Fanfix, a content creator platform, expands into the Middle East during a global boom

The global and Middle East creator economy is experiencing unprecedented growth, as millions of GenZs and millennials turn to digital and social media platforms as outlets for their creative expressions. In 2023, the Creator Economy Report reveals that there are over 207 million creators worldwide, marking a staggering 314 percent increase from 2021.

This surge in the creator economy has given rise to various platforms, including Patreon and OnlyFans, which offer creators unique monetization strategies distinct from conventional social media platforms like TikTok and Instagram. Among the latest entrants capitalizing on this flourishing model is Fanfix. Co-founded by entrepreneurs Harry Gestetner, Simon Pompan, and social media personality Cameron Dallas, Fanfix has rapidly amassed a user base of more than 7 million creators across the globe. Notably, SuperOrdinary secured Fanfix in an eight-figure acquisition deal last year, and the platform is now officially expanding into the Middle East following a soft launch in March 2023.

Fanfix distinguishes itself as a "brand-friendly" and "clean" platform, as highlighted by Ally Salama, Director of Fanfix MENA. Fanfix's launch coincided with a period when some competitors, most notably OnlyFans, faced criticism for hosting adult content. Salama emphasized Fanfix's strong commitment to its principles, stating, "These platforms don't have our principles, and we're very stringent about our values and core principles."

“The global creator economy is a $250-billion market, with much of it still untapped,” and so, “we will witness the most significant paradigm shift over the next five years across the UAE and KSA within the creator economy in MENA,” he added. Although the platform is designed to be brand-safe, Fanfix does not work with advertisers just yet. “Creators aren’t able to fully rely on advertisement deals and they want a sustainable source of income,” he said.

“We know that none of the creators are able to respond to their messages on (other) social media (platforms), so we incentivize them to respond to their fans by getting paid to respond,” said Salama. “As far as operation goes, we are quite flexible, and we actually seek those who are as flexible to work with us because we are a Gen Z-based company, and the flexibility of work and operations has been a great advantage for us,” he added.

A key factor in maintaining the platform's "clean" image is a strict prohibition on nudity or adult content, enforced through a combination of technology and human content review. Furthermore, Fanfix requires all prospective members to undergo verification by a team of human reviewers. It's important to note that Fanfix operates as an exclusive platform, extending invitations to creators who meet specific criteria. These criteria include a minimum of 10,000 followers across various social media platforms, a minimum age of 18, and alignment with Fanfix's brand safety and content guidelines.

The company also maintains a "customer success team" that offers personalized support to creators to ensure they adhere to the platform's guidelines. In the Middle East, particularly in Saudi Arabia and other GCC countries, Fanfix has experienced remarkable growth. Salama noted that the MENA business has surpassed the seven-figure mark within the last six to seven months, marking an extraordinary ascent.

Fanfix has already signed agreements with regional creators such as Model Roz and Summer Bujsaim, who have collectively earned six figures in monthly income. The platform is also in the final stages of partnering with the popular YouTube star, Mo Vlogs.

While Fanfix is designed to be brand-safe, it does not currently collaborate with advertisers. According to Salama, creators seek a more dependable source of income than advertisement deals alone. Creators on Fanfix generate income through paid subscriptions and paid messaging. They retain 80 percent of their earnings, while the remaining 20 percent goes to the platform. Fanfix allows creators to set a monthly subscription ceiling of $100, enabling them to charge anywhere from $5 to $100 for monthly access to their content and from $5 to $50 for messages. Fanfix is also in discussions with brands, including one of the largest music brands, to create partnerships for creators on the platform.

Since its soft launch in March, Fanfix has concentrated on optimizing its infrastructure and technology while fostering the regional creator community. Recently, the company appointed its first customer success manager to directly assist creators. Fanfix MENA is also actively developing an Arabic version of the platform for future release. Salama pointed out that creators in the wider Arab region, not just in Dubai and Saudi Arabia, face challenges in monetizing their content, presenting substantial opportunities for growth. Therefore, the company is working closely with creators to introduce new features, including live streaming and personal wallets, to enhance their engagement with supporters and unlock further earning potential.