Tumblr never wanted to host NSFW content
We NSFW artists were always posting on borrowed time. That’s true of every big social media platform, but I think tumblr especially. We’re almost in the year of our lord 2019 and a major tech company can spit out the phrase “female-presenting nipples” in a negative context. We should have seen the writing on the wall. Ever since the site started marking content as “sensitive,” we should have seen the path that corporate tumblr was walking.
Tumblr banned NSFW videos because it didn’t want to become the largest adult video site on the internet. The costs in terms of lost advertiser revenue and moderation would skyrocket. Tumblr didn’t want to be Pornhub, but it would tolerate NSFW artists until the costs became unmanageable in a world where app-driven social media data is king.
Ever since 2008, report after report says that social media usage has surpassed porn as the main activity on the internet. This is a complete flip from the way things used to be: the internet used to be a vehicle of free expression, where you could proudly proclaim your kinks and wear the mask of anonymity. From VHS to DVD to early internet video and image sharing sites, porn defined global media consumption. Then social media happened.
On social media we are no longer our avatars, we are ourselves, and the content we consume defines us publicly. I think we live in an age where we recognize that most everyone looks at pornography and we have destigmatized masturbation to a large extent. But the production of sexual content remains a fringe element in the new social media economy largely due to advertiser pressure and social media corporate culture. Companies do not want their ads and brands associated with adult content.
Few people want to be openly associated with porn-friendly brands, despite how sex positive and porn-consuming everyone is now. Porn is anathema to brands who want to appeal to as broad an audience as possible. And let’s face it: by eliminating the 17 and under audience, you’re gutting a significant amount of advertising reach. So Youtube, Facebook, Instagram, all of the major internet players have banned pornography because they need to be able to reach as big an audience as possible to serve up advertisements. Monetizing NSFW content through advertisements has always been difficult if not impossible.
If you were surfing for porn back in the mid-2000’s, you probably saw a lot of advertisements featuring the Simpsons having sex with each other. That was the caliber of advertising on porn sites back then, and it’s stayed about the same ever since. NSFW sites are so desperate for advertising that they will take anything. All of the advertising on Pornhub looks bad, or contains images stolen from creators and put up without proper vetting. And half the ads on Pornhub are for Pornhub itself, anyway. This is what happens when your brand becomes NSFW, which is what happened to tumblr.
Tumblr never found a good way to monetize the massive amount of NSFW content it was hosting and that’s why everything is tumbling down. Ever since tumblr was acquired by another company, it has struggled to live up to its purchase price. The reasons are manifold, including incompetent management, difficulty selling ads, and the cost of moderation. What is so interesting to me is that the same pressures that tumblr is facing are the exact same as what its artists face: the internet is growing increasingly hostile to NSFW content.
It was always hard being a NSFW artist and it’s getting harder. Starting December 17, it will be much harder to be visible and get your art noticed. It’s already difficult enough to monetize our content. Patreon is a good tool, but even top earners are on a knife’s edge as the site’s payment providers are hostile to porn. I am also skeptical of where else we have to post our content. Deviant Art has a ban on sexual content. Pixiv is bound by Japanese censorship laws. There are few sites left where you can grow a following, like Twitter and Reddit, but I think it will be years before a new hub can develop, just like tumblr used to be.
Tumblr may be shooting itself in the foot and it has “good” reasons to do so. The reasons make sense given the broader trends in the internet and a social media landscape that accepts sexy instagram models until the second you see a nipple. As long as people are becoming more public with their identity on social media, so long as the under-17 market makes up a large chunk of internet consumption, the internet is always going to be hostile to NSFW artists.
But I know that this site has some of the most talented artists I’ve ever seen, who should be making way more money than they do. And then there’s the hobbyists like me, who do this to express themselves. And I like to think of this as an opportunity to adapt, and a chance to subvert the mainstream. I’m not stopping, and it doesn’t seem like anyone else is, either.
So if you’ve read this far, I’d appreciate it if you check out my other channels where I’ll be posting my art: