opinion

Strategies for Navigating Content Restrictions on Social Media

Strategies for Navigating Content Restrictions on Social Media

Welcome to the “seggsual” wellness industry, also known as the “s//xual wellness industry” or “s-eggs-ual” wellness industry. Why so many aliases? Because mentioning what we actually do can torpedo our marketing efforts on social media platforms. So, how can pleasure brands approach content creation to effectively drive social media campaigns — without running afoul of restrictions on what we can say and show?

Social Media: The Only Game in Town

Maintaining a strong presence requires making videos that educate, entertain, empower — and engage.

First, let’s address why this matters so much. Instagram, Facebook and TikTok have shifted the landscape, reshaping how the public accesses entertainment and information. According to a study by Forbes, 90% of 18-to-24-year-olds now prefer streaming over traditional broadcast television. With more than 5 billion users estimated to be on social media, it is imperative that brands maintain a strong presence on these platforms, since that is where pretty much everyone is spending their time.

Maintaining a strong presence requires making videos that educate, entertain, empower — and engage. Engagement is at the core of successful social media content creation. Video content must grab and hold viewers’ attention while building brand awareness and connection. Platform algorithms then reward successful creator accounts with higher visibility, the Holy Grail of brand marketing. Simple, right?

But, of course, there’s a catch. Let’s get into how platforms’ content restrictions make marketing in the sexual wellness space a very challenging task.

The Great Purge

In 2023, Meta led a mass deplatforming of sex-positive accounts, sending a very clear message about what kind of content is unwelcome on Facebook and Instagram. Under Meta’s prohibitive restrictions, and those of other platforms, content that violates policies about profanity or explicit language can get an account shadow-banned, limiting how many people can see your content.

This can be catastrophic, severely diminishing an account’s reach and stunting its growth — and repeated flagging can even result in the deletion of the entire account. That scenario is obviously a marketing nightmare, as it means losing access to a hard-earned audience and jeopardizing the brand’s positioning on social media. Yet this is the situation that has hamstrung many creators and brands within the sexual wellness industry.

So, how do we create engaging content without violating these policies?

Watch What You Say

The first line of defense is, unfortunately, self-censorship. Sex educators and brands that operate within the sexual wellness industry need to avoid language that may trigger an algorithmic red flag. To better understand which words fall into this category, check lists of banned hashtags. Then, camouflage such terms by replacing letters with numbers or using phonetic spelling. TikTok users have long used such methods to avoid restrictions around terms the platform deems offensive. For instance, “sex” became “seggs” and “dying” became “unaliving.” TikTok users have quickly adapted, instinctively understanding the meanings of this altered language.

While this approach can help you communicate your message while flying under the algorithmic radar, be aware that platforms are also constantly evolving and sometimes these strategies have limited success. Also remember to stay on top of flagged material, removing it as soon as it is highlighted to avoid further action against the account.

Nudge Nudge, Wink Wink

A second option is to make content seem superficially vanilla and innocent, replacing direct references to products’ functions with heavy innuendo. For example, some sex toy brands market themselves on Instagram as “electric toothbrushes” or “muscle massagers.” This cheeky inside joke not only avoids restriction violations but also builds a sense of camaraderie with followers, curating a feeling of “them versus us” with a knowing wink of the eye.

When it comes to visuals, those same restrictions preclude overtly showing sex toys that are anatomically realistic or phallic. Some sex toy brands, such as Cute Little Fuckers, have grinding toys shaped like aliens and starfish. These are great for content creation, since they are not automatically recognizable as pleasure products.

Give It Everything You’ve Got

The constraints imposed by social media platforms can leave sexual wellness brands operating with one hand tied behind their back, due to forces beyond their control. To help compensate for that disadvantage, make sure that every aspect of your content that you actually can control is firing on all cylinders.

For instance, tracking and riffing on the latest memes and trends can help make your content more relatable and sharable. Content that is emotive, funny and/or educational also has great sharing potential. Educational content should offer insight or insider knowledge, establishing the brand as an authority and projecting expertise. Having an in-house expert can help establish credibility. Gigi Engle acts as SexToys.co.uk’s in-house sex expert, lending quotes for media pitches and putting a human face on the site’s marketing. Finally, ensure that you are utilizing all of the platform’s functionalities, whether it’s stickers, GIFs, polls or questions. Ensure you have a clear call to action, channel traffic to landing pages and actively encourage users to follow your account.

By following a cohesive and comprehensive strategy, you can navigate restrictions on social media platforms, get past constraints and be truly creative in your social media output. So don’t be disheartened by these limitations; instead, use them as a framework to think outside the box.

Scarlett Ward is the affiliate and influencer manager at Little Leaf Agency, a PR and communications agency dedicated to sexual wellness.

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

Why Inclusivity in the Pleasure Industry Is More Important Than Ever

2025 has kicked off with a series of unsettling events. Tension and anxiety are high across North America as the unknown impact of tariffs, climate change and attacks on human rights loom ominously. In times of unrest, seeking pleasure is not frivolity but necessity.

Sarah Tomchesson ·
opinion

Tips for Keeping the Adult Retail Trade Show Momentum Going

Trade shows are a whirlwind of energy, excitement and opportunities. You spend days on a vibrant, buzzing show floor, making valuable connections and discovering innovative and exciting new products. You spend time, energy and money to be a part of this fabulous circus.

Rin Musick ·
opinion

2025's Top Tech Trends That Adult Retailers Should Know About

I just got back from the National Retail Federation’s Annual Convention & Expo, also known as “Retail’s Big Show,” where I walked the floor, sat in on key panels, talked with industry experts and influencers, and did my best to sift through the b.s. so I could report back to you all on the things you need to care about.

Sean Quinn ·
opinion

Understanding the Importance of Graphic Design in Sexual Wellness Social Media Marketing

In the world of social media, graphic design is more than just making things look visually appealing — it’s a vital tool in shaping and maintaining a brand’s identity. Your social media is your storefront, so aesthetics mean everything.

Hannah McManus ·
opinion

How Adult Retail Is Shaping Sexual Health One Customer at a Time

Remember back in health class, when they taught us about boundaries, consent and how many nerve endings are in the clitoris? Of course you don’t, because it didn’t happen. In fact, sex education is still severely lacking in much of the U.S.

Kimberly Scott Faubel ·
trends

Meet the Up-and-Coming Pleasure Brands of 2025

Over the past year, the pleasure industry has witnessed the emergence of new brands across various adult retail categories — brands that are now entering 2025 with ambitious goals for success and growth in their sophomore year.

Ariana Rodriguez ·
profile

WIA Profile: Nefertiti Mitchell

Local retailers are the backbone of the pleasure industry. Driven by passionate business owners who are deeply dedicated to sexual wellness, brick-and-mortar stores serve as safe spaces that uplift and delight customers — while greasing the wheels of commerce for manufacturers and distributors.

Women In Adult ·
profile

Industry Vet Mike Savage Discusses Comeback, Goals With Full Circle Distribution

"We never know where life’s going to take us,” says Mike Savage. He should know. The pleasure biz veteran, who describes himself as “a poor Irish kid from Philly,” first made his name in the adult retail biz over the course of a nearly 40-year career.

Ariana Rodriguez ·
profile

Sensually Yours Founder Shellee Rose on Boosting Sex Positivity in Hawaii

Honolulu pleasure store Sensually Yours has served Hawaii for 40 years, establishing itself as a top destination for adult products. Founder and President Shellee Rose says her most important strategy for achieving four decades of success has been prioritizing customers.

Quinton Bellamie ·
profile

Gregory Dorcel on Building Upon His Brand's Signature Legacy

“Whether reflected in the storyline or the cast or even the locations, the entertainment we deliver is based on fantasy,” he elaborates. “Our business is not, and never has been, reality. People who are buying our content aren’t expecting reality, or direct contact with stars like you can have with OnlyFans,” he says.

Jeff Dana ·
Show More