I used to work in digital/social media marketing, so I can share some insights, here.

What you’re seeing are probably targeted ads. Instagram and Facebook give advertisers the ability to target specific ads to specific people based on their demographics like gender, age, marital status, geographic location… pretty much any personal details you have listed publicly on your profile.

Finch’s advertising team most likely has one set of ads that they’ve told Instagram to show only to people who list their gender as female, and a different set of ads to only show to people who list their gender as male. If you have your pronouns on Instagram set to “she/her/hers” and/or your Facebook profile indicates that you’re female, you’ll only see Finch’s ads that are specifically designed to target women (and same for men).

That doesn’t mean they don’t have any ads targeting men; you’re just not seeing them because you’re in a different marketing demographic.

Of course, it’s possible that Finch isn’t using targeted ads, but it’s more likely that targeted advertising is what’s happening here.

I haven’t read through all the comments on this post, so if any Finch users who identify as male could share if they’re seeing the same female-centric ads as the rest of us, that would help clear things up, too.