In February, Pinterest announced the launch of three new visual search tools, including Lens, Shop the Look and lastly, Instant Ideas. These add-ons not only intrigued the users as they were able to easily find what they wanted, but it also was of interest to advertisers. In response to the marketers request for more promotional opportunities, Pinterest is now rolling out the same visual technology to make advertisement pins more effective and readable.
Tim Kendall, Pinterest President, announced their update on May 16th, at TechCrunch Disrupt stating, “Until now we’ve only applied the visual discovery tech to the organic consumer-facing products, but the news is we’re now applying it to ads”.
This Pinterest update means the company will employ the same image recognition that users are currently utilizing, which powers visual search and recommendations. Thus, the visual technology will pick up on colours, styles and themes that the user is looking at and then generate similar promotional content. In turn, visual technology will allow advertisers to effectively reach their target audience more easily and effectively.
These innovations appear to enhance the Pinterest user experience as they aim to provide convenient ways for users to find what they are looking for. Additionally, these search tools also provide significant opportunities for various businesses to gain exposure.