Male audience trends on Pinterest

Despite stereotypes, men represent a large and influential part of the Pinterest user community, actively shaping the evolution of digital culture. For the first time, Pinterest has released a dedicated report on male audience trends, revealing that men, especially Gen Z, are engaging with the platform at record levels.

Men now make up more than one-third of Pinterest’s global user base. This opens up new opportunities for brands to reach an audience that values positive, authentic, and purpose-driven content.

Mental health and authenticity

According to GWI data, 65% of men worldwide want to express their true selves online.

Nearly half of men in the U.S. believe that social media negatively impacts their mental health. Pinterest stands out as a safe and inspiring space—a platform that promotes well-being and personal growth through positive and authentic content.

Gen Z and Millennial Men on Pinterest:

• Are loyal to brands that genuinely speak to them;

• Research products thoroughly before making a purchase;

• Are willing to take risks as early adopters, seeking out unique styles, travel inspiration, and the latest in tech.

The male audience on Pinterest is not only growing, it’s evolving. These users save content with intention, curating collections around fitness, finance, aesthetics, and hobbies. For advertisers, this means:

• An audience with high intent and engagement;

• A platform that fosters positive brand associations;

• A unique opportunity to reach men in an authentic and meaningful way.