In visual searches, the Lebanon Email List user, for example, uses an image of a red short-sleeved t-shirt instead of typing the words “red short-sleeved t-shirt” in an application or a search engine. The search engine, for its part, will then propose a set of images relating to the image used by the user. The visual search landscape has gradually developed over the years. Almost 20% of Google searches now generate visual results. Pinterest Lens , a major player in visual search, generated 600 million monthly visual searches in 2018. What is even more striking is that consumers seem very open to the use of this technology. According to eMarketer data, 62% of millennials say they are comfortable using visual search as part of an online shopping experience.
This study also indicated that they would be more comfortable using visual search rather than augmented reality or virtual assistants. The appeal of visual search is not surprising given that humans are visual creatures on the whole. We are drawn to anything visual, more easily receiving and interpreting the meaning of an image than, say, a written word, slogan, or phrase. Simply put, visual search is convenient and more closely mimics the way we experience the world, making it a satisfying experience for consumers. Now that we know why visual search is attractive to consumers, what are the benefits for brands?
The visual search landscape
Visual search offers more opportunities to be visible in search results Visual search does not tend to cannibalize textual search because it is often used to solve problems that consumers may find difficult to verbalize. If you are faced with a particular type of plant for example, and you want to know what it is, it will be very difficult for you to find the words and search for a textual query to find which plant it is. acts. On the other hand, if you have a picture of this plant and can do a visual search, you will quickly find what you are looking for. Brands can thus increase their visibility through a presence in visual search.
Beyond Google, brands can also initiate optimizations to be visible on Pinterest and Amazon in order to be present on other channels. E-commerce players should consider partnering with a visual search technology provider to integrate it into their websites and apps. The benefit of integrating this technology into the shopping experience is clear: the easier it is for a user to find what they are looking for, the more likely they are to make a purchase. Visual search can help simplify and shorten the path to conversion. Social Listening is a powerful tool for understanding consumer feelings, intentions and identifying trends.
The added value of visual search
In the past, this practice was limited to analyzing words that could be displayed in captions and hashtags. Visual search widens the field of Social Listening because it helps categorize and contextualize the images themselves. This allows brands to better understand how their products are used and to discover new marketing opportunities. If you are convinced that visual search can benefit your brand, it’s time to take concrete steps to integrate it into your digital strategy. Consumers use their own images to drive visual search results, but as a brand, it’s in your best interest to make sure that the images you return in the results are compelling.
It is essential to invest in the quality of your images because it is these images that will sell your brand and your products to consumers through visual search. One of the simplest things brands can do to keep pace with the visual evolution of search is to optimize their image catalog for these new standards. Take the necessary steps to inventory the existing image catalog and optimize the ALT attributes based on best practices from Google and Pinterest, for example. Identify if integrating visual search into your website or app would benefit your users. Does it meet a need? Does this add value to the user experience? If this is the case, try to forge partnerships with specialists in this technology that will allow you to offer this advantage to users.