Long considered the domain of females, Pinterest is fast becoming a man’s world. Well, ok, that might be a bit of an exaggeration, but the growing numbers of male “pinners” is making brands think twice about their social media strategy. Last week, Pinterest — the web and mobile application network that allows users to collect and share visual bookmarks from around the web — announced that it doubled its U.S. male user base in the last year, with men now accounting for one-third of new sign-ups. According to the company, more American men use Pinterest than read Sports Illustrated and GQ combined. Whoa.
Why is this significant? Because brands now have yet another avenue — beyond LinkedIn, Google+, Twitter, Facebook and so forth — to reach both their male and general audiences. Traditionally, Pinterest has attracted a mostly female crowd (70%-80%, in fact) – one that shares pins pertaining to weddings, crafts, home décor, and clothes. Consequently, brands that cater to this demographic have achieved record levels of success via targeted campaigns. Companies like Etsy, Brides.com, Urban Outfitters, and Williams-Sonoma all boast active followings on the social network and have boosted their profile through the creation of branded content specific to the site. In other parts of the globe, particularly emerging markets, the Pinterest gender divide runs closer to an even split, proving the platform can engage both men and women.
Already, some traditionally “masculine” brands like ESPN and Mercedes-Benz, have established a strong Pinterest presence, actively courting their (mostly) male consumers with boards dedicated to car design, classic car shows, fantasy football, tailgates, and “game time grub”. Other “manly” boards you might stumble across? There’s Motor Trend, Muscle & Fitness Magazine, Major League Baseball, the National Hockey League, and, oh yeah, Chuck Norris.
So, if you’re looking to tap that male demographic with a social media marketing strategy that’s perhaps a little different, consider adding Pinterest to your marketing arsenal. And be sure to let us know how it goes!