On October 19th I went to Digital First, a congress for digital marketers in Brussels. The keynote that surprised me the most was Pinterest. It surprised me because Pinterest has always been the underdog among social media channels for me. This platform is mainly used by women and is dominated by content on food, fashion, home and beauty. So for a long time I didn’t understand the platform, now I love it because I can effectively use recipes and home styling. But what makes Pinterest so special? One answer; the billions of visual ideas floating around. These ideas will lead to Pinterest changing the way we do online searches.
When searching on the internet we mainly use text to describe what it is we are looking for. What if you don’t know or you cannot describe what you are searching for? How are you going to find it? When you want to find a certain look or a certain chair, you are not going to find it by describing what it looks like. This is where the visual aspect of Pinterest comes in. Instead of searching for an item with words, we are now going to use a real life item and pinpoint where this idea comes from so that you can find the idea itself or related ones.
“Discovery sparks creativity and creativity sparks action”. – Adrian Boyer
Now the question arises; how will Pinterest find these ideas? Pinterest recently added an extension to their app called ‘Lens’. When you open your app, you will see a camera icon on the top right corner of your screen. Tap the camera and you can go into the world and be inspired. This way Pinterest is giving us a very intuitive and powerful way of experiencing the world and getting ideas.
For Brands this can be very interesting. When a consumer is using a product of yours they could now use the ‘Lens’ in Pinterest to give them ideas of what they can do with that product. Inspiring them to think outside of the box and challenging them to use your product in creative ways. Let ‘Lens’ help them experience your brand like they have never done before.
Pinterest Visual Search
Discover a whole new way of obtaining ideas because according to Pinterest (and I agree) the future of online search is visual. Before I finish may I suggest that you go and explore ‘Lens’. I want to give a big shout-out to Adrian Boyer (https://www.linkedin.com/in/adrien-boyer-b64b8/) , General Manager France & Southern Europe, for his amazing Pinterest keynote speaker.
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Passion flows through my veins for digital communications, and that's what I aspire to do in life. Enrich the world with exciting content that tells the stories of people doing their thing while doing their job.