.

You have to meet people where they are, and right now, everyone is on Animal Crossing.

P.I.M.P.

These new platforms are great, but are they enough to sustain a business during an economic downturn? If we're going to explore sex work business models, we have to start with pimps.

Traditionally, pimping can be viewed as a small company. One article outlines it as follows:

“[R]ecruitment is the most important component of any pimp’s business model. To run a successful sex business requires recruiting, job training, marketing, setting prices, arranging date details, providing transportation if necessary, protecting the staff, collecting and managing money, and seeing to the needs of the employees.”

The digital landscape has changed this relationship substantially. With more and more sex workers taking their business into their own hands, the role of the pimp is evaporating in many circles. Online relationships are safer, more convenient, and still extremely profitable if leveraged correctly. That said, there is always room for innovation.

Take, for instance The Monarchy. The Monarchy is an online brothel in Second Life that offers VIP experiences with a roster of playmates. Think of the Monarchy like an online Playboy mansion. For reference, Second Life is kind of like sketchy Sims - it allows you to build avatars and exist in online community spaces with other users, some of which are X-rated.

On Second Life you are able to pay other users with the game's specialized currently, somewhat like the Animal Crossing bells. Unlike bells, however, this currency can be cashed out by users. This is a huge pro for workers, since you can avoid using direct transfers and PayPal that may be traced back to your real identity.

To make cash The Monarchy offers memberships that give you premium access to their virtual space and various girls. Tuesdays are their open nights where you can get a taste before deciding on the full VIP experience. The itinerary is as follows:

OPEN ACCESS - TUESDAYS

Midnight - Midnight

Daily 2-4pm | 50% off strip rates

Red Carpet Night 6-8pm | Formal attire required, masks encouraged.

Enter to Win Free Lapdance Gift Card - Raffle

Honestly an online sex club masquerade doesn't sound like the worst Tuesday night....

But, as we know, recruitment is the number one way to be a successful pimp. From their website, The Monarchy is always looking for new women to join their venture. They are, however, seeking a slightly different skillset than the average old-school pimp. The Monarchy believes that, “Escorting/Dancing is more than standing around looking hot," and they want "strong writers who have the ability to create a very sexy scene.” Here we can see a shift in how the pimp relationship is unfolding online. In this new world, the tactics are changing. Your avatar can look however you want, but the online experience is about storytelling and crafting a brand through text.

Moreover, this by-women/for-women company pitches itself sort of like a multi-level marketing scheme.They want girls with their own ambition. In essence, online sex work is sales, and they want workers who are driven to make them as much money as possible. They themselves say, "If you can’t aim high, you won’t get there.” *

This is an enterprise, and it’s brilliant. The Monarchy is using subscription models, event marketing, and selective recruitment to build a brand within a pre-established online platform. The way they are crafting their own community of patrons and workers online is admirable for even the largest of companies. Their Facebook page is thriving, they have a huge selection of playmates, and I'm sure the experience they offer is well worth the membership fee for their clients.

*Aim High was also my sorority motto - so that’s fun little parallel for you.

Hot for Teacher

Of course there are other ways to monetize your knowhow besides recruiting a team. As the adage goes, pimpin' ain't easy, so here's another example of how to leverage the online space.

Kiara (mentioned above as an Animal Crossing domme) also offers courses in how to advertise yourself as a sex worker on Second Life. She’s broken them out into two levels: one for regular gamers, and another where she teaches you the basics - how to change your avatars’ clothes, move around etc… Moreover, Kiara has a full platform dedicated to teaching women about the digital business called the Online Sex Work Academy.

That’s right, she’s the life coach of online sex work, and I am HERE FOR IT. Ladies helping ladies, sharing knowledge and getting paid. Cut out the pimp, cut out the streets, stay safe, and stay cash positive!

To get more granular, the Academy offers regular courses, Q&A panels, custom training packages, and even has a Youtube Channel. If that’s not enough, you can get a membership that gives you discounts for future learning experiences and additional resources. Get it girl!

Not only that, but the Online Sex Work Academy is hiring teachers for their classroom, specifically looking for those who put a unique spin on their business. Being successful online depends on owning your brand. In her words, “everyone’s hustle is different.…. It all depends on your pictures, services, and how creative you are.”

This model is sound for anyone working in digital. Sharing your knowledge is a great way to build an audience and flesh out a niche for yourself in the infinite abyss that is the internet. Beyond that, Kiara hits the nail on the head that everyone's hustle is different. What works for your brand likely won't work for mine. In a world with endless platforms and marketing opportunities, it is important to flesh out what channels are the most useful for you. McDonalds isn't about to go start a company blog about humanitarian practices, but we can all picture them with a corporate TikTok showing misshapen nuggets and songs about the broken icecream machine. Know your brand!

Follow her on Twitter and help out an up-and-coming entrepreneur.

From @exotic.cancer — *From* *@exotic.cancer*

Platforms vs Platforms

Sex workers are veterans to this adaptive mindset, which is likely because they are always battling legislation. It’s more than just whether or not prostitution is legal - there are many other forms of sex work - it’s often about censorship and safety.

For example Donald Trump’s FOSTA-SESTA bill. If you haven’t heard of this bill, the main point was to eliminate online sex trafficking. A seemingly just cause. The problem is that many of the targeted platforms were also the safest for promoting sex work. Companies like Craigslist started banning any post that may get them in legal trouble, forcing sex workers to find new avenues to market their services. Unfortunately, this censorship of tried-and-true pages led many sex workers back to the streets to find clients

As far as social media is concerned, censorship is also a huge challenge in building a brand. Any activity that is reported by other users can lead to account suspension, meaning all your hard work can be lost with one nip-slip. Pj Sage, a cam model, says, “[y]ou have to treat your Instagram account like one of those burner phones,” which is a huge inconvenience when trying to market your services.

Social media for any brand is more than just photos of your product. It’s a place where you establish a community, get to know your clients, and actively engage with other users. It is a massive tool for creating a dedicated and loyal fanbase. Knowing that you may be banned at any moment is a gigantic hurdle in the online world, so you have to constantly keep audiences on multiple accounts just in case.

Interestingly, a lot of social media platforms got their popularity from sex work. Another model, Melody Kush, explains that digital powerhouses, like Twitter and Patreon, are revamping their regulations now that they’ve capitalized on the huge followings of online sex workers. She says “[t]hey used sex workers to create their following and now we’re no longer to post pornographic content. Vine allowed nudity at first, but no longer after it became a really popular platform.”

The article I pulled these quotes from made a really great point: sex sells.

It’s not a revolutionary concept, but it’s one you don’t always think of in terms of the Silicon Valley tech startups. But, I have to admit, it makes a lot of sense. Users will flock to platforms that have nudity. Once you have good numbers, change the rules, and voila! You are a wholesome, upscale brand now that your founding sex workers are forced to put their business elsewhere.

Everybody’s Hustlin’

With all that said, it’s no surprise that these workers are constantly adding new platforms to their repertoire. Who knows, maybe tomorrow Animal Crossing will get rid of the butterfly nets that were so perfect for spankings. It is crucial to always have an audience somewhere, because there is no guarantee that you will have access to them tomorrow. If you can get your community to follow you, you can be successful on any medium.

In marketing, I think we should look at our audiences in much the same way. We may not be pushed off a platform that quickly, but eyeballs will wander and jump to whatever is sparkling and new. Every platform will fade or evolve eventually. Permanency in the ad space is a fallacy, and we know better. What worked a year ago likely won’t work today, especially in a digital world where information comes at lightening speed. We need to be ever-adapting and innovative with our approaches, and we can’t keep all our eggs in one basket.

COVID has shown us how quickly our plans can be thrown out the window. Sex workers deal with this constantly. Suspended accounts, limiting legislation, censorship, exposed identities - starting fresh is something they are accustomed to in order to survive. I think we should follow suit. There is always a new platform to leverage, a new client to find, a new tactic to try.

I think the most powerful quote I read during my research was this:

"You have to face the fact that prostitution isn't fuelled by men's desires for sex, but by women's needs for money." - Nikki Adams, English Collective of Prostitutes

These workers are finding solutions to fix their problems. They aren’t here because of an overwhelming desire for men to pay for sexual services, they exist because they have found avenues to convince men to pay for THEIR services. It is peak marketing, sales, and advertising. They build communities, customer bases, and businesses to stay afloat, and we can all learn something from that.