It’s been a big year for Pinterest, already launching a “buy” button and introducing video ads, but now the image-collecting social media channel is giving users a new way to find the products they love, but might not be able to recognize.
Pinterest has launched a new feature: visual search – a game-changing new way to discover content and products within the site. This is a great compliment to its current contextual, trending, and topic-based search options. The feature is now available for both mobile and web.
How Does It Work?
If you see something you like, you can select a gray and white magnifying glass in the top, right-hand corner and drag your mouse to put a box around the part of the image you want to learn more about. This will return a selection of visually similar results and tags from Pinterest’s database that you can choose from, based on what’s in the photo, to narrow down the search. To take it a step further, when focused in on the specific item, whether it’s a lamp or a dress, Pinterest will give the user the exact name and where it can be purchased.
What Does This Mean for Brands?
This is yet another way – along with the buy button mentioned above – Pinterest is diving into the e-commerce space. It can also affect how brands think through their content strategy when it comes to the social channel. As we learn more about how consumers are using this new feature, product photography, lifestyle photography, graphics, and native pins will all be under consideration for how brands can most effectively and successfully highlight their products.
For paid advertising efforts, we suspect this may become a targeting option in the future, allowing for even more relevant targeted paid Pinterest search placement. Let us know what you think of the new feature and if this changes the way you use Pinterest.