Reaching men on Pinterest isn’t the easiest task, but if you know how to speak their language you’re one step closer. ‘Pinning’ to a male means nothing more than a victory hold in wrestling, leading one, such as our beloved Hulk Hogan, to yet another gold belt. You would be surprised how the medium of online marketing has changed the term ‘pinning’ to target men outside of the ring. There are no choke holds or body slams, yet the number of males who are interested and involved in pinning are increasing daily.
The battle of men vs. women on Pinterest are no where equal in numbers just yet, and I don’t see it heading towards any sense of equality between the sexes. However, the intent to create this to become much more desirable to a male audience has been established. Pinterest is a mark that many marketers targeting men are missing, often due to associating the platform with nothing more than wedding dresses and wall decor.
A whopping 82% of women dominate Pinterest while a small yet strong number (if you ask me) of men sit at 18% according to a recent survey held by Digital Flash NYC. So, why would you target men when the numbers speak for themselves? From an advertising standpoint this portal of marketing is not justifiable, however when I begin to think more about the increasing usage of social media by males, currently lead by the majority of women, I am reminded that the men who are using a site like Pinterest can be broken down to the niche demographic that I am looking to speak to. It’s a clear division between quality over quantity. So how do you reach that guy?
When it comes to Pinterest, and utilizing its user friendly boards to target the interest of males, there are a few points to keep in mind:
- Know your target demographic and speak to him specifically - Men prefer simplicity when it comes to attraction, and in order to create a large male following on Pinterest you must keep it simple. Stay away from overwhelmingly lengthy comments explaining your pin. Instead, copy a link with a brief explanation.
- Create your board with male friendly headings - Rather than calling your food board ‘Cooking Delightfully’ call it ‘Cooking to Impress’ or ‘Quick Tips on Cooking a Lean Meal’.
- Sub categorize – Instead of having one large board with the category of “cars”, break your boards down by specific categories sorted by type (BMW, Fiat, etc.). This directs an even more precise targeted male to your boards with ease.
- Bulk up the digital content - Men have this internal desire to keep up to speed with the latest electronics, and it’s no different when it comes to online fixations. Pin about online games and websites that are innovative to increase your Pinning cred.
Now let’s have a look at a few brands who have been notably successful at targeting males on Pinterest:
1. Red Bull
Red Bull has done a great job of posting video links along with photos, and comments showcasing their sponsored extreme sporting events. With such well produced footage, any male would find himself thinking “I can probably do that”. I just left this article for 15 minutes distracted by picturing myself riding my bike on the edge of a cliff … I digress. Red Bull has obtained 827 followers, not too shabby.
2. Honda
Although Honda’s Pinterest board is lacking in content, they have not had any problem obtaining a solid number of followers. Honda’s boards have somewhat of a disconnect when it comes to the connection between a vehicle and their board headings, however what they have done well is keeping it simple. I would suggest to always find a way to connect your brand to your board, especially if you have a minimal amount of content to begin with. The boards that did have a solid connection with the Honda brand were, once again, simple and quirky. Honda’s followers are at 3,754.
3. Men’s Health Magazine
When it comes to speaking the language of men, take it from the experts over at Men’s Health. From naming their food board “Mouth-Watering Recipes” to their “#BroPin” board about cool stuff that guys want, they are not beating around the bush to make very clear who their target audience is. Their success shows with followers at 2,681, and scrolling through, I have yet to find any activity that has not been repinned at least once.
Although ladies have done a fine job in taking ownership of social media over men, it is important to know that as Pinterest, and other similar social media portals grow, so does the male’s interest. It is not out of the question that men may come close to catching up to women’s daily pins, posts and status updates; men might as well be included in the conversation. After all, it is a numbers game – the more followers you have the more reputable you become.
You’ve Got Male is a bi-weekly column by FASHIONOTES’ contributor Justin Singh that explores the latest trends in digital fashion and lifestyle from a male perspective. For more information on Justin’s work, be sure to follow him on Twitter for the latest updates: @justindsingh.
