It is a proven fact that visualization makes things more memorable since it engages the sensory memory.
In fact, internet users are able to recall the visual content they have seen more often than other forms of content.
It is estimated that 90% of the information processed by the human brain is visual.
It is no surprise that visual searches are making a huge impact on the world of digital marketing.
What is Visual Search Technology?
Visual search technology is a form of artificial intelligence technology that allows users to create search queries using pictures.
This does not refer to the image results that show up after a text search query on google.
The search itself starts with an image. Through artificial intelligence, the device processes pixels to identify the object. Through machine learning, the search engine looks for similar objects on the internet.
What are the Benefits of Adapting to Visual Search?
Technology promises convenience and efficiency. As more and more businesses and retailers embrace the online marketplace, it is becoming increasingly difficult to beat the competition online.
There are several benefits of using visual search for your online business-
As stated above, the impact of visual search lasts much longer than textual search results. Users remember 65% of the visual data they process even 3 days later. This means visual searches have the ability to help you stand out from your competition.
In marketplaces like India, where there are over 700 million active internet users, most consumers are hesitant to buy products online. It is important to establish trust to tap into such large markets. Visual search results increase the trust factor and motivate users to buy products.
Higher Conversion Rate
Visual search marketing provides higher conversion rates than other forms of marketing. Take Pinterest for example. The image ads on Pinterest have an average conversion rate of 8.5%.
Not only this, image search tends to show consumers the products they didn’t even know they wanted. Over 27% of internet users tend to make impulse purchases when shown visual search results.
As influencers, online content and, digital advertisements capture the imagination of online consumers, an increasing number of people are inspired by the visual content they come across.
Over 55% of internet users report that visual search technology has helped them develop their taste and hence this technology is emerging as a game-changing digital marketing tool.
How Marketers Can Adapt to Visual Search Technology?
More Quality Images
It is extremely important for marketers to engage with their consumers through images and visual search. The longer a customer spends looking at a product online, the higher the chances that they will buy it.
This is why marketers should recognize the importance of high-quality images. Sites like Nike, Myntra, and ASOS have made sure to include multiple images of their products, capturing them closely and from different angles to improve their user experience.
It has also been observed that visual search engine rankings are privy to the dimensions and quality of the image. Marketers should use high-resolution images with regular dimensions ie- the pictures shouldn’t be too long or too wide.
This will also help improve your visual search engine rankings.
Clear Branding through Images
Artificial intelligence processes individual pixels to extract information from an image. Every detail in the images matter.
Making sure that your logo is present on every image you upload will help boost brand visibility and help integrate your visual search results.
Include Images in Sitemaps
Since the number of visual searches is predicted to boom in the near future, including images in your XML sitemap will help your page rank better and boost your visibility organically.
Impact on SEO
Visual search also impacts SEO in many ways. It makes the job of an SEO specialist much easier.
Before this technology was introduced, marketers had to manually add image tags and metadata to individual images. Now with artificial intelligence, the search engine is able to identify images and add appropriate tags.
This means SEO experts need not add multiple image tags manually. They can simply add important tags that will describe their image the best and let the visual seach engine take care of the rest.
For online retailers, influencer marketing holds more weight than ever before. As the name suggests influencers are much like ‘online celebrities’ who have “influence” over their followers.
Using visual search allows marketers to convert the influence or inspiration these public figures provide and market their products. The visual search technology will help industries tap into this resource. Consumers will now be able to find products through features like “Shop the look”.
Many big names in the world of fashion and furnishing have put this technology to good use. Brands like ASOS, IKEA, Walmart and, PropertyGuru have already used this technology to improve their user experience through online catalogues, price comparison tools, and visual search tools.
If one wanted more proof of the importance of visual search in the future, they needn’t look farther than the ongoing visual search acquisitions. The changing trends have prompted Snapchat to collaborate with dog scan, Amazon to collaborate with GitHub to improve their visual search technologies. Instagram has also rolled out features such as “shop the look” and intends to launch its own visual search engine. Pinterest is slowly shifting towards becoming a visual search engine, helping buyers find products similar to the pictures.
The future of visual search technology is bright and will immensely impact digital marketing trends in the near future. As technological advancements improve visual search capabilities, it is essential for marketers to monetize on this growing trend.