The rise of Pinterest was one 2012’s biggest ongoing PR/marketing stories. We recently discussed the social media upstart’s role in the re-branding of print lifestyle magazines and wondered why so many marketers remain skeptical. Last month, Pinterest finally launched business pages, leading to lots of blog posts with headlines like “Is Your Brand on Pinterest? Why Not?”
OK, so everybody needs to look into Pinterest as a marketing tool. One big challenge, though: despite the fact that the company’s founder is a man, its community remains overwhelmingly female—most recent estimates put the ratio at 2:1 or higher, and as of this February a whopping 97 percent of the site’s Facebook fans were women. For some brands this demographic bias works quite well; for others it renders Pinterest all but useless.
To ask the inevitable question: Why don’t we have a “Pinterest for men?”
Well, it’s not for lack of trying—as of today, we’re still getting email pitches from sites positioning themselves as the pinboard of choice for those of the masculine persuasion. Here are a few, along with their taglines:
We see a pattern developing here…