Mostly thanks to the #FriskyFriday photo upload campaign.
#FriskyFriday asks girls to tweet pictures of themselves every Friday so that Playboy can choose a weekly winner. The original idea started with just Playmates, but amateurs soon jumped on the bandwagon.
Playboy's social media manager Allie Sullivan launched the campaign in 2010, and told The Next Web that it's been a huge success.
She said: "When we first started #FriskyFriday we would retweet anywhere between 8-12 images on a Friday. Now, we typically retweet about 60 images, retweeting anywhere between 5-10 minutes over 10 hours.
"We started using the hashtag #FriskyFriday so that our followers could view them by checking the retweets out at Playboy, or by simply following along at the hashtag.
Every Friday, the platform generates around 50,000 mentions and 350,000 clicks, in turn boosting site traffic, followers and engagement.
Playboy has monetised its social media campaigns in association with media channel HBO and the forthcoming American Reunion film.