Pornhub är vad Facebook är i dagsljus och har 60 miljoner unika besökare. Varje dag (!).

För att inte den här artikeln ska upplevas som en hyllning till porrbranschen utöver vår fascination för det digitala perspektivet har vi valt att inte ha med bilder i artikeln.

Läs också:Rapporten som visar sanningen om hur vi svenskar konsumerar digital porr

Pornhub är två saker. En enormt stor sajt och ett nätverk av sajter. Inte för att du känner till dem…, men här är några av sajterna i nätverket: RedTube, YouPorn, Tube8, PornMD, Spankwire, KeezMovies, XTube andExtremeTube, Thumbzilla, PornIQ och Peeperz. Bakom Pornhub står ett bolag i Luxemburg som heter MindGeek och det är ett enormt konglomerat som många tror i princip har ett monopol.

Men det är inte det som den här artikeln ska handla om ifall du kände att det började bli lite ”Kalla fakta” över artikeln. Nej vi ska såklart gå vidare med ett strikt digitalt perspektiv. Här kommer 10 digitala insikter från som alla marknadsförare kan lära sig från.

1. Användarupplevelsen i centrum

Corey Price har själv en bakgrund onlinevärlden inte från porrbranschen. Corey har en klar bild av vem man konkurrerar med:

We see ourselves as trying to bring the overall online philosophy to adult. We’ve really always focused on our competitors being YouTube and Vimeo. We think about providing the best user experience.

2. Varumärkesfokus och kontinuitet av innehållet

MindGeek har byggt Pornhub nätverket till stor del via förvärv, men alltid respekterat de enskilda sajternas varumärke och design.

The history of a site influences the design. RedTube and YouPorn were Pornhub acquisitions. A lot of our design choices come from where the site was based and how it started out.

YouPorn was US-based and was always more ‘couple friendly’ and ‘female friendly.’ We have different content and ad rules on YouPorn.

We look at the history and especially the design history of a brand, but also the content and geographical focus. It’s important to us that they have unique identities.

Each site has its own managers and directors. Each one has a lead UX designer. There is a common pool of people but there are individuals thinking about the aesthetic. We made a constant effort not to copy each other.

För den vanliga porrsurfaren kan Pornhub sajterna se lika ut, men det kommenterar Corey så här:

We think a lot about what distinguishes the brands. It’s a real challenge with the big three – YouPorn, RedTube and Pornhub are all ‘the YouTube of porn,’ so it can be hard to distinguish them. But we work hard to do that.

KeezMovies is more pornstar personality focused, while ExtremeTube is niche and about fetishes.

3. Varlig agil utveckling för att inte skapa missnöje hos användarna 

In the beginning we’d overhaul sites when we acquired them, but that shocks and upsets existing communities. Now we try to slowly update and evolve them.

Pornhub hasn’t had a new site in six years, but each week something will change. It’s a slow evolution. We went from having a logo with a tagline to a flag logo to flat navigation.

Logos and colors have a huge impact on the direction we take. They in turn lead to some design functionality. Sites evolve over time, taking user feedback into account, but not being ruled by it.

4. Det handlar om delningar

We don’t want or need sharing buttons for Facebook – people wouldn’t use them. But, for instance, Reddit has big adult sharing communities.

We have a GIF generator which gets used a lot for /r/nsfwgif and /r/pics. A lot of people see things they think are funny and share them on Twitter. Often it’s about the porn parodies.

 5. Tester och ett ständigt experimenterande skapar produktutveckling 

Precis som Facebook, Twitter och andra stora aktörer arbetar porrsajterna extremt mycket med användartester och experimenterar för att optimera användandet och konverteringen.

Den ständiga utvecklingen har skapat tjänster som sökmotorn PornMD och listtjänsten PornIQ och Thumbzilla som är anpassad för mobilen.

Price förklarar närmare:

With something like PornMD, we think about utility. We said: ‘Wouldn’t be really helpful for users to have a mega-search engine?’ We looked at the best in adult search and the best features in mainstream search.

We like to experiment a lot. The genesis of PornMD was funny. Someone came to us with the domain porn.md and we said: “That’s such a good name, we have to do something with that.” Then we said, why don’t we make a search engine that’s the Doctor of Porn.

PornIQ is an amazing service. I love it. It’s a really cool way to deliver content. It solves one of the biggest complaints we had which was that people didn’t know what to watch.

 6. Lojala användare ger aktiv feedback 

Feedbacken från användarna är otroligt viktigt och det handlar inte alls bara om killar som vill bli skådelspelare. Price berättar om hur dedikerade och lojala användarna är:

People flag up security issues and we get lots of good feature suggestions. We get hundreds and hundreds of emails a day. But yes, there’s also a lot of guys (and some girls) asking how to become a porn star.

If anything there’s probably more functional feedback from men than women. Our tagline used to be “PornHub: Make you dick bigger” and women emailed to tell us that left them out. Then we said “It makes your pussy wet,” which was only marginally better. Finally we dropped it altogether. We got a lot of complaints about the ‘Female Friendly’ category so we changed it to “Content for women.”

We tried to be very active on Reddit, Twitter and on email. A lot of people seem to have noticed the design work across PornHub. They see that we picked up on the design trends. Lots of people want to work here!

7. Det finns en stor community som fungerar precis om Facebook

Most people aren’t interested or aware of the wider community. If you get into it, it’s almost like Facebook.

There are two types of people – those who want to interact and those who want to consume video. We worked really hard on Pornhub to create community functionality. Visitors want to see videos and the community wants the views.

It’s not that different from Reddit or Wikipedia, there’s mostly consumers and some producers. We have over a million unique accounts that log into Pornhub a month, but obviously we get 60 million visitors a day, so it’s a tiny fraction of them.

8. Olika varumärken och innehåll attraherar olika delar av världen

Pornhub is very US/UK now. YouPorn is big in continental Europe. RedTube is huge in South America.

9. Personalen uppmanas att använda sajterna hemma… 

When you’re at the office and looking at the site, it’s work. After a few weeks, you end up looking at the templates or placement more than the actual content.

You see bugs and features, instead of the videos. But at home, using the sites as a visitor, it’s a different experience. We definitely encourage people who work here to use the sites at home.

10. UI/UX teamet är överraskande litet…

Jämfört med andra sajtnätverk med motsvarande trafik har Pornhub färre front-end utvecklare och designers. Väldigt mycket färre…

In terms of UI/UX, we have around eight people working on that stuff. Obviously our front-end Web developers are also designers, same with the PHP and infrastructure guys.

We have a two-person team that builds our Flash and HMTL5 player.

… men det är många som arbetar med innehållet.

Vilka är det då som arbetar på Pornhub? Det måste vara en speciell typ av människor… eller?

Our designers have all come from agencies and other big websites. We all come at this from a UI/UX perspective. Great design is really important to us.

Källa: TNW

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