The news: More than one-third of Pinterest’s 570 million global users are men (30.4% in the US), driven largely by Gen Z, per the company’s first Pinterest Men’s Trend Report. Their searches—spanning fitness, grooming, parenting, and finance—upend stereotypes and signal new ad opportunities.

Pinterest is moving fast to meet this shift, adapting boards and tools to better serve its growing male base and showing agility to meet emerging audience needs. Its “bride-board” image is evolving and opens the platform to a bevy of male-focused campaigns.

The opportunity: The increase in male users offers brands a chance to spark engagement with both daily-routine and milestone-focused content on the platform.

Gen Z men are seeking “aspirational, aesthetic, and positive discovery,” Pinterest senior manager of creator and media relations Mike DelMoro told Axios. 

Pinterest pivots: To lock in male engagement, Pinterest rolled out new tools and spaces that cater to men’s evolving interests:

• Dedicated features: The “Pinterest Man” profile highlights trending style, fitness, and lifestyle content tailored for men.
• Safe, positive space: A low-toxicity environment contrasts with other networks, drawing men seeking constructive discovery.
• Curated boards: Ready-made boards for everything from “grunge outfits” to “smart parenting” simplify male-focused inspiration.
• Creator partnerships: Collaborations with male influencers amplify authentic voices in fitness, grooming, and finance.

Our take: Advertisers have an opportunity to plug into Pinterest’s male-centric expansion with the following strategies.

• Launch campaigns via the “Pinterest Man” hub and align creative with top categories (fitness, skincare, parenting).
• Partner with male creators to boost authenticity, engagement, and time spent.
• Use Pinterest’s gender-specific analytics and trend reports to optimize ad timing and targeting.

Pairing high-impact visuals with step-by-step guidance lets brands embed themselves in men’s everyday rituals and key life moments, further boosting Pinterest’s appeal to a select demographic.