Dive Brief:

• Pinterest search results can now tell what gender a user is.
• The social site revealed to the Wall Street Journal that it is testing out gender specific test results in an effort to attract more male users, as the site is currently 71% female. 
• Marketing Land did a mini-experiment to see what results would come from searches for a male user versus a female user and found significant differences—like beer and sliders for men, and high heels for women.

Dive Insight: 

Gender-based search results could encourage some male users that the site does have value for them, and that is likely to be the social site's biggest challenge -- getting men to go there in the first place. Targeted search results in general have been proven to work for other sites in the past, so hopefully the site will be able to use that to draw in the male audience its looking for and drive ad sales.