4 Ways Pinterest Can Be Used For Men
In a previous article, I talked to you about how to use Pinterest as a means to drive traffic to your website and drum-up sales. Today I want to talk about how to use this new top 10 social media tool to attract a demographic it has not yet fully reached: men.
It should be obvious in your day-to-day interaction that men and women process information differently. According to studies, men can narrowly focus their brains on specific tasks or activities for long periods of time without tiring. Women are better equipped to divide their attention among multiple activities or tasks.
This research lends itself to why Pinterest has found such a friendly response from female users. Pinterest’s structure is made for those who can multi-task and look at multiple streams of different topics and information at the same time.
Think about that information and apply it toward the way Pinterest is structured. Men like single-subject content, i.e. men want to choose the things they want to see at that moment, not a proverbial quilt of other users content. This means they are more apt to search other users specific boards (a compiled set of pins pertaining to one topic) for great content.
Using focused and content-specific boards is a great way to market to men as their brain is highly specialized. Men use specific parts of one hemisphere or the other to accomplish specific tasks, while the female brain is more diffused and utilizes significant portions of both hemispheres for a variety of tasks. Create boards with one idea in mind that can be easily searched. This may mean having to put on your SEO hat doing a little research with Google’s keyword analytics tool.
Now that you have created a focused and targeted board, lets talk about how to use the Pinterest medium to your advantage by creating content men are more apt to look at. Pinterest is an image heavy medium and your campaign should be as striking as it is clever. With that said, here are some tried-and-true ideas that men will want to look at and share.
Do It Yourself
Images showing step-by-step method of handling a difficult task easily or creatively will always draw a man’s eyes. Nick Collins, a film student and avid Pinterest user says: “I use Pinterest for personal use and upload posts that relate to my style and posts that relate to everyone. My most popular board is my “DIY” and “Everyday Tricks” board, which always attracts interest and produces repins.”
If you watch any beer commercial (whose commercials are generally targeted towards men), you will see their primary tactic to garnering their viewers attention is through humor. Next to sex (more on that later), humor is the most commonly used marketing ploy to gather men’s eyeballs. Create your own funny content or ads to post or share the funny content of your peers. Try creating a board that encourages users to create funny captions to a picture (or pictures) that feature your product or your products lifestyle. A well made, funny ad is great fodder for virality and a surefire way to pick up the attention of your male market.
Men like seeing clever ways of getting things done. Why not show your product in a different light with creative uses and ideas for your projects? Suggest that people submit their creative ideas to your boards. Show men how your product can be a quick or efficient solution to a problem and they will be sure to share your image with their friends; most likely with a caption that reads something like “check out this” or “this is awesome”. These uncommon and creative adaptations to your product will gain virality and create a positive and functional connotation with your product.
Sex Still Sells
Everybody likes looking at a pretty person. The last and possibly the most obvious image that will attract men is sex. Men are genetically attracted to the visceral and sexual. Using fleshy pics that arouse the ire will help in selling your wares and spreading your message. Utilizing sex as a tool to sell your ads however may associate your brand with being salacious and possibly sleazy. A bit of market research should advise you how much discretion to use when using sex to market to your male client.
Pinterest surely is a social network on the rise. These are a few ideas on how to use this powerful new network to target a male audience. Do you have any clever ideas to attract a male audience on Pinterest? We’d love to hear them, so share!
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