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Pinterest Shares New Insights into How Men are Using the App in their Shopping Journeys

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Pinterest Shares New Insights into How Men are Using the App in their Shopping Journeys

While Pinterest’s audience is predominantly female, male usage has been steadily growing, with the platform now reaching some 27% of US men aged 25 to 54. That could present a unique marketing opportunity for more male-aligned brands and products – but what are men Pinning and searching for in the app?

Today, Pinterest has published some new insights into male Pinner usage, and how men vary in their use of the app versus other users, in order to help marketers better plan and strategize their male Pinner outreach.

And according to Pinterest’s data, male pinners are looking to make big plans in 2022, and get back to their life goals after the disruption of the pandemic.

As explained by Pinterest:

“Our study showed a mix of big-picture intention setting (eat better, find work-life balance) and smaller shifts to have more fun (socialize more, spend more time with friends).

Which, of course, are fairly universal post-pandemic goals, which will still be disrupted due to the surge in the Omicron variant, but Pinterest provides more specific notes on how men, specifically, are looking to achieve these aims.

Pinterest says that:

  • 55% of male users are looking to go to the movies more often
  • 55% of male users are looking to go to restaurants
  • 50% are looking to host house parties in 2022
  • 60% are seeking new activities to do with their families
  • 30% of male Pinners are looking to buy a new car

There are some interesting, and potentially valuable opportunities within these trends, which could help to align your Pinterest marketing, if you’re looking to connect with men in the app.

What’s more, Pinterest says that 75% of male Pinners are looking to spend more money to reach their goals this year.

Again, while it may not be the prime focus of your marketing efforts, it could well be worth spending some time on Pinterest, and learning about the latest usage trends, and even experimenting with Pin promotions to see whether you can reach this engaged, active shopping audience.

So what are male Pinners looking for in their Pin shopping journey? Pinterest highlights three key tips:

  • Male users are highly brand conscious, and will pay more for the brands that they know and trust
  • Men conduct fewer searches before making a purchase, and are keen to get to the point faster in the process, underlining the need to reach them early in their shopping journey
  • Given this, Pinterest’s personalization in its search results is a key benefit for male Pinners, with 85% of male users noting that the platform feels personalized to them.

Which presents more opportunity to connect with these receptive, active buyers.

Other platforms have bigger reach, and much stronger male usage overall, but it is worth noting these latest trends and insights, and considering whether Pinterest might be worth experimenting with in your 2022 outreach.

You can read Pinterest’s full research report här.


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Five Ways To Make Your Startup Stand Out From The Competition

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Five Ways To Make Your Startup Stand Out From The Competition

Making your business stand out from others in a crowded marketplace is key to its success. High-quality products and services, a smart pricing strategy, and effective marketing are just the basics. The most successful entrepreneurs have a few extra tricks that separate their business from the rest of the pack.

Tell a strong story

Businesses need to do two things to succeed; be relevant and distinctive. As Steven Hess, founding partner at WhiteCap, explains, doing one without the other will lead to failure. “Being relevant on its own leads to a focus on price and an inevitable sublimation into the sea of sameness, and customers will not look for you,” he says. “Being distinctive without solving a problem leads to gimmickry and longer-term weakness. You have to do both, and one way of uniting the two is with a strong story.”

This could focus on the founder’s story, what led them to set out on their business journey, how they identified the problem they are solving, and how they are solving it uniquely. Stories can also be drawn from customers; how are they using your products or services? What problem does it solve for them?

“You also need to look at how your competitors are presenting themselves and then present yourself in the opposite way,” says Hess. “This will feel uncomfortable, and most businesses fail at this point. Why do ads for cars, financial services, estate agents, etc., look the same? It’s because most of us don’t want to stand out. We’re afraid to fail and be seen to fail. But if we are not being seen, being distinctive and solving a real problem, we’ve already failed.”

Focus your messaging on customer needs

A company’s messaging has to be focused on its potential customer’s biggest wants and needs. It should clarify what people will get if they buy from you, what transformation they will see, and how they will feel afterward. “Most importantly, it should communicate what people will miss out on if they don’t buy from your startup,” says business growth consultant Charlie Day. “When you shift your messaging from simply trying to grow a business and make money to focusing on your customer’s biggest wants and needs, the sales and growth will come, and it will set you apart from others.”

Target an underrepresented audience

This can be a powerful way for startups to stand out. “By focusing on a group that larger companies often overlook, they can differentiate themselves and appeal to a unique and untapped market,” says Vladislav Podolyako, founder and CEO of Folderly. “And by providing solutions to the specific needs and challenges of this audience, startups can establish a strong reputation and build a loyal customer base.”

For example, a fitness startup targeting older adults can stand out by offering specialized classes, products, or resources. By providing solutions to the physical limitations of older adults, the startup can differentiate itself from other companies, address the unique fitness challenges faced by older adults, and build a loyal customer base.

However, as Podolyako points out, this strategy must be carefully thought out. He says: “The startup may be associated with an older audience only, so you should work with PR agencies to get the positioning right and potentially think about creating a sub-brand.”

Differentiate your social media strategy

A unique voice and communication style will make you stand out on social media. However, it’s not just what you say but what you do that makes the difference. “If everyone is offering ‘how to’ tips on LinkedIn, create some short form behind-the-scenes videos. If everyone is doing special offers on Facebook, publish some tip-based stories,” says Catherine Warrilow, managing director of Daysout.com. “Make yourself accessible for customer support on the social media channels used by your audience, for example, via What’s App or Messenger.”

Respond promptly to customer calls

Making it easy for customers to contact you and get a response is vital for customer engagement and retention. Yet, businesses are surprisingly poor at answering their phones, listing phone numbers on their websites, and responding to voicemails. It’s a massive turn-off for customers, as a survey by global communications company Moneypenny revealed, with unanswered phone calls topping the list of consumer gripes, cited by 43% of respondents, followed by annoying hold music (35%).

Joanna Swash, Group CEO of Moneypenny, says: “Customers use the phone when they have an urgent or sensitive issue to discuss, so companies cannot afford to provide a poor call experience; business will be taken elsewhere. By mastering the art of call handling, businesses can keep their customers happy and loyal and boost the bottom line in the process.”

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Twitter Experiments with Reply Filters, Timeline Controls, and the Capacity to Search Your Tweet Likes

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Twitter Experiments with Reply Filters, Timeline Controls, and the Capacity to Search Your Tweet Likes

Amid the various large-scale changes at Twitter, the platform is also working on some smaller tweaks and updates, which may or may not ever get released, but could provide valuable functionality for many users.

First off, Twitter’s testing the ability to search through your Likes, so you can find out who, specifically, has liked your tweets.

That could help you glean more context when reaching out to someone, or just another way to understand who’s responding to your tweets.

And it could be particularly valuable as a research tool for marketers in understanding their audience and who they’re reaching with their tweets.

Twitter’s also testing a new way to filter your replies, which could be handy if you get a lot of responses to a tweet.

Tweet reply sorting

I mean, I’m not sure how many people are getting so many replies to their tweets that they need a filtering option, but for those that are, this could be a simple way to ensure you’re staying up on the most relevant responses and responders, to better manage your engagement.

Finally, Twitter’s also experimenting with new timeline settings, which would provide more control over your timeline and pinned lists.

Twitter timeline controls

Note also, in the middle screen, that Twitter’s developing an option that would enable you to hide your tweet view counts, which would provide another way to manage your activity in the app.

As noted, all of these are in test mode, with Twitter engineer Andrea Conway posting them for public opinion, before exploring further development. But they could be handy, and while they’re not game-changers as such (which may mean they get less priority), smaller tweaks and updates like this could be significant for certain users, and could make it easier to manage your tweet activity.

We’ll keep you updated on any progress.



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Fed-up accountant 'shocked and disappointed' after his Facebook account is taken down again

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Fed-up accountant 'shocked and disappointed' after his Facebook account is taken down again

A fed-up accountant has spoken of his “disappointment” after his Facebook page was taken down AGAIN. Last July, we told how Suleiman Krayem feared …

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