$7.22B in payments, 46 employees, zero marketing department — how incentive design turned 4.6M creators into the entire acquisition channel, and how apps replicate it.

OnlyFans didn't skip marketing — it outsourced marketing to the only people who could never stop doing it. The platform produces no content and buys no ads; 4.6 million creators promote their own pages daily because their income depends on it. The platform collects 20% and runs the rails with a headcount smaller than a restaurant's. Distribution follows incentives.

Inside:
• How 4.6M creators became the entire acquisition channel — no feed, no discovery, so every creator must bring her own traffic; each one owns her own funnel
• The incentive design — the four properties that make creators distribute like their rent depends on it: meaningful, recurring, instantly attributed, uncapped
• How apps replicate it without an 80% rev share — rev-share and bounty ladders at app economics, renewals-based payouts, the dashboard as half the incentive, publishing the ceiling

Plus the anti-patterns: flat fees dressed as incentives, capped payouts, bounties on a leaky product.

Design the incentives, and the distribution builds itself.