UPDATE: It’s our 15th Birthday, folks! And we’re in a celebrating mood. When we celebrate, we like to give back to you, our loyal readers! We’re running a contest and giving away Thousands Of Dollars of Free Memberships and tokens to some of the top adult sites as our thank you for your loyalty.
RabbitsReviews has been around for 15 years and is the most visited porn review site online. But as the saying goes, “Rome wasn’t built in a day.” You may know some of our reviewers, including myself, but the man behind the site, the one who created it all, is Mantas M., AKA Rabbit. I sat down with him to ask about his beginnings, successes and struggles related to creating and maintaining the Rabbits brand.
Hi Mantas! Let’s start with the “why.” Fifteen years ago, you decided to start RabbitsReviews. What was your motivation for creating it?
I was still in school doing my Masters in business, procrastinating and downloading a lot of porn! One day, while I was browsing some sites, I saw a link that said: “make money.” I clicked it and realized that companies were paying people for referral sign-ups. So, I started promoting those through various Yahoo! groups I was moderating at the time and realized that people were looking for something of value. So I started taking screenshots of member’s areas to give people little previews of what’s on the other side. People were interested. It broke down the barrier and made the process more transparent and easier for them. I realized a full review site would make sense at this point and that’s when Rabbits Reviews was born.
What were you doing before you started RabbitsReviews?
I was in school. Instead of finding a job, I saw this as an opportunity to create my own business. The labor market was tough back then. I saw friends that were fresh out of school taking low-paying jobs or jobs that just weren’t that interesting. I stayed in school, did my Masters, but was always an entrepreneur in my [mind]. With Rabbits, I was creating my own thing, being my own boss and that was exciting.
I imagine you faced some challenges in the beginning. What were some of the biggest roadblocks you encountered?
Early on, I was writing all the reviews myself. I started by writing about the content I liked. But after the first few dozen, you inevitably have to write about the stuff you don’t necessarily enjoy. So, the first challenge was asking myself if I could write, as a hetero man, fair and accurate copy about gay and trans content.
After 100 reviews, I hit my first real case of writer’s block. I could not write anymore. It would take me countless hours to write something that would end up sounding repetitive. I realized I needed some help, so I found two writers to help me. Today, they’re still part of Rabbits! [A.K. and Will]
Then came the real challenge. Once I saw that there was potential to extend this to more than a one-man operation, I had to set up an office, hire employees, determine salaries, etc. That was all new to me. Then I had to manage all of this growth without any outside capital. Any money I was making was going back into the business while my competitors were already making millions.
Tell me about some of the earliest long-term goals you set for yourself?
I always strive to be #1, maybe #2 at best [laughs]. I wanted to create a brand that speaks to people and was instantly recognizable. My goals were never financial. I wanted to create a reputation that both customers and partners respect.
At the time, what was the best resource for learning about the porn industry?
I actually went in somewhat blind. I was tech and web-savvy. So that, combined with my business and marketing background, made it easier. But two months after Rabbits launched, I wanted to learn more, so I started attending expos, the first being The Qwebec Expo, which coincidentally launched the same year Rabbits did. Many of the people that I met at that show are still my friends and collaborators today. From that point, I attended several shows a year to not only expand my network but expand my knowledge and stay inspired.
When you first started, did you have mentors and role models?
I did, but I would say they were more my friends than my mentors. They took me under their wing. One such guy was Clay from Vendo [formerly Local Billing]. There was also Alex from VideoBox, Fred from Brain Cash and Rick from The Best Porn [who would eventually sell it to us], who was one of my biggest inspirations. These people became my good friends. It was less about mentorship and more about exchanging ideas and advice with each other.
What were some of the earliest signs of success that told you RabbitsReviews was gaining momentum in the industry?
It was all about seeing love from Google in the early days. We kept on growing organically and were ranking high on Google for all these major adult keywords. It gave us a lot of credibility and people started to notice. Partners knew [that] the quality of traffic we were receiving versus the traffic other sites were getting was much higher.
Was there anything about the porn industry that shocked you?
[Laughs] I certainly met my fair share of both colorful and shady characters through the years, especially in the early days. Business-wise, it’s a very fun industry to be in. People are relaxed, informal and entertaining. But I was shocked by how some people and companies weren’t willing to adapt to new technology and ways of doing business. They just complained about the changes. Their mindset was, “Let’s make a quick buck and run.” But they stayed stale and when tube sites [like PornHub] came along, they got destroyed.
What’s the biggest risk you’ve ever taken?
One of the biggest risks is when we acquired The Best Porn. It was risky in the sense of how much we paid for it. There were risks involved everywhere when it came to the handoff, the handling of information, making sure we could sustain and continue promoting it. But personally, I tend to take calculated risks rather than spontaneous ones. I always try to look ahead and think of every possible scenario.
Where does the name “Rabbits Reviews” come from?
I was looking for something that was iconic, something that could be quickly related to sex but without being overly sexual. Truthfully, I was inspired by Playboy. They had the bunny that was cute, still had that sexual connotation and was instantly recognizable, which is what I wanted. A friend of mine then designed a logo for me that seemed to really register with people. It’s evolved over the years, but I think our logo has achieved exactly what we set out for it to do and that’s to be instantly recognizable.
Who, or what, are your biggest sources of inspiration these days?
I like to attend both adult and non-adult events and expos, just to see what else is out there and seeing what opportunities or practices I can bring back to adult entertainment. I also read a lot and try to find some time to meditate and do yoga. There’s nothing that hinders creativity more than stress. Yoga and meditation can really help you open your mind to new ways of seeing things.
What would you say you’re most proud of when it comes to RabbitsReviews?
Our longevity. The fact that people still trust us and come back to us after 15 years. We’re #1, bought TheBestPorn and now run both them and our site, Rabbits. I’m very proud of that.
Knowing everything you know about the industry today, what advice would you give your younger self?
Take more risks. Don’t be afraid to make bigger acquisitions because they will pay off in the long run.
What are some of the things you look for before entering into a business partnership? Is there anything you consider to be a dealbreaker?
First, my interest is always to protect the customers from companies I think are shady or overly aggressive. If we see a site that has any content we deem to be questionable, we make it known to them that we will not do business with them if those scenes are not taken down and that includes anything such as simulated rape, incest, scat, non-consensual violence. etc. If a site runs that type of content, or anything especially illegal or immoral, you will not see them on Rabbits.
Where do you see RabbitsReviews evolving in the next 15 years?
Fifteen is a long time when it comes to the internet! It’s hard to say what will change about Rabbits then, but I can say that one way we are changing now is by introducing Top Tier reviews soon. We’re going to look at the biggest brands, the ones we know are here to stay, and talk about their brand, their history, the producers, etc. But what will come of Rabbits in 15 years? I have no idea. But what I can promise is that we will strive to remain that voice for consumers by pushing consumer rights and advocacy at all times.
Don’t Forget
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