It’s been well known for some time now that the social bookmarking site Pinterest is predominantly used by women making pin boards of recipes, fashion, interior decorating, and ideas for how to organize a closet. Riveting stuff, we’re not sure what men wouldn’t find utterly fascinating about all of that, but the tides seem to be shifting.
While Pinterest is a private company and doesn’t have to disclose all of its user information, we’ve known for a while that the majority (maybe 80%) of its user base is female. Pinterest doesn’t deny this but they want the world to know that they’re more than just a one-trick pony so they released some intriguing figures for us to digest while we re-pin that cute little dragon costume you can make out of toilet paper rolls and fuzzy dice.
For starters, the number of men using the platform has doubled in the past year. Pretty good start. Additionally, about 1/3 of all new sign-ups are men, making them a faster growth rate than the fairer sex. All these new guys jumping on the Pinterest bandwagon is promising for the social platform that’s seen significant growth in the past 18 months. They proudly boast that more men use Pinterest in total than read GQ and Sports Illustrated combined. Whoa, now we’re getting somewhere!
Much of the Pinterest’s model is based around inspiration and aspiration, where people pin the things they aspire toward. Moms have noted the phenomenon of “Pinterest Pressure” where they feel pressured to be so much more creative and crafty with all things in the home thanks to the things they’re seeing other clever moms accomplish. Men are starting to see the value in inspirational boards now too, taking advantage of the ability to curate their own boards of cars, gadgets, and toys they’d like to have or little shop projects they could see themselves pulling off some day.
With an increased interest in Pinterest from both sides of the aisle, marketers and businesses would do well to cultivate a presence in the world of pins. It’s a place for curating brand and interest, which can’t hurt when building value around your products or services.