Short-form video typically lasts less than a minute and is designed to be speedy and engaging, as well as easy and fun to watch. Often filmed vertically, it’s widely used across TikTok, Instagram Reels and YouTube Shorts to entertain or teach or in marketing. In the rapidly changing digital world, short-form video captures attention. Indeed it has transformed the way content is created, consumed and shared and become a key driver of engagement across most social media platforms.
That said, visual content including visual and image search and images generally are increasingly important, especially in e-commerce and in bridging the gap between the online and offline worlds in helping consumers discover products they hadn’t planned to buy or realised they wanted.
Social media platforms and shopping sites like Amazon are geared up these days for content discovery, showing users new ideas, trends or products according to their interests and behaviour – not simply what they specifically searched for. (In SEO this initial discovery is part of the ‘awareness’ point in the customer journey, as people first discover something before deciding to buy or even engage with the brand.)
What is visual search?
Visual search is where, rather than entering a keyword, a user shows or uploads an image to a search engine. The system analyses visual characteristics including shape, colour, texture and object recognition to find matching or similar items. And it’s a game-changer in allowing retailers to present highly accurate search results which exactly match what people are looking for.
In e-commerce, it works with a user spotting something offline, like a shoe, taking a picture and using visual search in apps and websites to find the same thing. Ultimately it means that shoppers find what they need more quickly, while retailers enjoy greater engagement plus stronger sales.
It’s slightly different to image search, which is still about using words to locate an image.
According to industry recruiters Blu Digital, it’s about using real-world images or screenshots in an online query, for example via Google Lens, the tool allowing you to scan the internet with your camera or a picture.
Why is it booming now?
According to Bigg, visual search is one of the most significant marketing trends of 2025, and for nearly three-quarters (74%) of consumers, regular text-based keyword searches aren’t enough to identify the right products online. So more and more of us are increasingly turning to visual search instead, as both traders and consumers. Here are some reasons why:
- AI/visual computer improvements
Visual recognition is now more accurate and scalable than ever, thanks to better training data and hardware, machine learning (the use and development of computer systems that can learn and adapt without following explicit instructions) and neural networks (a type of machine learning algorithm inspired by the human brain).
At the same time, retailers are introducing image recognition to drive in-store analytics, or the use of data-driven tools and techniques to collect and analyse data from a physical store to enhance the customer experience, optimise operations and boost sales. It includes activities such as shelf-scanning and product placement.
- A picture speaks a thousand words
The old cliché of a picture speaking a thousand words is true. A photo can be more precise than a description. And it’s not always easy to describe, say, a pair of boots with a snakeskin pattern and buckles exactly so that the retailer immediately knows the pair in question. An image gives a in instant, spot-on indication.
- Bridging the gap
Visual search closes what’s known as the “inspiration → find → buy” gap or the stages between someone feeling inspired and actually purchasing an item. Rather than trawling through endless textual product categories, users can immediately access products which are identical to what they saw which sparked the search in the first place – and this can only represent a huge opportunity for brands.
When retailers truly understand what their customers like visually, they can personalise recommendations which in turn improves inventory decision-making.
- Cross-channel and app integration
Platforms are either integrating visual search capabilities or encouraging developers to do so. Some apps and browsers now incorporate “Search by image” features (e.g. Google Lens does). At the same time, more e-commerce retailers are combining visual and voice search, for example allowing users to take a photo then refining this with voice search in product discovery
Strategies for imaged-based and visual search
Here are some of the ways you can get the most from visual search:
- Focus on the quality of your images: Think high-quality, clear and well-lit photos with multiple angles. The better your images are, the more accurate matching and recognition will be.
- Use alt text/descriptive metadata: Image metadata helps systems to understand what the image contains (so if a reverse search or similar recognition algorithm uses metadata, it’s more accurate).
- Incorporate visual search into your apps/website: If possible, let users upload images as they search for products. Alternatively, integrate visual search Application Programming Interfaces (APIs) (e.g. Google Lens, Pinterest Lens) on your own platform.
- Bridge the gap between offline and online: Encourage customers in offline settings (e.g. stores, product displays) to take pictures and search your catalogue.
- Track visual search behaviour: Closely monitor how many queries/conversions come through visual search; this is still an emerging field, so any insights are invaluable.
- Stay updated on Software Development Kits (SDKs)/APIs/vendor tools: If you prefer not to build from scratch, many companies offer visual search tools which you can integrate into your website or app.
Simply Search: making visual search simple
At award-winning Simply Search, we’ve been across visual search for some time now – we stay abreast of all developments in our fast-paced, rapidly changing sector to help our clients and we could help you, too.
We provide expert SEO packages, solutions and strategies. Let us help you make the most of visual search for our business, so that your organisation grows and you stay ahead of the competition. Our SEO services yield the best possible return on your investment in the shortest possible time for your budget, thanks to our expert, tailored services, aimed at meeting the unique needs of your website and your business. Get in touch today – and book your free website review.