There’s no question about it, Pinterest is a niche social media community. The majority of Pinterest members are female who pin and re-pin recipes, workouts, pictures of their baking successes and dresses.
There are men who have their own Pinterest boards, and re-pin content they find interesting. However, some are reluctant to post their Pinterest activity on their Facebook wall or Twitter timeline due to the fear of not being viewed as a “manly man”.
Gentlemint, founded by Glen Stansberry and Brian McKinney in November 2011 was intended to be a gender-inclusive form of Pinterest. Stansberry and McKinney didn’t want to re-invent Pinterest. However, they simply wanted to create a social media community that would complement Pinterest. A social community that would focus on a particular set of content.
Gentlemint is a place to find and share manly things. Gentlemint caters exclusively to men, although there are female members of the Gentlemint community. The site is still in the early stages as it grew out of it’s beta stage in January 2012.
Gentlemint refers to its content as “tacks” as opposed to Pinterest’s “pins”. Upon initial browsing of the site, I came across pictures of cars, firearms, watches, male-focused gift ideas, clothing and recipes. Yes – recipes!
Gentlemint’s influence on social media has yet to be seen. Gentlemint has more than 5,000 followers on Twitter, compared to the 1 million that follow Pinterest; and more than 7,500 likes on Facebook, compared to the 2.4 million people that like Pinterest.
According to WebStatZone, as of October 25, 2012, Gentlemint’s daily traffic was more than 9,000 visitors and over 63,000 pageviews.
Although Gentlemint’s statistics are lower than what some brands would like to see, male-focused brands can take advantage of the Gentlemint community.
Male-focused brands such as Gillette, Old Spice and Axe now have a social media community to gain brand ambassadors of their own.
As Gentlemint continues to grow their social media community, marketing strategists will start to ponder if the niche social community will be a viable option for their social media strategy.
Without a business site like Pinterest, businesses may be reluctant to use the male-dominated Gentlemint. The possibility that, when developed properly, Gentlemint has the potential to drive more referral traffic than Google+, LinkedIn and YouTube combined, as does Pinterest, it is possible Gentlemint may grow to become the next big social media network.
Does Gentlemint have the potential to become the next big social media network that will convert a die-hard Pinterester? Tweet your thoughts