Pinterest, the social network that skews heavily female, has doubled its male user base in the past year, reports GigaOm. Earlier this year, the social image-sharing platform hired former Unilever VP David Rubin to help the the service market itself to men.
About one-third of new Pinterest signups are men, in part thanks to the company’s international expansion. A company spokesperson told GigaOm that the platform’s demographics are closer to a 50/50 split in emerging markets. The site has introduced gender targeting for pins and also partnered with companies like Home Depot to help appeal to men.
With a valuation of $5 billion and comparisons to Google, the company is working to show it has mass appeal. Pinterest has been courting marketers and publishers with its latest products — two potent forces for social networks.