Auto brands show Pinterest can be used to engage both men and women

Auto brands show Pinterest can be used to engage both men and women

Automotive brands show that although Pinterest is a female-dominated social network, male-oriented brands can still use it to engage their target market.

Considering that women account for almost 80% of Pinterest's user base, it's no surprise that the social network has been most popular among fashion, beauty, parenting and home decor brands. However, traditionally male-oriented brands such as automotive brands have also built Pinterest communities, in view of reaching as many consumers as possible. But are they reaching their target market? We looked at automotive brands Mercedes-Benz, Audi, Volvo, MINI, Volkswagen and Nissan.
 
By coding the gender of followers across various automotive Pinterest pages, we have seen that male consumers make up over half of the community for these brands. The most male-dominated brands are Mercedes-Benz and Audi with 65% and 61% male followers, whilst the other brands are more evenly split between male and female. This shows male-oriented brands shouldn't dismiss Pinterest on account of its strong female bias, as there is potential for these brands to build a community among their target market on this network.
 
Automotive brands attract more male Pinterest followers than female ones:
 
 
  • Pinterest followers for auto brands are over 50% male: Whilst the proportion of female followers remains higher than it might be on platforms such as Facebook, male consumers dominate these communities. This shows that Pinterest presents an opportunity for male-focused brands to enlarge their social presence

The most popular boards for Audi and Mercedes-Benz reflect their popularity among male consumers:

  • The most followed boards for Audi and Mercedes-Benz are male-oriented: Looking at which specific boards receive the most followers highlights the fact that men are also active on Pinterest. This suggests that brands should not ignore Pinterest whilst devising a social strategy to reach male consumers

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