Men now comprise over one-third of the firm’s users, with rising interest in wellness, fashion, tech, and finance.
Pinterest Inc. beat sales expectations in the second quarter but disappointed on profit and U.S. user growth, sending the stock tumbling as much as 14% in after-hours trading.
The company reported revenue of $998 million for the three months ended June 30, ahead of the $976 million analysts had forecast. Adjusted earnings per share came in at $0.33, below the $0.36 consensus.
Monthly active users totaled 578 million globally, and Pinterest said it had 102 million monthly users in the U.S. and Canada — unchanged from the prior quarter. North America remains the source of the vast majority of the company’s revenue.
Pinterest sees revenue surge as AI and shopping push pay off
Despite the mixed results, Pinterest projected stronger-than-expected revenue for the current quarter, forecasting $1.03 billion to $1.05 billion versus the $1.02 billion analysts expected. The results suggest the company’s advertising business is expanding even as the broader online search landscape adapts to new AI-driven dynamics.
Under CEO Bill Ready, Pinterest has focused heavily on shopping and “visual search,” showing posts that make it easier for users to discover and buy products directly within the app. The company has also leaned into AI to sharpen ad targeting and content recommendations — moves that helped drive the revenue beat.
Pinterest shares had risen about 35% year-to-date ahead of the report, but the stock has shown large swings around earnings in recent quarters — jumping double digits after upbeat guidance in May and surging following its holiday-quarter results in February.
More men are flocking to Pinterest
Just days ago, Pinterest released its first-ever trend report, revealing that men now make up more than one-third of its 570 million global active users — over 171 million, most of them Gen Z. These users defy the usual social media stereotypes, with Pinterest noting they “largely reject the toxicity you might find elsewhere online” and prefer authentic, positive engagement.
Male users are diving into diverse content — from Pilates and smart parenting to product research and unique travel ideas. To capture even more of this audience, Pinterest has launched a dedicated “Pinterest Man” hub, showcasing trending topics and shoppable styles — a move that could heat up competition with TikTok, whose TikTok Shop is expected to attract 50 million U.S. buyers this year.
Wellness is a major draw. Searches for Pilates outfits are up 300%, rock climbing up 115%, and hydration-related terms up 50%. Interest in health boosters like electrolytes and coconut water has climbed 45%.
According to GWI, half of Gen Z and millennial men on Pinterest care about their appearance, fueling spikes in grooming and fashion searches. Sea salt spray hair routines are trending, as are skincare practices like microneedling. Men’s facials are up 230%, and male nail art searches have surged 115%. Goth, grunge, and even jorts are making fashion waves.
Men are also embracing tech and finance content. Searches for 3D printing designs have skyrocketed over 1,200%, eclipsing the 800% rise in AI video interest and 265% growth in programming tutorials. Fintech is booming too, with investment app searches up 620%.
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