Pinterest remains a fascinating case study in how it draws such a large number of women to its platform. With its stylized yet simple logo and interface, Pinterest has tailored itself toward females as much as it possibly can, while being as covert as possible, so it’s not construed as too feminine. But subliminally, the signs are all there, as evidenced by its “About” page:
“Pinterest lets you organize and share all the beautiful things you find on the web. People use pinboards to plan their weddings, decorate their homes, and organize their favorite recipes.”
It doesn’t sound like a male-oriented user experience! Pinterest also retains a valuable level of anonymity that doesn’t require a large personal commitment to the community. Compare this with Google+, which is text-heavy and has a busy interface. Entering a social network into the pool at such a relatively late stage, Google needed to exist on its own terms and merits. As such, while it offers a lot of interesting and unique innovations, it requires a deeper understanding in order to get the most out of its vast capabilities.
A Wired magazine panel recently pinpointed the two core problems for females: “the way Google+ works, and the people who are on it.” Research has shown that women much prefer to engage in predominantly female circles, a big reason why Pinterest is a huge opportunity for brands.
MORE: Women are from Pinterest, men are from Google+ – iMediaConnection.com.
