The Missing Demographic of Pinterest


For the world of retail, we are entering into one of the most competitive and important seasons of the year. It’s that time of the year again where the masses gather outside of retail stores, blanketed in darkness, with visions of Black Friday deals in their heads.

For many retailers, Pinterest has become a cornerstone of their marketing efforts. With the ability to pin your own visual content, articles, videos, gifs and more, Pinterest offers a unique experience for consumer and retailer alike to engage and share unique finds and deals.

But there is one gaping demographic that is missing from Pinterest: Men.

Let me being with a quick disclaimer: I am writing this from my own perspective, as a heterosexual male in a monogamous relationship with an amazing wife. I realize that this post might not fit the demographic of every single (as an individual, not in their relationship status) person who identifies themselves as “male.”

So, when I joined Pinterest, and saw what it could do, my only question became, “Why are more men not on Pinterest?” I know it’s full of recipes, and plans for crafty things to be done around the house; with an 80% female majority of users, it can be very unfamiliar terrain for many of us. I joined Pinterest during the invite-only days. I’m always curious about new and creative networks that come out. I even recently joined Ello, though I’m still not sure why.

It dawned on me a few months ago that a lot of men, myself included, were missing out on something. Pinterest was giving us the ability to see something that had been elusive to many men in relationships. And this led to one reason why more men should be on Pinterest.

It tells you what women want.

This isn’t meant to sound sexist at all. Pinterest allows the women in our lives to create boards of project ideas, things they like, items they wish they had, products they would love to purchase, recipes they want to make, etc.

For years I would scratch my head and try to remember the subtle hints from throughout the year on what would be great gift ideas for my wife. I would try to make a note and remember them. I would take a quick sneaky photo. And that all changed for me last Christmas.

Last Christmas, I logged on to Pinterest, and looked at my wife’s boards on her account. It was like finding a treasure map. No more guessing, no more anxiety, no more “not-so-subtle” inquiries to be made. She had laid before me, and the rest of the world, exactly what she likes (with links too!), what sparks her interest, and her project ideas.

Some retailers like Target have really captured this idea, marking products that are highly pinned from their website in the store. It catches your eye to see the Pinterest logo while browsing through the aisles.

This year, if your significant other is on Pinterest, it behooves you to make an account. It’s a beautiful thing to be given such a gift as knowledge.

Author Bio

AJ Montpetit is a Social Media Marketing Evangelist, creating and implementing innovative and creative steps to build clients community online, using the right tools, for the right audience, in the right way. Everything from text messaging plans, to video productions from start to finish.

He is currently contracted to do social media for the Mayo Clinic.