Writing about sex in femtech — is there a line?
People are getting more raw and real when it comes to writing about sexual health content, and we're all healthier and happier for it, right? But is there a line for femtech brands? Can we offend? Should we care? Here’s everything you need to know.
There are some upsides to the crazy world that is the internet, and one of those is the game-changer that is democratized information and giving a platform to voices that were once marginalized. This has paved the way for the rise of sexual health content and the much neglected area that is female health more generally. We're seeing more and more bloggers, writers, and now femtech brands tackling the topic of sex head-on — about damn time!
What to know before you start
Naturally, if you’re a femtech brand set on becoming a household name for women all over the world, you might be wondering if there’s anything you need to know about creating authentic sex content. Most importantly, is writing about sex going to cause your femtech brand any harm? The answer, like most things in life, isn't black and white. It's a spectrum, but we’re here to help you navigate it. Here are some things to think about before you get started:
Intent — What's the purpose of your writing? Is it to educate, empower or entertain? Ensuring your content has clear intention and your brand is looking to add value can play a huge role in how your content is perceived. If your aim is to educate, for example, you can illustrate this in in a sex education piece by including references to reputable sources throughout. Avoid writing about sex for the shock factor or because it’s buzzworthy — people will be able to see right through you, trust us.
Audience — Who are you writing for? What are their values, beliefs, and sensitivities? Understanding your audience is crucial in determining what's appropriate and what's not. Similarly, using the wrong tone with your audience could easily mean you miss the mark when creating authentic sex content. You don’t want to sound like an awkward parent talking about “the birds and the bees” when you’re targetting Gen-Zers do you?
Inclusivity — It’s important to acknowledge diverse sexual experiences and identities. If your piece is aimed specifically at those who identify as women it’s best to make reference to this at the beginning of your content. If your content is designed for a wider audience, you can use broader terms like "penetrative sex" or "partner" over relationship-specific language. Again, the more you know about your audience, the better.
What not to do when you’re writing about sex
Yes of course, plenty! When aiming for the delicate balance that is relatable and credible, femtech brands should avoid several pitfalls in their sex content. Here’s our list of ‘what-not-to-dos’ but if you’ve encountered others please tell us about them so we can add to it. Femtech brands who share what’s relevant, stay relevant. Okay, here’s the list already.
Avoid overly clinical language. Using jargon will alienate your audience and make your content feel impersonal.
Be careful of slang and unprofessional language. Equally, being too casual about things could erode trust in your femtech brand. Relatability is key, but you’re still a professional.
Steer Clear of Perpetuating Harmful Stereotypes. Avoid generalizations about sexual experiences that can exclude or offend. Not everyone is straight, not everyone has penetrative sex, not everyone likes sex. Not everyone is anything, and that’s what makes us all wonderfully unique.
Don't Sensationalize or Exploit Sensitive Topics. Avoid shock value tactics that erode trust and can be harmful. You know how infuriating those shock-factor-fulled, click-baity titles are, so don’t do it! Wrist slap.
Never Offer Medical Advice Without Proper Credentials. We can’t stress this one enough. If it’s not your area of expertise, maybe write about something different or ask an expert to weigh in. Always reference - misrepresenting scientific information can have serious consequences.
Don't Try Too Hard to Sound "Relatable". Relatability can come across as inauthentic and cringy. You don’t need an example, just think of that teacher at school who tried so hard to be “down with the kids”.
Avoid Being "Cringy" With Your Sex Content. Pretty similar to the above, but this time remembering to be mindful of language and tone, avoiding overly suggestive or awkward phrasing - you don’t want your femtech brand to give people the ick!
Be inclusive where you can. Unless you’re writing a piece for a group of people who identify as a specific label, make sure the language is inclusive of all, and that you are not accidentally excluding anyone.
Will it be good for my femtech brand?
For many reasons, now is a brilliant time to start creating great sexual health content. Here’s what we’re seeing in the current femtech landscape:
Increased openness: Overall, attitudes towards sex are becoming more tolerant and liberal. People ar more willing to talk openly about their experiences, desires, and questions. This is reflected in the content we consume, with more writers pushing boundaries and challenging traditional norms.The normalization of sex: Sex is increasingly portrayed as a normal and healthy part of life. We're seeing a move away from shame and secrecy towards acceptance and celebration. This normalization is crucial in dismantling harmful stigmas and promoting sexual well-being.
Inclusivity is key: The conversation around sex is becoming more inclusive, encompassing a wider range of identities, orientations, and experiences. There's a growing emphasis on representing diverse perspectives and challenging heteronormative narratives.
Consent is non-negotiable: In the age of #MeToo, the importance of consent cannot be overstated. Any writing about sex must prioritize consent, respect, and bodily autonomy. There's zero room for ambiguity or misrepresentation when it comes to this fundamental principle.
The role of humor: Humor can be a powerful tool in discussing sensitive topics like sex. It can help to break down barriers, ease discomfort, and make the conversation more approachable. However, it's crucial to ensure that humor is used responsibly and doesn't perpetuate harmful stereotypes or objectification.
Data and Dialogue: Statistics show a significant increase in open conversations about sex, particularly among younger generations. Social media and online platforms have facilitated these discussions, with people sharing their experiences and seeking information more freely.
To write about sex or not to write about sex?
Obviously it’s totally what you’re comfortable with, but we say a great, big YES. If you’re lucky enough to be a femtech brand in the sexual health or women’s health space, there’s a lot out there to say it will be well received. Of course it requires sensitivity and awareness, but done right you could be contributing to a more open and healthy dialogue around this essential aspect of the human experience.
In conclusion, the world needs more honest conversations around sex, so what femtech brand wouldn’t want to be at the forefront of such positive change? We say go get ‘em.