By Sam, Professional Journalist
San Francisco, July 10, 2025 — Pinterest, long known as a female-dominated platform, is witnessing a significant surge in male users, who now account for over one-third of its global audience, approximately 205 million monthly active users. On July 8, 2025, Pinterest released its first-ever Men’s Trend Report, offering a deep dive into the evolving interests of male Pinners, particularly Gen Z and Millennials, who are redefining masculinity through style, wellness, and intentional living. The report highlights key topics resonating with men, including fitness, fashion, technology, parenting, and self-care, providing valuable insights for marketers and brands. Below, we explore the report’s findings, their implications, and how businesses can tap into this growing demographic.

A Growing Male Presence on Pinterest

Historically, Pinterest’s user base has skewed female, with 70.3% of its global audience being women as of January 2025. However, male users now represent 22.9% of the platform’s 570 million monthly active users, a notable increase from previous years. In the U.S., where Pinterest has 102 million users, 32.6 million are men, reflecting a 4% year-over-year growth. This shift, driven by Gen Z (18–24) and Millennial (25–34) men, signals a broader cultural change, as men increasingly turn to Pinterest for inspiration in areas traditionally seen as female-centric, such as fashion and home décor.

The Men’s Trend Report underscores Pinterest’s appeal as a “positive, safer, and more trustworthy” platform, contrasting with the toxicity often found elsewhere online. According to GWI data cited in the report, nearly half of U.S. men believe social media contributes to poor mental health, and 65% globally seek to express their authentic selves online. Pinterest’s visual, inspiration-driven environment is resonating with men seeking authentic, actionable ideas, with 85% of weekly Pinners making purchases based on brand pins.

Key Topics of Interest for Male Pinners

The Men’s Trend Report identifies several trending categories among male users, supported by significant year-over-year search increases. These insights, drawn from Pinterest’s analytics and search data, highlight the platform’s role as a visual search engine for men’s evolving interests.

Fitness and Wellness: A Focus on Health

Wellness is a top priority for male Pinners, with physical fitness and healthy eating seeing significant traction. Searches for “Pilates outfit” surged by 125%, and “rock climbing aesthetic” rose by 95%, reflecting a growing interest in diverse fitness activities. Hydration and nutrition are also trending, with searches for “hydration” (+50%) and “electrolytes” (+45%) on the rise. Over half of Gen Z and Millennial male Pinners are interested in sports, fitness, and exercise, per GWI, making Pinterest a hub for wellness inspiration.

Style and Self-Care: Redefining Masculinity

Male Pinners are embracing bold self-expression through fashion and grooming. Searches for “healthy hair routine” and “dry skin care routine” both increased by 45%, while “male makeup” (+50%) and “male nail art designs” are gaining popularity, signaling a shift toward inclusive style. GWI notes that half of Gen Z and Millennial men on Pinterest prioritize their appearance, more than the average male, challenging traditional norms of masculinity.

Technology and Innovation: Tech-Savvy Pinners

Tech confidence is a hallmark of male Pinterest users, with 50% of Gen Z and Millennial men identifying as tech-savvy. Searches for “3D printer designs” skyrocketed by 1210%, and “AI video” jumped 800%, reflecting enthusiasm for cutting-edge gadgets. Financial planning is also trending, with “investment app” (+620%) and “budget planning” (+285%) searches indicating a focus on building financial futures.

Parenting and Home Life: Intentional Living

Millennial men are increasingly searching for home and parenting inspiration. Searches for “milestone pictures” (+415%) and “smart parenting” (+125%) highlight a commitment to intentional parenting. Home décor is also a focus, with 41% of Millennial male Pinners searching for ideas like “steel table design” (+35%) and “chrome aesthetic” (+40%), blending modern and functional aesthetics.

Gaming and Hobbies: Gen Z’s Influence

Gen Z male Pinners, twice as likely as the average male to identify as gamers, are driving searches for “game design” (160%) and “League of Legends characters” (+590%). These trends reflect a younger demographic’s passion for gaming culture and creative hobbies, further diversifying Pinterest’s male audience.

Marketing Opportunities for Brands

Pinterest’s report offers actionable insights for brands targeting male consumers. With 42% of consumers having a Pinterest profile and 51% of social users viewing it as more positive than other platforms, the platform is a goldmine for reaching engaged, brand-loyal men. The report’s data-driven trends, backed by an 80% accuracy rate in Pinterest’s Predicts 2025 report, provide a roadmap for marketers. Key strategies include:

• Tailored Content: Create pins aligned with trending topics like Pilates outfits, tech gadgets, or modern home décor to capture male interest.
• Shoppable Pins: Leverage Pinterest’s e-commerce features, as 85% of weekly Pinners make purchases based on brand content.
• SEO Optimization: Use keywords like “male makeup” or “3D printer designs” in pin titles and descriptions to boost visibility, given pins’ six-to-twelve-month lifespan.
• Trend Drops: Engage with Pinterest’s exclusive product activations, such as custom leather jackets or tech-inspired items, to connect with trend-savvy audiences.

Businesses can also use Pinterest’s analytics tools to track audience demographics and interests, ensuring content resonates with male Pinners. Scheduling tools like Social Champ or Metricool can streamline posting during peak times (Sunday–Tuesday, 2–9 PM) to maximize engagement.

Cultural Shift and Platform Evolution

The rise of male users reflects Pinterest’s evolution into a visual discovery engine that transcends gender norms. Unlike Instagram or TikTok, Pinterest’s focus on inspiration and planning attracts users with high purchase intent, with 80% of Pinners spending more than on other platforms. The platform’s positive environment, where 60% of Gen Z users report reduced stress, is particularly appealing to men seeking authentic self-expression.

Posts on X echo this sentiment, with @liahaberman noting the 205 million male users and @PRontheGOdotcom highlighting how Gen Z men are redefining masculinity through style and self-care. The platform’s commitment to diversity, with 55% of its workforce identifying as female and a goal to increase women in leadership to 36% by 2025, further enhances its appeal as an inclusive space.

Challenges and Considerations

While male user growth is promising, Pinterest remains female-dominated, with women aged 18–34 comprising 38.5% of the global ad audience compared to 13.3% for men in the same age group. Marketers targeting men must navigate this skew by focusing on niche interests like tech or fitness, where male engagement is surging. Additionally, brands should avoid generic content, as Pinterest users value authenticity and specificity.

Conclusion

Pinterest’s Men’s Trend Report for 2025 reveals a dynamic shift in male user interests, from Pilates and male makeup to tech innovations and intentional parenting. With over 205 million male Pinners and a 4% growth in the U.S., the platform offers untapped opportunities for brands to connect with an engaged, trend-savvy audience. By leveraging Pinterest’s analytics, shoppable pins, and trend-driven content, marketers can tap into this growing demographic, redefining how men are reached in the digital space. As Pinterest continues to evolve, its focus on positivity and inspiration positions it as a key platform for 2025’s cultural conversations.

Sources: Social Media Today, Pinterest Newsroom, Yahoo Finance, Sprout Social, DataReportal, SocialChamp, Hootsuite