You are watching a YouTube Short. Someone is wearing striking sneakers or filming in a location that you recognize but can't quite place. Instead of searching for it yourself, you will soon be able to visually search within the video directly using Google Lens.
How Google Lens works in Shorts during the beta phase
Google is currently rolling out this feature in a beta phase. The functionality closely resembles "Circle to Search." While watching a Short, you can pause, tap on "Lens," and highlight a portion of the image. Google then displays a dialog box with relevant search results based on what you have visually selected.
This is how Google Lens works within YouTube Shorts.
The feature is available in the mobile YouTube app. You open a Short, pause the video, select "Lens" at the top, and then highlight an object or location in the frame. Lens displays search results without requiring you to leave the video.
Important: during this testing phase, no ads will be shown with the search results. Shorts with affiliate links or paid promotions are excluded from the Lens feature.
Impact of Google Lens in Shorts on visibility and traffic
YouTube is the second largest search engine in the world after Google. This integration with Google Lens provides users with an additional way to search visually – and thus also to discover websites or products.
For marketers, it is currently not possible to advertise directly in this visual search experience. However, once the beta phase ends, that may become a possibility. This could present opportunities to attract new visitors through visual recognition, especially for brands with a strong visual identity or unique products.
What your organization can already do with Google Lens in Shorts
The integration of Lens within Shorts aligns with Google's broader strategy to make visual search more accessible. Although ads are currently absent, it is important for organizations to be visible through image recognition. Consider optimizing visual content, recognizable branding, and good metadata.
Keep an eye on this development. This way, you will be prepared for future advertising opportunities within Shorts.