Brazzers is a larger-than-life global brand with hardcore content that is data-driven, delivered with slick visuals and hyped with serious marketing muscle.
From its all-star reality show “Brazzers House” to its hilarious SFW YouTube comedy sketches, the brilliant minds behind Brazzers know how to seize the attention of their viewers and keep ‘em coming back for more.
Everything that is produced has a place somewhere, because there is no filler content. With this in mind, we will find a place for every video that gets produced, whether that is in front of millions of users per day or something more limited, like a specific niche affiliate or an ad that is keyword-targeted.
And because they are backed by a behind-the-scenes analytics juggernaut connected to scores of paysites and digital media might, every release is guaranteed to bring in profitable traffic.
Even when the brand ventures into virgin content territory, Brazzers makes sure to pair niche fare with tried-and-true big league genres, to ensure every risk has reward — especially for market research.
With a keen eye focused towards users’ mobile experience, masterfully keyword-targeted ads and niche affiliate partnerships, Brazzers productions plug into the pop culture zeitgeist with eyeballs poppin’ out faster than a big-breasted MILF in a bustier.
To map out the titanic terrain that Brazzers dominates, XBIZ sat down with the magicians behind the sexual sorcery, for this exclusive company profile.
XBIZ: What are the unique brand offerings of Brazzers, especially in terms of visuals, genres and performer types?
Brazzers: Brazzers is Brazzers, seen as a pop culture phenomenon that houses the biggest ideas and, of course, the biggest names in the industry. It is a self-aware brand that is always evolving and is one of, if not the most, recognizable one out there. Part of Brazzers’ appeal has always been that we make a fun product and are not afraid to think outside of the box.
XBIZ: Discuss your approach to managing content production with trusted directors, balancing their creative autonomy and execution of your clearly communicated guidelines.
Brazzers: The directors we contract to work on our projects have become a part of our family. We speak to them almost daily and have worked with most of them for several years (some more than a decade now).
The secret to our success lies in the strong relationships and dynamics we have with them. With that, we encourage them to contribute creatively and always consult and plan projects alongside them to get the best possible outcome and product.
XBIZ: Talk about your strongest marketing initiatives this past year with Brazzers (be they contests, social media efforts or advertising) and why they seemed to prove fruitful.
Brazzers: Over the past year, Brazzers’ strongest marketing initiatives have been “Brazzers House 2,” the “A Lonely MILF on Christmas” campaign, the cryptocurrency campaign and the Mother’s Day campaign.
The “Brazzers House 2” finale interview video was hosted by Keiran Lee and featured Nicole Aniston, Monique Alexander, Abella Danger, Skyla Novea and Kelsi Monroe. The video has amassed over 31 million views on YouTube.
The “A Lonely MILF on Christmas” campaign was an original Christmas song that we enlisted Kagney Linn Karter to sing. Along with the song, a music video was produced about a naughty Mrs. Claus who takes matters, and a few elves, into her hands when she suspects that Santa is cheating on her and delivering more than presents on Christmas Eve. The campaign garnered some great adult and mainstream coverage and the music video has garnered over 3.1 million views.
Along with Pornhub and Nutaku, we released a campaign in the spring announcing that we accept cryptocurrency. Brazzers enlisted legendary porn star Stormy Daniels to take fans on a mind-blowing journey through the history of porn to present day. Brazzers was bringing the adult industry into a brand new era. The future just came. This campaign received great adult and mainstream press, as well as success on social media.
This past Mother’s Day, we enlisted six real moms to join resident Brazzers MILF Julia Ann for tea and conversation about love, attraction, sex and porn. Brazzers documented the conversation, which also included the real moms describing their fantasies and what they look for in porn, which helped inspire an actual porn scene that was released on Mother’s Day for moms. The social campaign was successful and the main campaign video has amassed over 1.2 million views.
Each of these successful campaigns brought a different element to porn fans and the mainstream, which helped it achieve great results.
The “Brazzers House 2” campaign was a mix of top adult talent, high quality content, competitive spirit and the public’s fascination with reality shows. By creating a safe-for-work roundtable interview segment for the finale, both porn fans and the mainstream public were given an insider’s look into the show and their favorite adult talent.
The Christmas campaign resonated with both fans and the mainstream as it provided a nice blend of Christmas music, humor and talking about sex. By coupling the safe-for-work song with a high production element, the content was enjoyable and shareable.
The cryptocurrency campaign appealed to the public due to a mix of the relevant tech element and the talent connected to the campaign.
Lastly, for the Mother’s Day campaign, although the main topic was sex and porn, the public seemed to resonate with the campaign as it was created with authenticity in mind. We were looking to delve deeper into the minds of real moms and provide them with content that would bring them pleasure in their busy lives.
XBIZ: How does the massive amount of data you have access to inform your approach to prioritizing resources for producing certain genres over others, like MILF, Teen, etc.?
Brazzers: There are thousands of keywords searched on a daily basis, and of course, we need to choose what we will decide on producing next based on these factors. Certain niches like MILF are a no-brainer; these scenes are produced regularly. What the data is used for is to explore new markets and niches — ones either that we have not tried before or ones that we want to have a different approach on.
The ones with priority will be the ones with the highest search volume, but also the ones that in some way relate to niches that we know work best. For example, if the data points to foot fetish scenes, we will cast a top talent MILF who will star in a foot fetish scene. Mainly due to the fact that we know MILF content works, that the top talent is appealing to users and that even if the foot fetish itself isn’t the main attraction, ads cut from it will work even better when top talent and a popular niche is involved.
Data allows us to create these combinations to give us the best chance of a great scene with new genres involved. Moreso than the amount of data, the source determines the direction we take. For the most part, data derived from membership sites will determine what genres or keywords we will focus on for future scenes, as one of the benefits of paying for a membership versus being a tube user is that the members have a say in what is produced next.
XBIZ: In a similar vein, explain the way your analytics have impacted your overall business strategy for Brazzers, regarding subscription deals and free vs. premium content.
Brazzers: Data allows us to see that for every area, there is a very different demographic that is watching. Free and paid users may not want the same type of content. In the past, we would have a blanket strategy for all markets with the logic that what does great in one area should do great in all areas. Sometimes that still is the case, but especially with the more experimental or niche content, we need to use data to find out where it will perform the best.
Everything that is produced has a place somewhere, because there is no filler content. With this in mind, we will find a place for every video that gets produced, whether that is in front of millions of users per day or something more limited, like a specific niche affiliate or an ad that is keyword-targeted. This evolves daily as well.
If an ad is created out of a niche and that ad yields above average results, the data will start to show a lot more people now looking for that content. What follows is an increase in production of that kind of niche, and us pushing it where we can, whether that be for free, paid or purely for marketing purposes.
XBIZ: As far as overall site design and features, what have been the biggest changes to Brazzers lately?
Brazzers: There has been a greater focus on mobile-first initiatives, as most search engines will rank you based on how mobile-friendly your site is. Whereas in the past we would design for PC first, then create the mobile derivative, now we focus primarily on the users’ mobile experience. Most features are determined by customer behavior and how we can aid them in completing the micro conversions necessary prior to getting a sale. In the end, we strive to improve user experience.
XBIZ: How has the paysite industry evolved over the past few years and what steps have you taken to proactively stay ahead of the game? What’s next for your sites?
Brazzers: From an advertising perspective, mobile surpassing desktop is probably one of the most massive changes in recent years. Mobile demographics are a lot more impulsive and are less likely to commit to a long-term subscription. Because of this, content has to be as perfect as possible. From start to finish, there needs to be a hook for everything to encourage the user to at least commit to a trial to watch that specific scene.
We stay ahead of the curve by going back to the data and using that information to test our audience’s preferences on an on-going basis. We continually experiment with new join pages, new landing pages, new ads, experimental scenes and different talent types, which allows us to grow while remaining relevant and engaging in a dynamic market.
The difference between relevancy and profit can change from one day to the next, just like experiencing membership decline when continually using the same old approach. Our industry is based on changing tastes and constantly evolving. It’s easy to fall into complacency if you’re doing well and that’s why we do our best to keep adjusting to the changing landscape.
