Pinterest's Male Audience Boom: The Untapped Opportunity for Influencer Marketers

Pinterest has long been the go-to destination for home decor ideas, recipes, wedding planning, outfit inspiration, and more, with women making up the majority of its users. But that picture is changing quickly. 

According to Pinterest’s recent Men’s Trend Report, men now account for more than one-third of its 570 million global monthly active users. That translates to over 171 million men (many of whom are Gen Z), using the platform to explore, save, and shop content that inspires them. 

For marketers, this is a major shift. The rapid growth of male users on Pinterest signals new opportunities to reach men where they are actively researching products, discovering new trends, and shaping their purchasing decisions. 

The Growth of Male Audiences on Pinterest

Male users are not only logging onto Pinterest, but also engaging in ways that reflect the platform’s core strengths: discovery, inspiration, and planning. According to Pinterest, men are drawn to the site as a positive and authentic space, distinct from some of the more toxic or high-pressure environments on other social media platforms.

To support this momentum, Pinterest recently launched the “Pinterest Man” hub, a curated destination featuring male-focused trends in style, fitness, tech, and more. The move highlights Pinterest’s commitment to expanding its audience and positions the platform to compete more directly with social commerce platforms like TikTok Shop.

This combination of user growth, audience diversification, and shopping behavior makes Pinterest a compelling channel for brands targeting male consumers.

So, what are men searching for on Pinterest?

Pinterest’s trend data reveals just how broad male interests are on the platform:

1. Health and fitness

A growing audience of men are seeking wellness content, from practical workout routines to product recommendations for supplements, gear, and recovery.

Trending searches: 

• Pilates outfits: +300%
• Rock climbing: +115%
• Health hacks (hydration and electrolytes): +45-50%

2. Style and grooming

According to research from GWI, half of Gen Z and millennial men on Pinterest say they care about their appearance, which is fueling demand for grooming and fashion-related content. This also underscores a major generational shift.

Healthy hair routines and skincare trends like microneedling are gaining traction. Meanwhile, fashion searches are shifting toward goth and grunge aesthetics, with a resurgence in niche looks like jorts.

Trending searches:

• Hair growth tips: +150%
• Men’s facials: +230% 
• Faded beard styles: +205%
• Nail art designs: +115%

3. Next-gen tech

Pinterest has emerged as a discovery hub for tech-savvy men exploring hobbies and new tools, from hands-on projects to financial literacy.

Trending searches:

• 3D printing designs: +1,200% 
• AI video: +800% 
• Programming tutorials: +265% 
• Fintech investment app: +620%

4. Home, hobbies, and family

Smart parenting and home decor content are gaining momentum among millennial dads, along with other hobby-related searches for Gen Zers.

Trending searches:

• Baby milestone pictures: +415% 
• Metal sofa design: +105%
• Game design: +160% 

Together, these categories show that male users are turning to Pinterest for a mix of lifestyle, learning, and product-driven exploration. This makes the platform a valuable environment for influencer content that blends inspiration with utility.

Why This Matters for Influencer Marketers

Pinterest is not a passive scrolling platform. Users arrive with intent, actively searching, saving, and planning purchases. In fact, 83% of weekly Pinterest users make a purchase based on content they see from brands. With men now representing over 171 million of those users, the platform has become an important touchpoint in the male consumer journey.

This growth also reflects a broader shift in influencer marketing. For years, the industry has leaned heavily on female creators and audiences, leaving male-focused content underdeveloped. The rise of men on Pinterest signals a chance to close that gap. By partnering with male influencers in categories like wellness, style, tech, gaming, and parenting, brands can engage male consumers in authentic, trust-driven ways.

As Pinterest invests in commerce tools and expands its audience, influencer marketers have a timely opportunity to diversify their strategies. Male creators are emerging as influential voices on the platform, and brands that tap into this momentum can capture new audiences while standing out in a still under-saturated space.

How to Reach Male Audiences on Pinterest

Here are strategies brands can use to capture this opportunity.

1. Collaborate with male influencers in growing niches.

Identify creators who are already building authority in categories like wellness, style, tech, or parenting. For example, a skincare brand could partner with a male grooming influencer to create step-by-step routines that are easy to save and replicate.

2. Optimize for discovery.

Pinterest is search-driven. Work with influencers to use clear keywords in their titles, pin descriptions, and video captions (e.g. phrases like “best men’s skincare routine” or “fall fashion for men”). This helps content stay discoverable for months, unlike on TikTok or Instagram where it disappears quickly.

3. Create shoppable, visual content.

Use Pinterest’s product tagging features so users can move directly from inspiration to checkout. Encourage influencers to build boards such as “Men’s Skincare Essentials” or “Fitness Gear for Rock Climbers.” Shoppable pins shorten the path to purchase and fit naturally into the Pinterest user journey.

4. Match Content Formats to Interests 

Men are engaging with tutorials, how-to guides, and product demos. Focus on short-form videos and carousel pins that show step-by-step processes, whether that’s styling a grunge look, setting up a 3D printer, or planning a weekend climbing trip.

5. Integrate Cross-Platform Campaigns

Repurpose influencer content across TikTok, Instagram, and Pinterest, but tailor it for Pinterest’s evergreen nature. For example, a grooming influencer’s nighttime skincare routine TikTok can become a Pinterest video pin that continues driving views and saves months later.

A Shift in the Influencer Marketing Landscape

Pinterest’s male audience boom is more than a demographic update. It represents a fundamental change in how men are using social platforms for discovery, research, and shopping. 

For influencer marketers, it’s a chance to tap into a high-intent audience through creators who speak to their interests and needs. And by collaborating with male influencers, optimizing for search, and investing in shoppable, evergreen content, brands can position themselves ahead of the curve. 

With our direct integration with Pinterest, Aspire can help you streamline your campaigns. To learn more, book a demo.