MARKETING

Pinterest shares new insights into how men use the app on their shopping trips


While Pinterest’s audience is predominantly female, male use is on the rise is growing, and the platform now reaches about 27% of American men between the ages of 25 and 54. It could be a unique marketing opportunity for more men’s brands and products – but what do men attach and look for in the app?

Today, Pinterest released some new insights into the use of Pinner by men and how men differ in the use of the app compared to other users, to help marketers better plan and strategize their male Pinner reach.

And according to Pinterest, the male pioneers want to make big plans in 2022 and return to their life goals after the end of the pandemic.

As Pinterest explains:

“Our study showed a mix of setting the intent of the big picture (eat better, find a balance between work and life) and smaller shifts to have more fun (hang out more, spend more time with friends).

Which are, of course, fairly universal goals after the pandemic, which will continue to be disrupted by the rise of the Omicron variant, but Pinterest provides more specific notes on how men, in particular, want to achieve these goals.

Pinterest says that:

  • 55% of male users want to go to the cinema more often
  • 55% of male users want to go to restaurants
  • 50% want to organize home parties in 2022
  • 60% are looking for new activities for their families
  • 30% of Pinner men want to buy a new car

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

Moreover, Pinterest says 75% of Pinner men want to spend more money to achieve their goals this year.

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

So what are Pinner men looking for on their way to buying a Pin? Pinterest highlights three key tips:

  • Male customers are very brand aware and will pay more for brands they know and trust
  • Men conduct fewer searches before buying and want to get things done faster in the process, emphasizing the need to reach them at the beginning of the purchase
  • With this in mind, personalizing Pinterest in search results is a key advantage for male Pinners, with 85% of male users noting that the platform seems personalized to them.

Which presents more opportunities to connect with these receptive, active customers.

Other platforms have greater reach and much greater use by men in general, but it’s worth noting these latest trends and insights, and considering whether Pinterest might be worth experimenting with in your 2022 reach.

You can read the full Pinterest research report here.



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Naveen Kumar

Friendly communicator. Music maven. Explorer. Pop culture trailblazer. Social media practitioner.

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