|Battle of the Sexes: Pinterest vs. Gentlemint
By: Michael Lindquist
After seeing the Pinterest logo alongside the Facebook and YouTube icons at the end of a Lowe's commercial, it was clear that Pinterest must be well in front of the male-dominated Gentlemint. Although Gentlemint was inspired by Pinterest, there is a clear winner in the battle of the sexes. Pinterest was not originally intended just for women, but the site has been taken over with feminine content that has forced male users to look over their shoulders before entering the site to make sure other men aren't watching. Eventually the men had their own sanctuary, and Gentlemint was very clear as to who they wanted visiting their site. Gentlemint has often been referred to as "Pinterest for Dudes," and that is exactly what it is. Both sites appeal to very specific demographics, so advertisers and marketers are taking advantage of finding their target market within social media sites like Pinterest and Gentlemint.
Pinterest appears to be overrun with dream home designs, craft projects, recipes, and fashion tips, so it's not surprising that the majority of users are women. The numbers are closer than you might imagine. Fifty-eight percent of Pinterest visitors are female, but the bright colors and wide variety of girly content must turn a lot of male users away. Finally, in January of 2012, the men had a site of their own.
The Man Cave of social media sites was constructed in twelve hours and started receiving praise from a number of publications and other websites. No scarf-knot tutorials or Top 10 scented candles here. "Gentlemint is a mint of manly things" is displayed at the top of the website, discouraging more female users than a Dr. Pepper 10 ad. Browse around the site and you'll find all the things men enjoy in life. Sports, beer, cigars, facial hair, video games, and any new technology that allows men to enjoy more time spent on the couch can be found on Gentlemint.
Social media seems like a waste of time, but Pinterest and Gentlemint are good examples of how a distraction can evolve into a utility like Facebook. Women are using Pinterest to find ways to improve their health as well as their apperances. There are a number of workouts and exercises posted or "pinned" that women have found to be very helpful, and because of the user-generated content, there is an element of trust among Pinterest users. Gentlemint is also helpful by giving great insight into new products and technology for purchase making decisions. Both Pinterest and Gentlemint use a similar photo-sharing platform and require visitors to request an invite, but there is one big difference. As of right now, Advertisers and marketers see a much greater value in Pinterest because of the amount of time each individual spends on the site. Pinterest users spend an average of 89 minutes on the site, which crushes Twitter and Google+ minutes per user. Advertisers can benefit from listening to their customers, interacting with fellow users, promoting specific products, or posting entertaining content that directs attention to their own website.
Gentlemint is still in the early stages of its life, so there is plenty of room for growth, but Pinterest is the clear winner in number of users and dollars and cents. Gentlemint, after beginning to lose money on the project, started searching for new ways to earn revenue, so it is likely we will see more advertising opportunities in the near future.
There are more social media sites being created every day, and it is possible that social media channels will compete with or even replace television channels one day. Facebook is too large to appeal to an individual any more, so marketers are finding new ways to appeal to more specific audiences. Perhaps men and women need their own social media space, and now they have it.
Michael Lindquist has a strong passion for art, entertainment, and advertising. As a child, he learned it was okay to color outside the lines, because the lines only restrict your creativity and imagination. Find him online here.
Marketing Associate - Fixed Income Group
New York, New York
Get Creative & Make a Difference: Regional...
Los Angeles, California
Charlotte, North Carolina
Marketing Account Manager
Elevate My Brand
North Hollywood, California
Checkers Drive In Restaurants, Inc.
Bethany Services, Inc.
Data Analyst - Frontline
WGBH Educational Foundation
San Francisco, California
Email Marketing Specialist - Frontline
WGBH Educational Foundation
Engagement Management (Account Executive)
New Media Jobs