Lens and the Rise Visual Search

“Google Lens is used for over 20 billion search queries every month, and 1 in 4 visual searches using Lens has commercial intent.”

Whoa.

Visual search is evolving beyond simple object identification. New functionalities within Google Lens and broader technological advancements are creating a more integrated and intuitive search experience. These changes have significant implications for marketers.

Advanced and Emerging Use Cases

The application of visual search is expanding into more complex and interactive scenarios:

• In-video search: A beta feature in YouTube Shorts now allows users to pause a video and use Google Lens to identify and learn more about objects, landmarks, or products within the frame. For example, a user could identify a landmark in a travel video to learn about its history and cultural significance.

• Screen search: Google Lens can now search a user's screen on iOS devices through the Chrome and Google apps. This allows users to select any visual element on their screen—including images, text, and even elements within a video—and initiate a search without leaving the current app.

• Augmented Reality Integration: The combination of visual search and augmented reality (AR) is enabling more immersive shopping experiences. Virtual try-ons for clothing and accessories, as well as the ability to visualize furniture and other items in a user's own space are now emerging options.

Why This Matters for Marketers

The increasing sophistication of mobile visual search has several key implications for marketers:

• New Discovery Opportunities: The integration of Lens into platforms like YouTube Shorts opens up new avenues for product discovery and brand engagement. Marketers should consider how their products and branding appear in video content and how they can be easily identified by visual search.

• Increased Purchase Intent: Visual search users often have a high intent to purchase. By making products easily identifiable and searchable through images, marketers can shorten the path to conversion.

• The Future is Multimodal: The combination of visual and text-based search, as well as the integration of voice and visual search, indicates a move towards a more multimodal search experience. Marketers should think about how their content can be discovered through various combinations of search inputs.