Inside PornHub’s crusade to tear down the taboos of watching sex online.

Can adult site PornHub become a mainstream brand?

Even if you aren’t one of Pornhub’s 50 million daily visitors, you’ve probably heard the site’s name this year in a surprisingly safe-for-work context.

Maybe you read about its non-pornographic ad design contest, Times Square billboard, Arbor Day tree planting initiative or any of the other mainstream, unsleazy marketing pushes that the brand (and it most certainly is a brand) has used to expose itself to a wider audience, according to this article in AdWeek.

“As our data shows, people all over the world watch porn — so why be ashamed of it?” said Corey Price, vp of <a title="Television X and Pornhub bid for Xmas Number 1" href="http://hush-hush.co.uk/sex-news/television-x-pornhub-bid-xmas-number-1/">Pornhub</a>.

“We want to push the conversation into the general public as something that’s acceptable to talk about, while letting people know that watching porn shouldn’t be an underground activity that’s to be seen as shameful.

Everyone does it, why not just bring that out in the open? The reason it causes a stir is due to an already accepted set of social norms.”

 PornHub – Can an adult site become a mainstream brand?
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In terms of the site’s broadening appeal and cultural relevance, the Pornhub team sees their site as “just another brand,” according to Price.

But because it’s a site closely tied to the adult industry and all the stigmas that come with it, Pornhub has to be creative and mindful in how it positions itself.

“I don’t think any other adult site has taken the steps that we’ve taken as far as exposure and openness,” said Price.

“I think that in itself separates us from most brands right off the bat.”

You can see that transparency in the Pornhub team’s honest and informative Reddit AMA, its brilliant data analysis of how the Super Bowl affects porn viewership, its map of which countries “finish fastest,” or its rapid-fire response to a news station that accidentally tweeted a Pornhub link.

In other words, Pornhub is doing modern branding as well as or better than the biggest brands out there.

Read the full article in AdWeek.


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