Attention spans are shrinking across all types of media. No matter how innovative a concept may be, if it doesn’t stop the scroll, it’s quickly forgotten. That’s why Netflix has intentionally been simplifying its content, with executives directing writers to create scripts that are less complex and nuanced, and more second-screen-friendly.
Distraction reigns, attention is a scarce and valuable resource, and the three-second scroll is undermining many brands. In this frenetic new world, what social media strategies can sexual wellness brands implement to get noticed and get their message across to users?
Whether providing sexual health information, safety tips or a lesson in pleasure anatomy, experts can create Reels, TikToks and other short-form content that blends education and entertainment in digestible portions.
Hook them with visuals
If you want to stand out from the crowd, design is your best friend. On social media, brand identity is closely tied to design, helping you remain memorable in consumers’ minds. For instance, sexual wellness retailer Babeland has solidified its signature aesthetic with soft pinks, playful graphics, and clean yet accessible copy that attracts followers and encourages them to pause their endless scrolling. Meanwhile, the German brand Fun Factory employs bright, joyful, toy-forward visuals.
If your brand’s post contains clinical product shots or images that feel generic, you won’t have a chance of getting past the three-second scroll. Instead, capture attention and spark curiosity by visually curating your feed through color and a consistent, authentic style.
Influencers, sex educators and reps: The ‘face’ of the brand
The Instagram algorithm prioritizes faces over products, which is why collaborating with brand representatives and influencers can help your brand achieve the desired results. Additionally, people tend to remember individuals rather than products — especially when the individual is someone whom they trust as an authority in the sexual wellness space.
This is why campaigns featuring authentic creators tend to perform better. When Zachary Zane launched his book “Boyslut,” he partnered with Fun Factory for a co-branded campaign and product release that included a limited-edition bi pride toy. While a product was being promoted, it didn’t come across as overly sales-oriented. Instead, it conveyed a story and developed a narrative based on the themes in Zane’s book. Collaborating with the right influencers and brand representatives can enhance recognition, build trust between an audience and a brand, and foster community.
Partnering with sex educators can achieve similar results. Followers are more likely to trust and connect with a familiar, friendly face providing valuable education in a time when misinformation is widespread. Educators can add depth to a brand’s digital content, especially in an industry where consumers may have questions they are too shy to ask. Whether providing sexual health information, safety tips or a lesson in pleasure anatomy, experts can create Reels, TikToks and other short-form content that blends education and entertainment in digestible portions.
Meaningful campaigns that say something
Campaigns aren’t just a clever PR strategy; they can also translate into engaging and effective social media content. By leveraging social media, the right campaign can elevate a sexual wellness brand into a broader conversation.
For example, Little Leaf Agency partnered with SexToys.co.uk for a campaign called “The Missing O,” which raised awareness about multiple sclerosis and sexual dysfunction. That campaign engaged members of the MS community and collaborated with the organization MS Together to break the silence around an underdiscussed topic. For King Charles’ coronation ceremony, the brand launched a “Long Live The Fu*king” campaign, which included a protest coinciding with the ceremony. This tongue-in-cheek campaign grabbed attention and earned coverage by capturing the brand’s punk rock voice and identity while asserting that orgasms are a birthright, not a privilege.
By addressing real-world issues, these kinds of campaigns ignite conversations online and draw attention beyond the brand’s own feed. Embracing social and political moments can help you rise above the endless scrolling and establish your brand in the minds of social media users as one that isn’t afraid to speak up.
Surviving the scroll
Marketing in the sexual wellness sector has always been a challenge that demands creativity. This was true long before social media even existed. While our current age of distraction offers some daunting obstacles, the steps and guidelines listed above represent an opportunity to be as bold as the present moment requires — and thrive as a result.
Naima Karp is a content writer and PR intern with over a decade of experience crafting lifestyle, sexual health and wellness content for various platforms.
