Pinterest has been growing as a platform for marketers for years now. It continues to innovate with a lot of tools to create a unique user experience for its audience. The latest of such tools is the Lens feature. Pinterest has improved upon Lens even more with new functionalities and a fresh look.
The new Pinterest lens layout
Introduced in February, the Lens feature lets users photograph objects and then makes suggestions for related items based on the images taken. Think of it as Google Image Search for Pinterest Pins.
The tool relies on machine vision to compare the photos to those already posted on the site before returning matches. During the launch Pinterest said that Lens introduced a new kind of search results that provided context to the objects being displayed.
In line with its goal of making Lens user-friendly, Pinterest has updated the interface’s look. It now features a full-screen shot of the subject that is being captured. Previously, Lens only had a circular cutout of the shot against a white background. The new transparent background, seen above, is also surrounded by a host of new tools and features:
- Zoom and focus: Designed to better capture the perfect images that users are looking for.
- Capture button: A dedicated “Capture” button. This improves on the previous method of simply tapping anywhere on the screen.
- Camera roll: Users can now do searches using images taken from their own Camera Roll.
- Lenses To Try: This option lets you change the default Lens background. This could be used for sponsored content.
The layout and overall look of the interface bears some similarities with the camera features found on Facebook, Instagram, and Snapchat. However, the difference in functionality sets Lens apart from these other platforms.
Aside from the new layout and tools, Pinterest has also included an “Instant Ideas” button. This shows up on each Lens image. It allows users to search for Pins related to the original image. This puts it amongst some of most powerful mobile Pinterest apps.
For instance, if your image is that of a slice of meat or fruits, Instant Ideas can bring back Pins of recipes featuring the two ingredients. It is all part of how Pinterest wants to create a tool that does nothing but help people plan their ideas. It can help you come up with a good recipe, plans for your next vacation, or window shop for your next car.
Using Pinterest Lens for marketing
Pinterest says that usage of the new tool has tripled between May and July which, the company says, is an overwhelming response to the additions. To accommodate the increasing number of searches, the site has doubled the number of categories that Lens recognizes.
For brands, this growth represents a new opportunity to get discovered on the platform. Using the knowledge of their audience’s behavior, businesses can anticipate the images that they will be searching for and create more relevant pins for them. Using our Pinterest Likes and Repins service, brands will be able to push their Pins up in search results, making it easier for them to get discovered. It can also serve to make their Pins more appealing to click on.
Get your brand discovered by Pinterest’s Lens tool
Pinterest has just offered its users a new way of discovering content with its new Lens feature. Brands like yours can benefit from it. Take advantage of the tool’s growing popularity and bring your content even closer to your audience.