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Johnny Sins is dressed up like a doctor and looking at the camera. He’s got the stethoscope, the white lab coat, the whole deal. It’s not unusual for him—he’s made a career out of playing dress up—some days he’s a physician, others a janitor and sometimes he’s a high-powered businessman.
What is unusual for fans of his work is that this time he’s not taking the coat off and having sex on film.
Sins is one of the best-known male porn stars working today, a four-time winner of the Adult Video News’ Favourite Male Porn Star award. But today he’s keeping things relatively PG. Rather than getting busy in front of the camera, he’s taking fans’ questions on sexual health for the YouTube channel he shares with his girlfriend, fellow adult entertainer Kissa Sins.
Since launching in 2015 SinsTV has racked up over a million subscribers and almost 64 million views and has done so with relatively Safe For Work content. Sure, Sins is often shirtless, but that’s because one frequent topic he covers is his workout routines and triathlon training regimen. He does talk about the adult industry, putting out Q&As and offering advice to aspiring porn stars, but for every video that touches on his other career, there are more that belong in traditional YouTube genres: unboxings and food reviews and vacation vlogs with Kissa. Within the adult industry, Sins was something of an early adopter of YouTube, but now he’s just one porn star out of many who have pivoted to the platform.
Social media has become an essential part of the adult industry. Twitter is where performers preview upcoming scenes, advertise in-person appearances, link to Amazon wishlists, and share explicit behind-the-scenes photos and videos. Instagram is a more G-rated brand-building experience, with bikini and influencer-esque glamour shots of far-off places. Private Snapchat accounts are monetized by sending paying fans personalized content.
YouTube is where adult entertainers go to show a version of themselves that is closer to the real thing, where the focus is generally less on sex and more on the other things that excite them – food, travel, fashion, makeup and fitness tend to come up often in many stars’ videos.They are building brands not unlike any of the thousands of aspiring influencers on YouTube and proving the once bright line between adult and mainstream entertainment is becoming increasingly faded, one subscriber at a time.
“There’s a ton more room for fan interaction and I think that’s where the industry is going,” she said. “You can log onto Pornhub and see pretty much anything you want for free. But I think what people are craving is a more intimate experience with their favourite adult star. They can go online and learn about their life. On OnlyFans, they can chat directly with them and access their personal pictures and videos from their personal phone stash. It’s indispensable. I think it helps girls in the long run to build up a personal brand like that.”
Looking to diversify her revenue streams, Lore hired a social media manager to find sponsorship deals for her. She began posting paid content onto Instagram, where she has almost 230,000 followers, promoting brands like Fomo Bones CBD doggy treats. Now, she’s doing the same with her YouTube channel. While she first signed up with YouTube in January, 2018, she only started posting regularly a year later. In that short period, she’s become one of the most popular adult stars on the platform, with over 400,000 followers.
“I think I’m just showing people a real side to the industry,” she said. “I think a lot of people showed interest in that. It’s such a mystery to people, what is an adult sex worker like in real life? I grew up watching YouTube and YouTubers and I was always fascinated by that.”
“With the adult industry maybe I'm making about $1,300 a day and putting in a lot of work physically and mentally,” she said. “For YouTube, if I do a full video sponsorship I can land around $1,200.”
