Pinterest's male audience is booming. Here's what they're searching for
The company's first-ever trend report reveals that male users now make up more than one-third of its 570 million global active users. That equates to over 171 million men, most of whom are part of Generation Z, according to Pinterest. Interestingly, these men challenge the typical stereotypes of social media behavior.
'Our data paints a picture of a nuanced group of male users on Pinterest that largely rejects the toxicity you might find elsewhere online—and engages with content in positive, authentic ways,' the company wrote in a blog post.
Pinterest has been on a roll lately. Its stock is up more than 25% year to date, and it has risen 34% in the past year. The company is scheduled to report its Q2 earnings after the bell on August 7, and Wall Street expects a 14.2% year-over-year increase in revenue.
This influx of male users is engaging with a wide range of content, from Pilates to smart parenting. Many are also turning to Pinterest to research products before buying or to find unique travel destinations, the company said.
To attract even more men to the site, Pinterest has introduced a 'Pinterest Man' hub, where male users can explore trending topics and shop the latest styles. This move may intensify competition with TikTok, which is projected to draw over 50 million buyers to its TikTok Shop this year, making it the fourth-largest social commerce platform in the U.S.
Here's a closer look at what men are interested in on Pinterest.
Health and fitness
Well-being is a key driver for men who join the platform. Searches by male users for Pilates and rock climbing are surging, with Pilates outfits up 300% and rock climber searches up 115%. Interest in health hacks like electrolytes and coconut water is also climbing (both up 45%), along with searches for hydration, which are up 50%.
Style
According to audience insights platform GWI, half of Gen Z and millennial men on Pinterest care about their appearance. This has sparked increased searches for grooming and fashion tips. Healthy hair routines, such as using sea salt spray, have surged, along with skincare trends like microneedling, which some believe has anti-inflammatory and antiaging effects.
There's also been a 115% spike in searches for male nail art designs and a 230% increase in men's facials. On the fashion front, Goth and grunge looks appear to be making a comeback. (And—fair warning—searches for jorts are on the rise too.)
Next-gen tech
If you thought 3D printing was fading, think again. Men's searches for 3D printing designs are up over 1,200%, outpacing even the 800% jump in AI video and the 265% rise in programming tutorials. Fintech is also heating up, with investment app searches increasing 620%.
Home, hobbies, and family
Interests vary by life stage. Gen Z users are diving into gaming content, with a 590% increase in searches for League of Legends characters. Millennials, who are entering parenthood, are searching for advice on everything from smart parenting to screen time—with 'daddy and son' searches up 415%. Home decor is also gaining traction among this group.
'On Pinterest, men are finding a community that empowers them to pursue their unique interests with confidence,' the company wrote.
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