Don’t be surprised to find out that Pinterest has a predominantly female audience. After all, how could it not since it’s technically a shopping-idea hub. Male usage has been growing, with the platform now reaching at least 27% of U.S. men aged 25 to 54. While not as broad and lucrative, that still presents some noteworthy marketing opportunities for more male-aligned brands and products. So the question now is, what do men Pin or search on the app?
In a rather timely fashion, Pinterest has published some new insights into male Pinner usage, which takes a look at how men vary in their use of the app as opposed to other users. The report aims to help marketers better plan their outreach for male Pinners.
Manly Pinning
As Pinterest’s data suggests, males users seem to have grandiose plans for 2022, getting back to achieving life goals after being disrupted by the pandemic. Pinterest explains:
“Our study showed a mix of big-picture intention setting (eat better, find work-life balance) and smaller shifts to have more fun (socialize more, spend more time with friends).”
These, while being fairly universal post-pandemic goals, stand to still be disrupted due to the resurgence of covid cases caused by the Omicron variant. However, that aside, what Pinterest further looks at is how men specifically mean to go about achieving these goals, and what purpose Pinterest will play in said pursuit.
Statistically, Pinterest deduces that:
55% of male users are looking to go to the movies more often
55% of male users are looking to go to restaurants
50% are looking to host house parties in 2022
60% are seeking new activities to do with their families
30% of male Pinners are looking to buy a new car
If you’re looking to cater to and better connect to the men who are actively on the platform, then these trends hold a couple of valuable and interesting insights. What’s more, Pinterest also says that around 75% of male Pinners are looking to spend more to achieve their goals for this year.
While it may not be the primary focus of your marketing efforts, learning about these kinds of usage trends and even experimenting with all sorts of Pin promotions does help you stack better odds in achieving positive engagement.
The Wrap
In the end, Pinterest highlights these three important tips, answering the question “What are Male Pinners Looking for in their Shopping Journey?” Those three are:
Male users are highly brand conscious. They are willing to pay more for brands that they know and trust.
Men make do with fewer searches before purchasing. Men are keen to essentially ‘hasten’ the process, highlighting the need to reach them early in their shopping journey.
Pinterest’s personalized shopping approach is a key benefit for male Pinners. 85% of male users note that that platform feels ‘personalized’ to them.
Again, while not overly emphasized, what’s important to note here is that there are a substantial enough amount of male users on Pinterest to have a dedicated marketing plan to maximize niche demographic reach and, to a higher extent, profit.
Subscribe to our‘Bottoms Up!’ Newsletter. Get the latest social media news, strategies, updates and trends to take your business to the highest level.
Please note:
This action will also remove this member from your connections and send a report to the site admin.
Please allow a few minutes for this process to complete.
