The term "barely legal" has been used for decades as a synonym of "underage," yet it was popularized by the porn industry to describe women who appeared barely old enough to be legally considered an adult. It is no coincidence that this marketing strategy was adopted by mainstream advertising. Barely Legal helped define marketing strategies centered on age, with its focus on 18-year-olds establishing a clear age niche. Other brands followed suit, adopting age-centric campaigns. This focus contributed to the commercial segmentation of adult content.
Earlier this year, I wrote an article for AdWeek about the importance of understanding the role of age in shaping adult content marketing. The article covered how marketers can target specific demographics based on their ages through traditional media channels like television and radio. But with more than half of Americans owning smartphones, mobile devices are increasingly becoming important factors in reaching consumers. Marketers need to understand how these devices impact marketing efforts. In addition to targeted ads and search engine optimization, social media platforms such as Facebook and Twitter are also important parts of an integrated digital strategy.
When you think about marketing, what comes to mind? Probably not sex or sexuality.
There's a big difference between selling products and services and creating experiences that sell themselves.
Durex created the GetItOn challenge on Instagram, which challenges people to share photos of their most intimate moments with each other. The campaign has been so successful that it prompted another brand to create a similar one called "The Great Seduction." While both brands have different goals (Durex wants couples to buy condoms, while Gillette Venus wants women to buy razors), they both rely on attractive models showing off their bodies in suggestive poses.
In an interview with AdWeek, Durex CEO David Spratt said he believes that sex is inherently appealing because humans crave connection. He added: "We know that when we make physical contact with someone else, our brain releases oxytocin, which triggers feelings of trust and intimacy." This explains why some companies use sexy models in their advertisements instead of just featuring the product itself. As Spratt points out, marketers can tap into our natural desire for connection by presenting us with images of intimacy.
Adult content creators should pay close attention to age-related marketing strategies if they want to stay relevant.
Pornhub has launched a new app called Pornhub Premium that lets users stream unlimited videos from its library. It also provides exclusive access to celebrities like Miley Cyrus and Kim Kardashian West. Meanwhile, Netflix recently released "Easy," a comedy about a couple navigating adulthood in Los Angeles. Both shows feature characters who are trying to figure out how to live life as adults without letting go of their childhood fantasies. These shows showcase age-appropriate content that reflects current trends among millennials and Gen Zers.
The idea behind age-based marketing isn't just about selling products; it's about creating experiences that sell themselves. By understanding what makes people tick at different stages of life, brands can create meaningful connections with consumers. Take Uber, for example. The company knows that young adults don't want to be tied down by car ownership, so it allows riders to order rides whenever they need them using an app on their phones. Similarly, Airbnb caters to older travelers by offering more affordable housing options than hotels. And Spotify understands that music lovers prefer curated playlists over radio stations. By tailoring its offerings to fit the needs of specific demographics, these companies ensure their brand messages resonate across generations.
As marketers continue to explore ways to reach customers online, they should consider how age plays into their strategies. After all, sex is one thing we'll always crave. But intimacy and connection are even better.