Pinterest’s Men’s Trend Report
Pinterest is for the first time releasing a report that dives deep into how men, especially Gen Z men, are using the social platform. According to Pinterest, Gen Z men represent more than 1/3 of Pinterest’s global audience, due to the platform’s less toxic community, and being perceived as a more positive, safer, and more trustworthy social media site.
Male users on Pinterest are prioritizing wellness and self-improvement. According to GWI, half of Gen Z and Millennial users say they take brand loyalty seriously, and like researching products online before making a purchase. Moreover, male Pinterest users are pinning purposefully, from building fitness routines, to discovering new aesthetics and passions. Interestingly, half of male Pinterest users self-identify as risk-takers and early adopters, which is reflected on their searches for unique styles, travel destinations, and tech.
To further support this growing demographic, Pinterest just launched a new Pinterest Man profile.
Health and Fitness
Pilates are no longer just for Pink Pop Princesses! Searches for Pilates by male users have increased by 125% and so has the search term “Pilates body”. Rock-climbing is also growing in popularity, and hydration appears to be a major concern for male users based on the growth in searches related to “hydration” and “electrolytes”.
Style and Self-care
Unsurprisingly, hair growth is a major concern for male Pinterest users, as is hair and scalp health. Search growth could potentially be related in the inescapable fact that Millennial men are now in their mid-40’s, but it also signals that male Pinterest users care about their appearance, especially when searches for terms like “tretinoin” and “skin health” have grown by more than 30%.
Searches for makeup for men are also growing, with “male nail art designs” growing by 115%.
Tech and Finance
Podcasts, AI automation, and Coding are also areas of interest for male Pinterest users, as is real estate investment, entrepreneurship, and financial planning. Having said that, it is frightful seeing how the search for podcast studio backgrounds have increased by more than 450%, the last thing the world needs is another guy with a podcast.
Family, Home Decor, and Gaming
Finally, male Pinterest users are hitting different milestones, with Gen Z men still pretty much focused on gaming, whereas Millennial men are more preoccupied with becoming better parents.
