Pinterest Rolls Out Pinterest Lens to all US Users, Adds New Options

Pinterest Rolls Out Pinterest Lens to all US Users, Adds New Options 14/3

Pinterest unveiled their latest discovery tool called ‘Pinterest Lens’, which allows users to take photos of real world objects & find matches for them on Pinterest based on recognition technology.

At the time, the new feature was just made available to a selected group of users, but Pinterest has announced that Lens is available to all users in the US on iOS & Android.

To access Pinterest Lens, you need to update your Pinterest app to the latest version (V6.20 for iOS & your v6.10 for Android). Once you have done that, you can access Lens by tapping on the search bar, then tapping the red camera icon in the top right.

This will open up the lens camera – point it at whatever object you want, wait a moment for the system to match the image, and you will be presented with related Pin options.

You can use images from your camera roll as the basis for your Lens search.

Pinterest notes that, as they had anticipated, initial tests have presented that most users are using Lens to identify objects relating to fashion, home décor, arts & food.

Given that food is the biggest plan on Pinterest (over 15 billion food-related Pins), the Pinterest Engineering team has been working to make sure that food searches, in particular, show recipe-related Pins and the like, more along the lines of what everyone is looking for, as opposed to straight, similar image matches.

“For instance, if the input image is an avocado, we want to show you more than other avocados, including health benefits, recipes & how to grow them.”

This is another element of the Lens process they are looking to refine over time, matching content with intent, as opposed to a like-for-like response.

Along this line, Pinterest is giving users a way to contribute to the development of Lens, with a selection to manually tag objects they identify.

This will help Pinterest develop Lens faster, by essentially crowd-sourcing object identification, giving them a larger pool of tagged sample images.

And adding to the search functionality of Lens, Pinterest is giving users another way to search for related objects, with a new section within Lens which presents ideas to try out & see what matches show up.

This will highlight new objects as Pinterest adds them in, which will give the Pinterest Engineering team another idea to boost their understanding of what everyone is using Lens for by analyzing what matches people most commonly click on from those examples.

Lens is an interesting addition for Pinterest, one which should get them more attention – at the least, inspire more people to try the tool out. If customers get good results, maybe links to relevant Pins that can help them save money on products by identifying items, the innovation could help Pinterest add to their active user count & continue their expansion as an eCommerce network.

Dependent on the take up, Lens could become a significant consideration for marketers. With Lens showing up similar products, you will likely want your offerings to show up on that list. It may be worth experimenting with how Lens works & ensuring your product shots align with the matching process.

Image recognition tools are set to be a much bigger consideration in digital marketing, with Snapchat, Twitter, FB & Google all working to develop their image recognition tools & options. Pretty soon, the ability to search images would be commonplace, the implications of that will be significant, changing the product discovery process & offering a new range of data on consumer habits & behaviors.

It is worth paying attention to how Lens develops, and the user response to those new image-recognition based tools.



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