Why don’t men use Pinterest?

Just the Facts

If you have any predilection toward the social world, whether you are a brand manager, an agency wonk, or live the simple life of posting on Facebook from time to time, you know what Pinterest is. If you are reading this blog, you likely also know that, for the most part, men do not use the site. Depending on which measurement you trust more, the demographics of Pinterest are anywhere from 60% women to 90% women. The truth lies somewhere in between, yet it is clear that women dominate the platform.

The question, then, is why? Facebook demographics show a fairly even split among users, one that mirrors the general population. Twitter leans a bit toward the female side, but not enough to be revolutionary. In fact, while most social platforms lean one way or another, they are within reasonable proximity of the general population split on gender.

This makes Pinterest a unique gem for companies targeting women, and also raises questions for companies targeting men.

Why Does it Matter?

In all honesty, it probably doesn’t really matter. If a brand wants to target men, there are ways to do so. However, it is difficult to ignore the SEO benefits of a site like Pinterest, as well as the social ramifications of ignoring one of the fastest growing platforms in the social sphere. Pinterest is not going away, and big brands like Nordstrom are not only bringing Pinterest into the store, but are using Pinterest pins and repins to determine which items get prime placement in the stores. Moves like this continue to build relevancy for Pinterest, and continue to force brands to seriously consider Pinterest as an addition to their content marketing strategies.

In other words, there is gold in them thar hills, and brands are going to be drawn by all that glitters. The problem for “manly” brands is that their efforts on the platform may fall flat, as the audience just isn’t there. Yes, some men use the platform. In fact, we know more about the differences in how men and women use the site than we do about why the people who use it actually use it.

For example, men tend to use the site as a place to chronicle things they have bought or plan to buy soon. Women use it as a “wish list” of sorts, with the intent to buy much lower than that of men. The aspirational theme of Pinterest, the “Look at what I could do” factor, does not seem to register with the male audience.

If men do have a higher intent to purchase for their use of Pinterest, luring men into the realm could be a boon for brands, and could yield purchasing trend data that brands need to stay ahead of the game. The problem is… the men just aren’t there in large enough numbers.

The Science (Or Lack Thereof)

Pinterest is still relatively new, and is still ranking on lists of top start-up companies. The science behind the anecdotal evidence is not solid, yet. No doubt it will be, and many brands may be waiting for that hard data before making the move. Right now, however, the brands that move the fastest in the social realm need to make a choice.

An informal poll by Gage employees on their personal social accounts yielded the same anecdotal evidence that is also seen on websites and blogs. Asked why they don’t use Pinterest men said:

“I don’t get the purpose of it.” (Confusion? Lack of direction?) 
“It is designed for women, just look at the pink entrance with the fancy script writing.” (Ignorance? Poor design?) 
“Pinterest is a place for my wife to come up with ideas for things I have to do.” (Belligerence? Unwillingness?)

There was also a much more pragmatic answer that came back with some frequency. Pinterest is just not something the men responding made time for. Many saw it as a duplication of efforts. One response read, “If I want to curate pictures, I have Facebook. If I want to find pictures, I have Google.”

Again, all of this is anecdotal, but the evidence is mounting. The science will follow in due time, but brands don’t always get the benefit of being patient. To act or not to act involves more than waiting for the data to tell a brand manager what to do. Instead it comes down to: is my audience there, will they be, and how do I communicate with them if they are or will be?

It is not a brand’s job to make Pinterest appealing across demographics, only to be present where the audience is. With the information we have at hand, there are men using Pinterest, and they have buying intent, there just aren’t as many as most brands would like to see.

The Choice

Brands are left with a Pascal’s wager for the social age. If the brand is targeting men, and the men aren’t there, does it hurt the brand to be there? The answer is complicated, and based on budget and time constraints, but being on Pinterest is not going to damage the brand’s reputation. In fact, if a brand targeting men were to draw men in on the platform, they could be seen as pioneers. Not using the platform likely doesn’t hurt the brand, either, so long as the men they are targeting stay away from the platform.

Being present on Pinterest can’t hurt the brand, but it may not help. Not being on Pinterest won’t hurt the brand, as long as nothing changes, but it certainly won’t help. The science doesn’t exist yet to give brands a definitive answer, and anecdotal evidence can change in an instant. So what is a brand to do?

As with any social platform, ask if it fits your business objectives and your strategy to achieve them. Then, when and if your brand is ready to take on Pinterest, give us a shout. We’d be happy to help you find your audience.