Pinterest Is Looking to Maintain Its Visual Search Momentum With Several Updates

Pinterest Lens can now recognize items across 3,000 categories

More than 5 million new shoppable products from some 25,000 brands were added to Shop the Look Pinterest

Pinterest Tuesday announced several updates to its visual search tools, saying that use of the technology on the social network has grown by more than 70 percent year-over-year.

The social network said it is processing more than 300 million visual searches every month and serving over 2 billion Pins as a result of those searches.

Pinterest is letting users bring its Lens visual search tool into their own closets with its launch of Lens Your Look.

The social network said in an email to Social Pro Daily that users can combine text searches on Pinterest with photos of items they already own to see styles that work with those items, adding that the feature began rolling out to iPhone and Android English-language users Tuesday.

According to Pinterest, Lens can now recognize items across 3,000 categories, quadruple its total at launch in February.

Visual search product lead Jeff Harris told Matthew Lynley of TechCrunch: “The way lenses work, you take a picture of something and we try to match the picture with all the images that are most similar. What we’ve done with Lens Your Look is taken a step deeper. We looked within our fashion Pins with all the articles of clothing that are represented of that outfit. We’re not looking for whole Pins with jean jackets, we’re looking for outfits where a small part is a jean jacket … The text figures out the candidates and then the vision finds the best match. It’s a good fit for Pinterest because so many search queries are big open-ended head queries where they can go a whole lot of different directions. You give us that image and it lets you go way more granular.“

Pinterest also announced a “deeper partnership” with ShopStyle that will “immediately” add more than 5 million new shoppable products from some 25,000 brands to the social network’s Shop the Look visual search e-commerce feature (pictured at the top of the post).

The social network said engagement on Shop the Look Pins is higher than that for conventional Pins, and click-through rates are double.

Pinterest added that the ShopStyle Collective of some 14,000 influencers can now “seamlessly” bring their shoppable looks to the social network by connecting their accounts, adding that the application-programming interface will be available to those influencers “in the coming weeks.”

The social network also introduced Responsive Visual Search, allowing users to pinch to zoom on any object to automatically launch a visual search “with a redesigned, more immersive experience.”

Also on the visual search front, Pinterest announced that the capability was added to its extension for Firefox, joining its extension for Chrome. David Cohen is editor of Adweek's Social Pro Daily.