Injecting Men Into Pinterest
This branding challenge is no easy task. Pinterest is already flush with over 20 million users who are mostly female. How can I possibly get men to not only care about Pinterest but to also use it? I think one potential answer lies in advertising.
Currently, Pinterest has no active advertising campaigns. The site has thrived via word of mouth and sharing of pins on Facebook, Twitter and other social networks. Pinterest must be marketed to the masses in order to become part of the active social landscape. The strength of Pinterest truly relies on numbers. If the same users are pinning the same pins over and over, other users will get tired of the site and will look to other sites to fill the void. Pinterest must attract new demographics who will bring further interest to the user-curated site.
I thought that this was a pretty interesting question, “How can I possibly get men to not only care about Pinterest but to also use it?”.
It’s sort of weird how now you have a brand that is actually trying to reach out to a male audience when a lot of other brands are doing the complete opposite. I think that this deserves a name, how about “male-washing”.
So how would you go about bringing more men to Pinterest? I myself joined Pinterest about a month ago and have only gone on there a few times. The site does seem more one-sided when it comes to gender. Being a college student, I hear all my female friends talking about the website and using it and all the male students rolling their eyes. The truth is, how the website is set up now is primarily geared towards women.
Ultimately it may come down to Pinterest trying to put out ads or taking on advertisers that are geared towards both men and woman.
But there is another way I think this could be accomplished. Simply going about the whole “word of mouth” concept that has put Pinterest on the map. You find a way to draw a group of men to the site, and then they mention it to their other guy friends, and their friends and so on and so forth. But men do not act like woman, it won’t happen as quickly or as efficiently. Men have to find a reason to go to the site and keep coming back.
Does this mean that Pinterest needs a “Sexy” category or even a “Babes” category? No, that would degrade their brand and bring them down to the level of some porn site. No what they need is they need some sort of respectable outlet geared towards men.
From what I know and from my own experience, the site for men, becomes sort of static and boring. Men don’t want to spend hours upon hours looking at pictures. The want to be engaged, maybe with video or even things happening in real time. Not just “SoandSo_2012 RePinned an image of a football”. The want “ThisGuy7 RePinned Video of man crushed in football pile up”.