Pinterest tries to attract men with more manly search results

Pinterest, where 71% of its users are women, is now trying to attract men by adding new more manly search results in a new feature called Guided Search.

Pinterest is a mobile and web application company that offers a visual discovery, sharing, collection, and storage tool. Users create and share the collections of boards (visual bookmarks). It is one of the few social networks used mostly be females.

With Guided Search users can customize search results according to their interests. Analysts say the aim of the new feature is to help more men become users, by filtering out search results that are pinned by and tailored for women.

Pinterest Guided Search

With ‘Guided Search’, results are more tailored towards the user’s interests.

Without this featured, results tend to slant towards female tastes, simply because such a high proportion of users are women.

Pinterest engineer, Pei Yin, explained in a blog post:

“Before, when you searched Pinterest for “watches,” your results would include mostly women’s timepieces. But now, men will see Pins and guides inspired by what other guys have Pinned, and everybody’s results should feel a lot closer to what they’re looking for.”


“Of course if you ever want results for another gender, like if you’re shopping for a gift for someone else, you can always use the guides to fine-tune your search.”

Mr. Yin added that customized search results appear for thousands of different search items, such as those for health, shoes, hair, etc.

“And that’s just the tip of the iceberg,” Mr. Yin, wrote “We’ve got lots more improvements coming your way. Check back soon for more announcements!”

Video – Introducing Guided Search