The Camera Is The New Keyboard

The Camera Is The New Keyboard
SHARE
THIS



In this opinion piece, Brittany Richter (pictured below), vice president and head of social media at iProspect New York, explains why Pinterest is the answer to visual search for consumers in a discovery mindset.

Britanny Richter

If traditional search is like the left brain of the internet – premised on fast information retrieval, factually correct answers and queries based on words – Pinterest is the right brain: associative, visual, subjective, and about possibilities and inspiration right for you.

Primarily a visual discovery tool, Pinterest helps more than 200 million people around the world find over 100 billion ideas across every human-interest category – food, fashion, home, style, travel and more. According to a study completed this summer alongside comScore, Pinterest is the internet’s top destination for people seeking new ideas and inspiration.

Pinterest’s Lens feature embodies the effectiveness of visual search. Instead of having to type in a search query, users can now use the camera function in their Pinterest app to take a picture of any object in the real world and be presented with visually similar ideas. It’s a new and unique canvas combining visual search with powerful personalisation, and this combination gives marketers a new way to tap into latent consumer demand, acquire new users, harness more sophisticated, taste-based intent data, and ultimately, drive sales.

Evolving consumer behaviour: Pinterest’s unique value proposition

When people are looking for specific information like the weather in Las Vegas, for example, search engines work really well. Search engines have perfected the ability to quickly retrieve information by tapping into the content and link structure of web pages to map queries to accurate results.

However, the majority of human questions aren’t about facts or simple text-based answers. Most questions are open-ended and about discovery like, “What should I make for dinner?”, “How should my home look?”, or “What should I wear for a fun date night out?” These questions are inherently subjective and don’t just have one correct answer – the people asking them want to see creative possibilities and feel inspired by a range of options. Personalised visual results are particularly suited to addressing these open-ended questions, and can drive real business results for brands that want to be discovered by people in this inspiration-seeking mindset.

The opportunity for marketers

Having spent the last seven years creating a visual discovery tool that offers recommendations personalised to individual tastes and aspirations, Pinterest has cultivated a platform where people can discover what they’re looking for, even if they can’t think of the words – a place that helps people feel inspired to try something new and take action on the ideas they’ve discovered.

People come to Pinterest first when they want to actively consider what to do or buy next, but want options. Recent research from Neustar confirms this, identifying Pinterest as the strongest first-touch channel when present in the consumer journey.

Product searches on Pinterest are different than on other platforms; of more than two billion searches each month, 97 per cent are unbranded. This is why Pinterest is such an effective place to reach people while they’re actively considering their next buying decision – marketers have a huge audience of people who are simultaneously in-market and undecided.

To successfully reach these consumers, here are three key areas where marketers should begin leveraging and testing Pinterest as an integral piece of their paid media mix to drive sales.

  1. Reach consumers in active consideration mode by leveraging Pinterest’s visual technology

Visual technology is transforming the way we communicate. Humans are experts at visual selection – we’re hard-wired for it. Neurons devoted to visual processing take up 30 per cent of the cerebral cortex, versus 8 per cent for touch, and 2 per cent for hearing.

Pinterest believes the camera is the new keyboard and is investing heavily in computer vision technology that allows people to browse and discover the web visually. Every month, Pinterest sees more than 300 million visually driven searches.

With visual discovery technology, there’s no need to type in a search or even know what the product is called to find it – people can just let their eyes and tastes guide them. This tech transcends language or location and makes it easier than ever for people to find the ideas they want to see. Marketers with products that lend themselves to a visual aesthetic where taste is hard to express in words (home furnishings, fashion, food, etc.) can especially benefit from this new form of search.

  1. Leverage the ‘Taste Graph’ for high-quality prospecting in paid campaigns

As digital consumers and marketing practices continue to mature, brands can no longer rely solely on interruptive advertising. Their content, products and formats must align with the core consumer behaviour on the platform being used, and this is particularly relevant on Pinterest.

Pinterest’s user base favours content and formats that complement their core consumer behaviour. They want a more personalised experience that’s relevant to them and based on their tastes, rather than the interruptive experiences of old.

It’s a horizontal personalisation engine that encompasses all of a person’s tastes and preferences, which it achieves by amassing an immense set of preferences across a wide array of interests and intents, generated from every search, pin, or other interaction. These evolving tastes, preferences and interests form Pinterest’s core data asset – the Pinterest Taste Graph – which connects the millions of people on Pinterest to hundreds of billions of fresh ideas (and brands) that are just right for them. This data is what helps Pinterest truly understand their audience in a totally different way than a standard search engine or social platform. Seeing the different ways millions of Pinners curate their Pinterest boards gives Pinterest a deep understanding of all kinds of people’s tastes. In addition, often Pinterest can spot trends faster than other platforms.

There are over 5,000 interests to choose from on the Pinterest Taste Graph. For example, in beauty, brands can not only target beauty enthusiasts, but go deeper to target women engaging with (and/or looking for) acne treatments, lip moisturisers, beach waves, or any number of other interests. Early tests show many advertisers are seeing 50 per cent increases in their click-through rates, and 20 per cent more cost-effective clicks thanks to the Taste Graph.

  1. Accelerate the path to purchase by leveraging shopping features

In February 2017, Pinterest introduced ‘Shop the Look’, which combines computer vision and human curation and allows Pinners to shop items from the looks they see in fashion and home-decor Pins, partnering with Curalate, Olapic, ShopStyle and other sites to make shopping from brands and retailers simple.

Today, five million new shoppable products from 25,000 brands appear on Shop the Look on Pinterest, with hundreds more added every day. When someone is ready to move from “just browsing” to “taking the plunge”, users can click through to the retailer’s website, buy right on Pinterest, or go to the store – whatever is easiest for them.

Actionability translates to sales, too: 57 per cent of people said they made a purchase after seeing content from brands on Pinterest, and brands reported Pinterest users had a 40 per cent larger basket size than non-users.

The time for action is now

Brands and marketers have known for a while that there is opportunity on Pinterest, but as with any new platform, they have wanted to better understand how to execute, achieve scale, and measure success before diving in.

To address these concerns, Pinterest has made many enhancements to their paid advertising capabilities over the last year, with improved targeting, formats, measurement and insights to align clearly with marketing objectives.

With consumer behaviour evolving to visual search and discovery, and with marketers wanting to intercept new sources of demand to drive growth, Pinterest is uniquely positioned to add value and be an integral part of the media mix.

Latest News

Digital Breadcrumbs: Picking Up The pieces your competitors leave online
  • Opinion

Digital Breadcrumbs: Picking Up The pieces your competitors leave online

In this guest column, Meltwater’s area director, David Hickey (pictured below), says a quick glance at the mountains of data your competitors are producing can fast prove a boon for your business too… It’s time for businesses to start paying attention and embrace the new digital reality we’re living in. We are currently in the […]

Opinion

by David Hickey

David Hickey
“The Rock” Leads a Flotilla Of Athletes In Huge Under Armour Campaign
  • Campaigns

“The Rock” Leads a Flotilla Of Athletes In Huge Under Armour Campaign

US sportswear giant Under Armour has enlisted Dwayne “The Rock” Johnson to front a series of inspirational new ads featuring a host of sport stars and fitness icons. Created by Droga 5 the campaign is called “Will finds a way” and includes eight ads in all. Johnson aside, the spots include actress and martial arts star, Zoe Zhang. Fellow […]

by B&T Magazine

B&T Magazine
Facebook founder and CEO Mark Zuckerberg arrives to testify during a Senate Commerce, Science and Transportation Committee and Senate Judiciary Committee joint hearing about Facebook on Capitol Hill in Washington, DC, April 10, 2018. / AFP PHOTO / SAUL LOEB        (Photo credit should read SAUL LOEB/AFP/Getty Images)
  • Media

Free TV Calls For ACCC Oversight Of Facebook & Google

In a submission lodged with the ACCC inquiry into digital platforms, industry body Free TV today called for greater regulatory oversight of Facebook and Google. The FreeTV submission identifies a number of key areas of concern: Heavy regulation on traditional media providers and almost none on Facebook and Google Questionable claims about the reach, viewability, […]

APN Outdoor Confirms Retention Of Three Key Contracts
  • Media

APN Outdoor Confirms Retention Of Three Key Contracts

APN Outdoor has used its annual general meeting to announce three key contract renewals: Transport for Brisbane, Transdev Melbourne and Adelaide & Parafield Airports, for multiple years. Company CEO and managing director, James Warburton, said: “These contracts represent an important part of our advertising offering. The far-reaching impact they provide delivers a compelling proposition and cements our commitment […]

Women In Media Profile: Olivia Warren
  • Media

Women In Media Profile: Olivia Warren

It's the latest in our Women In Media profiles, and this one is so good you'll possibly get a nervous twitch somewhere.

by B&T Magazine

B&T Magazine
LIDA Delivers Series Of Animated Info Bites For Busy Marketers
  • Marketing
  • Media

LIDA Delivers Series Of Animated Info Bites For Busy Marketers

M&C Saatchi Group’s customer engagement specialist agency, LIDA, has crafted an initial eight-episode series of bite-sized animated videos designed to help busy marketers stay ahead of the game. ‘60 Second Gets’ draws on LIDA’s wealth of experience to unpack the latest industry tools, tech and thinking. Launching today, the first video, ‘Success in 6 Seconds’, […]

Naked And Gidget Foundation Want Australians To Start Talking
  • Campaigns

Naked And Gidget Foundation Want Australians To Start Talking

Today Naked launches its ‘Start Talking’ campaign for Gidget Foundation Australia; a not-for-profit that provides support for families who are affected by perinatal depression and anxiety (PNDA). The centrepiece of the campaign is a powerful TVC that brings to life this common, but often hidden illness, and shows how Gidget Foundation’s ‘Start Talking’ telehealth program […]

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums
  • Marketing
  • Technology

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums

For the first time ever, AFL spectators will be able to view real-time Telstra Tracker player data via in-stadium LED signage, thanks to the combined efforts of Telstra, Champion Data and MKTG. By integrating the Telstra Tracker data into the LED signage at the MCG and Etihad Stadium, fans will receive contextually relevant information from […]

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering
  • Marketing

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering

Scentre Group has unveiled a new brand look and feel coinciding with the re-launch of the Westfield.com.au and Westfield.co.nz sites. This digital-first visual identity sees a shift towards creating a more contemporary, invigorated and colourful brand, reflective of Westfield’s in-centre experience. The iconic Westfield logo will continue to lead brand communications, supported with a new […]

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year
  • Marketing
  • Opinion

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year

In this guest post, Keep Left’s head of consumer engagement, Johanna Murray (pictured below), explains the merits of experiential marketing, as well as sharing some tips on how to do it – and do it well. Humans love to label things – especially intangible things, like time. We like eras and ages and eons because they […]

Opinion

by B&T Magazine

B&T Magazine
The Top Social Media Marketing Trends For 2018
  • Advertising
  • Marketing
  • Technology

The Top Social Media Marketing Trends For 2018

This trends report is a must-read for all marketers, although it contains no news on the return of the bubble perm.

by B&T Magazine

B&T Magazine
How To Give And Take Feedback At Work
  • Opinion

How To Give And Take Feedback At Work

Georgia Murch (pictured below) is an expert in creating feedback cultures and author of Feedback Flow; The Ultimate Illustrated Guide to Embed Change in 90 Days. In this guest post, Murch offers her tips on giving (and receiving) feedback from colleagues without botching it up… We all know that feedback matters.  Most of us want the good, the bad and the […]

Opinion

by B&T Magazine

B&T Magazine
Dentsu X Expands Operations To Sydney
  • Advertising
  • Media

Dentsu X Expands Operations To Sydney

Have you completely forgotten what Sydney looks like? Well, thankfully this story comes with a handy pictorial reminder.

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV
  • Media

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV

SBS Radio has announced two new digital radio stations – SBS PopAsia, SBS PopDesi and a refresh of SBS Radio 3 – is now available on digital TV. SBS Radio 3 will broadcast world news and current affairs from the BBC World Service (previously airing on SBS Radio 4 on digital radio) and special events […]

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive
  • Campaigns
  • Marketing

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive

For its first Australian campaign, Champion has partnered with creative and content agency Emotive to launch a music program titled ‘Revealed’. The program champions emerging Australian artists by intimately telling their story through video, and providing funding and creative support to create world class music videos for new release music. The first Revealed artist is […]

Delacon Launches Call Analytics In India
  • Marketing

Delacon Launches Call Analytics In India

Australian-owned call analytics provider Delacon has continued its international expansion, opening an innovation centre in India to service local and global partners, and develop the next generation of call tracking and analytics solutions. The office in Chennai is the eighth for the Sydney-headquartered business, which enables brands and agencies to optimise marketing campaigns by accurately […]

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It
  • Marketing

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It

Sydney brand and digital agency Protein has been appointed to handle the retail and digital roll-out of recycling company Return-It, which has just been announced as the container collection network for the ACT. Return-It awarded the work to the 17-year strong agency, following Protein’s tender support and brand development of the retail concept. The public-facing […]

Why We Need To Talk More About Failure
  • Opinion

Why We Need To Talk More About Failure

This is an excellent article about celebrating failure. Although, admittedly, we failed to get to the very end of it.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Kimmie Neidhardt
  • Media

Women In Media Profile: Kimmie Neidhardt

Kimmie Neidhardt doesn't just have a very cool name, as you'll read here. There's a good head on those shoulders, too.

by B&T Magazine

B&T Magazine
SCA Promotes Nathan Soulsby To Head Of TV Sales For Sydney
  • Advertising
  • Media

SCA Promotes Nathan Soulsby To Head Of TV Sales For Sydney

Southern Cross Austereo (SCA) has announced the promotion of Nathan Soulsby to head of TV sales for Sydney. The announcement comes after Kristen Budd’s move to general manager of SCA’s Central Coast office. Caretaking the role during Budd’s maternity leave, Soulsby has been a key contributor to the consistent share and revenue growth that has […]

Columbus, A Merkle Company Announces Client Wins & Senior Appointments
  • Marketing

Columbus, A Merkle Company Announces Client Wins & Senior Appointments

Following the launch of Merkle in the Australian market in March, Columbus, a Merkle Company has secured nine new clients in three months, including Macquarie University, Event Hospitality & Entertainment Limited and Hipages. Columbus has also appointed two group business directors in the Victorian market, with Leonie Dawkins (pictured above, left) and Guy McGechan (pictured […]

Black woman in handcuffs
  • Media

Adland Industry Leaders To Be Locked Up In Prison To Help Aussie Youth

Over sixty senior leaders from the media, marketing, tech and creative industry will spend the night in jail as part of UnLtd’s Adland Bail Out, to raise funds for Whitelion. The ‘inmates’ will be handing over their mobile phones and putting on their prison overalls to brave a night in the chilling cells of Yasmar […]

JCDecaux Partners With Seedooh To Verify OOH Campaigns
  • Advertising
  • Media

JCDecaux Partners With Seedooh To Verify OOH Campaigns

Global out-of-home (OOH) advertising giant JCDecaux has announced a partnership with independent tech platform Seedooh to offer advertisers greater transparency for campaigns. Under the agreement, Seedooh’s reporting and verification platform will be integrated into JCDecaux’s system to create an independent campaign delivery reporting function that works seamlessly within the end-to-end campaign delivery processes. It will […]

Innovation: The Foundation Of Marketing & Sales Collaboration
  • Marketing
  • Opinion

Innovation: The Foundation Of Marketing & Sales Collaboration

In this opinion piece, Seismic’s managing director for Australia and New Zealand, Andy Pattinson (pictured below), explains how marketers can work smarter and why collaboration is vital in delivering return on investment. Demand for marketing roles is growing, as marketers continue to learn more about what customers want. The marketing agenda is increasingly being tied in […]

Opinion

by B&T Magazine

B&T Magazine
Roll’d Enlists Impress!ve Digital Ahead Of Franchise & Catering Push
  • Marketing

Roll’d Enlists Impress!ve Digital Ahead Of Franchise & Catering Push

Aussie food franchise Roll’d has announced it has signed on Melbourne digital marketing agency Impress!ve Digital to support its digital marketing. The partnership has already begun, with Impress!ve Digital aiming to significantly boost the company’s revenue through digital marketing strategies that are directly linked to return on investment and franchise acquisition. Impress!ve Digital has been […]

Yippee! More Photos from the 30 Under 30 Awards!
  • Advertising
  • Marketing
  • Media
  • Technology

Yippee! More Photos from the 30 Under 30 Awards!

If you think B&T simply runs these photo gallery stories so you can gawk at young, attractive people, you'd be right.

by B&T Magazine

B&T Magazine