Pinterest vs Gentlemint - The Rise Of Social Media Segregation?


Pinterest is without doubt one of the social media success stories of 2012. As we reported earlier in the year, it was found to have attracted 10 million unique visitors by February and in May it became the third most popular social media networking site just behind Facebook and Twitter.

 Pinterest's for chicks

Pinterest's for chicks

Since then, Pinterest has grown exponentially, however the photo-sharing site has been criticised of leaning towards a particluar user demographic. Although Pinterest hasn't set out to target one sex over another, it has been reported that 83% of US users are women. You only have to click the ‘Popular’ tab and you're likely to be met with craft ideas, clothing, nail art, recipes, images of cute pets/babies etc. In fact, shopping inspiration has become such a predominant pin trend that the site has had to introduce a ‘Gifts‘ section, which allows users to search purchasable products by price.  

In response to this many men have asked the question - "what about us?" Well the answer came from two young US entrepreneurs Glen Stansberry and Brian McKinney. Stansberry and McKinney started to develop a testosterone-fuelled alternative in late 2011. This alternative is called "Gentlemint" -  a Pinterest-inspired site for “manly men”. Whilst Gentlemint has a similar user interface as Pinterest it offers more male-targeted content including cars, facial hair, motorbikes, firearms, sports, power tools and weirdly, bacon. To appeal to the "manly-man" target audience, Gentlemint has lots of variations to the world of Pinterest. If you want to like an image, users have to click a moustache icon to reveal a "like" button! Cool right? Ironically however, as Gentlemint is a G-rated website you're more likely to find for example...naughty bikini photos, on Pinterest than on Gentlemint.

 Gentlemint's for dudes

Gentlemint's for dudes

We all know Gentlemint is not nearly as popular as Pinterest. You may not have even heard of Gentlemint before this article, but the main question that the new photo-sharing platform spews up is that of social media segregation. Big-hitters like Facebook and Twitter are genderless - so is their success based on their wide reach and blanket appeal?

Many people will say that if you want to be commercially viable you need to target a specific audience and that gendering products makes good business sense. But with so much of our lives gender-based should we allow the relative naivety of social media become poisoned by the politics of polarity? 

Do you think Gentlemint promotes segregation in social media or is this just a sensible, natural divide? 

Post written by Account Executive Michael Grenfell. Visit Michael's blog 'The Bodge' here.

Paul Shepherd

I've worked in digital communications for around 15 years, and specialised in social media for the past three. Passionate about new technologies, media, and the impact it has on businesses bottom line, I try to bring that passion to every campaign for every brand we work with.