Pinterest launched an object-recognizing, image-search Lens feature earlier this year, which enables users to use their smartphone cameras to scan real-world items and get related results on Pinterest. On Tuesday, the company updated the in-app feature to include a Visual Guides function meant to help users narrow down the objects captured by their cameras and figure out what the users really want to search for. Moreover, the social scrapbooking site is also adding QR code support to the Lens feature, allowing users to use it to scan basic QR codes and be redirected to either a Pinterest page or any third-party webpage. A 3D-touch shortcut is also added to the iOS Pinterest app to allow for quick access to this Lens feature.
What Brands Need To Do
This update for the Pinterest Lens feature should give its search platform a much-needed boost and make it more useful for Pinterest’s over 175 million users, whose interests around specific topics such as fashion, design, home decor, and food have kept the social platform competitive against the likes of Facebook and Snap.
With the quick advancement of machine learning and AI-powered solutions, we are starting to see examples of brands primarily using the camera as an input source of the mobile user interface and leverage images to learn about user intent. Snapchat is a prime example of leveraging the camera to engage with mobile users. This trend should provide some inspiration to brands looking to update their digital user experience to be more intuitive and convenient for mobile users.