Pinterest Aligns Search Results to Gender, Appealing to Growing Male User Base
This week, Pinterest announced that search results will now be aligned to gender. The search adjustment is a smart choice as Pinterest's male user base continues to grow.
Site Hasn’t Escaped its Feminine Roots Just Yet
In addition to showing men’s products and content to male searchers, the site has also worked to masculinize the search process by differentiating its tag colors (for women, search “shoes” and the tag will be teal, for men, it’s forest green.) Comparing identical searches from male- and female-owned accounts shows that not all kinks have been worked out, though. When searching for “shoes” from a man’s account, for example, site-suggested descriptors still include “heels,” “cute,” and “wedges.”
Opportunities to Reach Male Users Remain Untapped
Because of the relative lack of content for men, there’s less competition for views than there is for similar content aimed at women. Now is a good time for marketers and publishers to push male-oriented content on the site, before it becomes oversaturated and corrupted by search engine optimization.
Also worth noting: when searching for products (for both men and women), brand names come up as site-suggested descriptors. Brands would likely benefit from looking into this. The placement may be paid, or could be boosted organically through some strategic pinning.
Pinterest ‘s user base is currently 71% women, however its male user base grew 73% year over year in 2014. Men are the site’s fastest-growing demographic, with one third of new signups in the United States from men— and close to half in other countries.