It’s time for marketers to turn their attention to image-based search.
Over 75 percent of consumers are inspired to make purchases based on image and video content, according to new research from ViSenze — a statistic that highlights the growing importance of image-based search for marketers.
This isn’t a surprising stat in and of itself: Consumers have been inspired by visual content since the days of billboards and window shopping. But today’s technology allows them to put this preference into action by consuming more image or video-based digital content and, more importantly, making searches for products by means other than text. In fact, by 2020, an estimated 50 percent of searches will come from images and voice.
Image Inspiration On Social
So, what does this mean for marketers? First and foremost, it underscores the importance of understanding the platforms fundamental to image-based discovery — and how that subsequently leads to clicks, store visits, and purchases.
Social media marketing matters immensely in this regard: ViSenze’s report also finds that 44 percent of consumers use social media more than five times a day, and one-third of purchases begin on social platforms each month.
Pinterest and Instagram are key inspiration hubs that marketers should look to utilize, particularly in the retail and home goods spaces. This means exploring “buyable pins” and buy buttons to enable direct commerce, as well as using tools like Instagram Stories to promote sales at specific store locations.
Pinterest in particular has rolled out a number of features designed to keep pace with social media marketing offerings from Facebook, Snapchat, and Twitter. In February, it rolled out a new search function that aims to match discovery to images, not words. Dubbed Pinterest Lens, “it lets you use the camera in your Pinterest app to discover ideas inspired by objects you see out in the real world,” the company said at the time.