Pinterest's growing demographic: Men
Why it matters: Their most frequent searches on the platform — dressing for Pilates, upping their skincare game and being better parents — contrasts with coverage of their online habits and hyper-masculine stereotypes.
The way they are using the platform for "aspirational, aesthetic and positive discovery," Mike Delmoro, senior manager of creator and media relations, tells Axios, "largely rejects the toxicity you might find elsewhere online."
By the numbers: Men make up a record one-third of Pinterest's total global audience of 570 million active users, the company said.
Zoom in: Men's searches on Pinterest spiked in key categories across lifestyle, family and style, according to internal search data collected between Feb. 2024 and 2025.
Pilates (+75%) and rock climbing aesthetic (+95%) inquiries were way up. Same for electrolytes (+45%) and hydration (+50%).
Men were also interested in how to "grow hair faster" (+150%), develop a "healthy hair routine" (+45%) and dry skin care routine (+45%). They sought out information on "male makeup" (+50%) and "male nail art designs" (+115%).
"Pinterest is typically seen as a place for people to go for inspiration for fashion and home decor. But these were really interesting areas for searches among men, because they're kind of outside of those typical use use cases," Delmoro says.
Across fashion, men looked for "goth guy outfits," grunge style and alternative fashion.
They were interested in tech and personal finance, too, with huge jumps in searches for "3D printer designs," "podcast studio background," artificial intelligence, "investing" and "budget planning."
"Instead of men coming to the platform to look for — like, wedding inspiration, big life events —then logging off after that, they're coming back repeatedly to search for inspiration for things that they do every day, like get ready for work and get ready for the gym," Delmoro says.
Parenting is something men are also trying to get right.
Their searches for "milestone pictures" — photos that document babies' earliest months — and "smart parenting" were up 415% and 125%, respectively.
The big picture: Pinterest, where users can create, discover and "pin" mostly visual content on customizable "boards," is commonly associated with women (and especially brides).
It's less of a social discourse space than X or Threads, and less driven by social currency and validation than Instagram or TikTok.
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