Why You Can’t Ignore Visual Search: 62% of Millennials Prefer It Over Text-Based Search

Visual search is an emerging technology that allows people to search the web using images (or the camera) instead of text. In practical terms, a user might snap a photo of a product or object and let a search engine identify it and find similar items or information. This is a fundamentally different experience from traditional text-based search, which relies on keywords and phrases. Visual search leverages computer vision and AI to interpret an image’s content – shapes, colors, patterns – and connect it to relevant results.

For e-commerce businesses and even healthcare organizations, the question arises: Should you be optimizing for visual search?

What Exactly Is Visual Search (and How Does It Differ from Text Search)?

Visual search refers to using an image as the query for an online search, rather than words. Instead of typing a description (“red shoes size 8”), a user can show the search engine a photo of the item or something similar. The search engine then analyzes the image using AI algorithms to identify objects, shapes, text, and other features, and returns results that match or relate to the image. This contrasts with traditional search, where the user must guess the right keywords. Visual search is often more intuitive – for example, if you see a lamp you love at a hotel, you could take a picture and search for that exact lamp (or very similar ones) online, without needing to know the brand or model.

How it works: Behind the scenes, visual search engines use machine learning models trained on millions of images. These models can recognize things like products, landmarks, plants, animals, logos, and even human attributes. When you submit an image, the system creates a “feature vector” (a mathematical representation of the image’s key features) and compares it to a database of known images. It then finds matches or near-matches. In effect, visual search indexes the world visually rather than by text. As a result, it can answer questions that are hard to put into words. For example, describing a specific pattern on a dress or an unfamiliar medical rash in words is tricky – but showing a picture can directly search for that pattern or lookalike images.

Why it’s different from text search: Traditional search relies on textual content and SEO (titles, meta tags, keywords) to retrieve relevant results. Visual search bypasses language – it’s language-agnostic and works purely from the image’s content. This means users can find things even if they don’t know the right terms. It also means businesses might need to optimize their digital content (like product photos or image alt tags) so that their images are recognized correctly by search engines. We’ll discuss that strategic aspect later on.

Visual Search in Action: Key Tools and Platforms

Several major tech platforms have invested in visual search capabilities, making it easier for consumers to “search what they see.” Here are some of the notable visual search tools and how they are being used today:

• Google Lens: Google Lens is one of the most advanced and widely-used visual search tools, integrated into the Google app and many Android phone cameras. Launched in 2017, it now processes about 20 billion visual searches per month. With Google Lens, you can point your smartphone camera at just about anything – a product, a plant, a menu, a landmark – and get information or relevant search results. For example, Lens can identify a species of flower, translate text on a sign, or find a similar jacket to the one someone is wearing. Google keeps enhancing Lens with new features: it can now handle multi-modal queries (e.g. you can add text to refine an image search) and even search within video. Shopping is a major use case for Lens. If you see an item of clothing or furniture you want, Lens will show you shoppable results – Google reports that out of those 20 billion monthly Lens searches, 4 billion are related to shopping.

  
  

Google has also introduced Lens features for healthcare, like the ability to search for skin conditions by taking a photo of a rash or (with a clear caveat that it’s not a medical diagnosis, but it helps people find information). In short, Google Lens is bringing visual search into everyday search habits.

• Pinterest Lens: Pinterest, the image-driven social platform, was an early pioneer of visual search. Its “Lens” feature launched in 2017, allowing users to snap a picture (or use any existing image) and find visually similar ideas on Pinterest – from products to recipes to decor. Pinterest’s CEO Ben Silbermann famously said, “I really believe that the camera will be the next keyboard. It will be a fundamental tool you use to query the world around you." Pinterest backs that up with significant usage statistics: as of a couple years after launch, Pinterest was seeing over 600 million visual searches per month across its visual search. (Some newer reports put the number lower or measured differently – e.g. 250 million+ monthly  – but either way, it’s hundreds of millions of searches.) Pinterest has found that its users eagerly embrace visual discovery; one study noted 80% of Pinners start with visual search when shopping, compared to 58% of non-Pinterest. The platform’s focus on fashion, food, and lifestyle inspiration makes visual search a natural fit – users can snap a picture of an outfit or a room and find similar styles and products. For businesses, Pinterest Lens is a channel to get your products discovered by an audience that prefers visuals over text.

  
  

• Bing Visual Search: Microsoft’s Bing search engine also offers robust visual search capabilities. Available on the Bing website, mobile app, and even built into the Edge browser and Windows, Bing’s visual search lets you upload a photo or use your camera to search for similar images or identify objects. Bing can do handy things like detect multiple items within one image (for example, you can upload a living room photo and separately search the couch, the coffee table, the lamp, etc. in that photo). It can identify landmarks, animals, and products and then show shopping sources. Microsoft has continuously improved Bing Visual Search since its introduction, integrating it with their AI and image recognition. While Bing’s share of the overall search market is smaller, its visual search serves as an alternative for those not using Google, and it’s also offered to developers via an API.

  
  

• Amazon StyleSnap: E-commerce giant Amazon joined the visual search trend with StyleSnap, announced in 2019. StyleSnap is built into the Amazon mobile app – users can tap the camera icon and upload a photo or screenshot of an outfit they like, and Amazon will return similar clothing available for purchase. The idea is to shorten the path from inspiration to purchase: see a style, snap it, and find something just like it on Amazon. For example, if a user loves a celebrity’s dress from Instagram, they can StyleSnap that image and get recommendations for similar dresses on Amazon. Behind the scenes, Amazon uses deep learning to identify the garments in the photo (dress, sunglasses, purse, etc.) and then find look-alike products in its catalogue. Amazon reported that the simplicity of the user experience belies the complexity of the AI technology behind. While Amazon hasn’t published usage numbers for StyleSnap, they have indicated that visual searches on Amazon’s platform were growing – at one point, Amazon noted visual searches worldwide increased 70% year-over-year. reflecting the rapid uptick in people using cameras to shop.

  
  

• Others (Snapchat, Social Media, etc.): Visual search is popping up in other contexts too. Snapchat, for instance, partnered with Amazon in the past to let users snap an item or barcode and get Amazon product results directly in the Snapchat app. More recently, TikTok has begun testing a visual search for products: users can take a photo of something and find similar items on TikTok Shop. This shows that social and commerce platforms recognize the demand for camera-based search. Even retail apps and specialty platforms are using visual search; for example, the fashion resale app Poshmark introduced visual search so users can find clothes by image. In the realm of healthcare, some medical apps and tools are using image recognition (a form of visual search) to identify pills or skin conditions. And of course, classic reverse image search (like Google Images’ “search by image” or TinEye) has been around for years, primarily to find copies of an image or check image sources – which is now evolving into more consumer-friendly visual search experiences.

  
  

The bottom line: A variety of tools now let consumers search by image across different platforms. For businesses, this means your content could be discovered via images on any of these services. Optimizing for visual search isn’t about one single search engine – it spans Google (for general search and Android users), Pinterest (for discovery-minded shoppers), Amazon (for purchase-ready consumers), and even your own apps or website if you choose to implement visual search technology internally.

Key Trends and Stats: The Rise of Visual Search

Visual search is part of the next wave of intuitive search technology, alongside voice assistants and AI chatbots. As of 2024, it remains in the early adoption phase—only about 10% of U.S. adults use it regularly, but 42% are at least somewhat interested. Around 36% of consumers have tried it for shopping, and one in three use it as part of their purchase journey.

Younger generations are driving adoption. About 62% of millennials prefer visual search over text, and 22% of users aged 16–34 have made purchases through visual search—compared to 17% of those aged 35–54 and just 5% of those 55 and older. As Gen Z and millennials become the dominant consumer group, visual search usage is expected to grow rapidly.

The most common use cases are in shopping and lifestyle: 87% of Pinterest users have made purchases after using visual search, and roughly 20% of all Google Lens queries are shopping-related. It's also gaining traction in home decor, fashion, travel (like identifying landmarks or translating signs), and healthcare—Google processes nearly 10 billion annual searches related to skin, hair, and nail issues, prompting tools to visually search for conditions like rashes.

Major tech platforms are all-in on visual search. Google, Amazon, Microsoft, and Pinterest have built it into core products, and Amazon reported a 70% year-over-year increase in visual searches globally. About 19% of U.S. retailers have already adopted visual search, and 40% plan to do so in the next two years. By 2024, 85% of consumers expected e-commerce platforms to offer visual search functionality.

AI advancements are making visual search more powerful, including the ability to process complex, multi-step queries (e.g., “find shoes like this, but in red”). Target and other major retailers have already integrated visual search tools into their apps.

The market is projected to grow more than 20% annually, reaching an estimated $14–15 billion by 2027. As AI improves and user awareness increases, visual search is expected to shift from a niche tool to a mainstream search method.

Looking forward, visual search will likely become part of a seamless multimodal experience—blending images, voice, and text—allowing users to interact with content in the way that feels most natural in the moment. For brands and marketers, visibility in these new search formats is becoming essential.

Visual Search for E-Commerce: Benefits and Limitations

Visual search offers e-commerce brands a compelling way to improve customer experience and boost sales—especially in categories like fashion, home decor, and beauty. But while the potential is high, there are technical and strategic challenges to consider.

Benefits

Seamless Product Discovery

Instead of relying on keywords, customers can upload a photo to instantly find similar items. This captures “inspiration to purchase” moments—like spotting a handbag on Instagram or shoes on the street—and reduces friction in the path to purchase. At ASOS, users of visual search viewed 48% more products and were 75% more likely to return, with 9% higher order values.

Higher Conversion Rates

Visual search matches products to customer intent quickly. When users can “see it, shop it,” there's less hesitation. Features like “shop the look” also increase cart size by recommending complementary items.

Mobile-Friendly Experience

Typing on mobile isn’t ideal—visual search is. Camera-based search feels natural, especially for younger shoppers. Retailers report increased engagement and time spent on mobile apps when visual search is available.

Captures Long-Tail and Unspoken Queries

Customers don’t always know how to describe what they want. Visual search lets them bypass language and terminology altogether, unlocking purchases that might otherwise be missed.

Richer Analytics & Personalization

Each image-based search reveals user intent. Over time, these patterns can inform inventory, ad targeting, and personalized product recommendations.

Limitations

Technical Implementation

Building a reliable visual search feature takes serious AI and infrastructure. Smaller retailers may find it easier to integrate with existing platforms like Google or Pinterest rather than building from scratch.

Discovery vs. Decision

Visual search brings users to relevant products, but the final decision still depends on comprehensive product pages—specs, pricing, reviews, and more.

Accuracy and Relevance

AI isn’t perfect. A search for a patterned dress might return unrelated items with similar colors. Poor matches can frustrate shoppers unless the algorithm distinguishes exact matches from look-alikes.

User Awareness and Adoption

Not all users know the feature exists or how to use it. Retailers must promote it and help users feel comfortable snapping photos in public settings.

Competitive Exposure and SEO Risks

Search results often show multiple brands. Even if the shopper is inspired by your product, visual search might surface competitors. Brands need to optimize image quality, alt text, and platform presence to increase visibility and win these impressions.

Integrating Visual Search into Your Digital Strategy

Visual search isn’t a novelty—it’s a growing shift in how people find information. Whether you're in retail, healthcare, or another industry, now’s the time to align visual search with your broader digital marketing and SEO efforts. Here's how to fold it in smartly:

1. Optimize for Visual SEO

Treat your images like webpages. Use descriptive filenames (e.g., blue-velvet-sofa.jpg), meaningful alt text, and structured product data. Make sure your images are crawlable and included in tools like Google Merchant Center. Visual search creates new entry points—your image might be what gets the first click, not your headline.

2. Rethink Visual Content Marketing

Include infographics, styled photos, and branded visuals that are shareable and searchable. Think Pinterest-friendly. If someone screenshots your content and searches by image, it should lead back to you. With video search gaining traction, optimize thumbnails and keyframes too—users might pause and search mid-video.

3. Nail the Mobile Experience

Visual search is a mobile-first behavior. Make sure your app or site supports easy image uploads or camera-based queries. Keep it front and center (like a camera icon in the search bar), and ensure speed and clarity by compressing images and offering photo tips (e.g., plain backgrounds).

4. Keep the Omnichannel Journey Tight

Users might discover you through visual search, then switch devices to buy. Connect the dots. Add CTAs to image-heavy platforms like Pinterest, and ensure landing pages from visual search are conversion-ready with clear next steps.

5. Explore Paid Visual Search Ads

Platforms like Google and Pinterest are rolling out ad placements within visual search results. Be ready to bid on image-driven searches like “red dress lookalike.” Early adoption can mean lower costs and higher visibility.

6. Track What Matters

Use Google Analytics and other tools to monitor image-based traffic and engagement. If your site or app supports visual search, track clicks on the camera icon, success rates, and top-searched visuals. These insights can shape your product and content strategies.

Should You Optimize for Visual Search Now?

Given all the above, the pressing question for many marketing leaders (CMOs included) is: how much effort should we put into visual search optimization today? The answer will vary by industry and company, but here’s a strategic way to think about it:

If you’re in an industry like retail/fashion/home decor, where products are highly visual and your audience skews younger or tech-savvy, it’s a good idea to start integrating visual search into your strategy sooner rather than later. Ensure your product images are optimized for external visual search (Google/Pinterest). Perhaps pilot a visual search feature in your mobile app or on your website, if resources allow, to stay ahead of the curve. It can be a differentiator and a draw for a certain segment of customers. Also, consider content partnerships with visual platforms (for instance, publish lookbooks on Pinterest that capitalize on visual discovery).

If you’re in healthcare or B2B or other fields where the use cases are narrower, you don’t need to rush to implement image search in your own platform, but you should make sure you’re discoverable when someone uses visual search related to your domain. For example, a dermatology clinic should ensure their site’s images are labeled so that if someone Google Lens’s a skin condition that the clinic treats, their content might surface. And generally, maintain high-quality imagery in your content as part of good practice. You might also watch for opportunities to leverage visual search indirectly – e.g., if WebMD or a major health app integrates visual search, maybe your hospital could partner or contribute content.

It’s also worth noting that visual search optimization often overlaps with general good digital hygiene: having a mobile-friendly site, great images, descriptive content, and being present on relevant digital channels. So, even if visual search weren’t to take off as fast as predicted, those efforts are not wasted.

Therefore, a prudent strategy is: prepare and stay informed. Optimize your visual assets (that’s low-hanging fruit). Educate your team about how visual search works. Perhaps create an internal task force to identify opportunities where visual search could be incorporated into your customer experience. And keep an eye on competitors – if your direct competitor launches a popular “search by photo” feature, you might need to move faster to avoid falling behind.

Conclusion: Embracing a Visual Future – With Strategy

Visual search is an exciting frontier that blends the digital and physical worlds, allowing consumers to bridge inspiration and information with a snap of a camera. It’s transforming how people shop and learn – especially the new generation that expects instant, visually-rich results. For businesses in e-commerce, visual search can enhance user experience, drive engagement, and ultimately boost sales. For healthcare and other industries, it offers innovative ways to engage and educate, though it must be handled with care.

At the end of the day, optimizing for visual search is about being ready for the next shift in consumer behavior. It doesn’t mean abandoning traditional SEO or paid search – those remain vital – but rather augmenting your strategy so you’re covered on all fronts: text, voice, and vision. As a marketer or CMO, you should ask: Are our brand’s images telling our story effectively on the platforms where visual search happens? Are we present and optimized on Google Lens, Pinterest, Bing, Amazon, etc.? Do we have a plan for leveraging this trend in a way that aligns with our business goals?

The path to visual search readiness can seem complex, given the technical and strategic considerations. That’s where expert guidance can be invaluable. Orr Consulting is closely following emerging technologies like visual search, and we help clients cut through the hype to devise practical, effective strategies. Whether you’re considering adding visual search to your website, or you want to ensure your content is discoverable on the latest platforms, we can provide the strategic roadmap to get you there.

Ready to explore how visual search (and other AI-driven trends) fit into your marketing strategy? Contact Orr Consulting today. We’ll work with you to evaluate your current digital presence, identify opportunities in areas like visual search optimization, and craft a forward-thinking strategy that keeps you ahead of the curve. In a world where consumers can search any scene with their smartphone camera, let’s make sure your brand is what they find. Reach out to Orr Consulting for strategic marketing guidance on visual search and other emerging technologies – and turn these innovations into your next competitive advantage.