YouTube’s testing out a new option that will enable Shorts viewers to search whatever they can see in a Shorts clip, using Google’s Lens technology to scan Shorts videos for objects, people, language that can be translated, etc.
Which could also include products, and relevant product matches based on items displayed in Shorts, though that won’t be the focus of this initial test.
As you can see in this example, now, you’ll be able to pause a Short, then access Google Lens, enabling you to pick a section and use that as the basis for a visual search.
Which could have a range of potential use-cases, as explained by YouTube:
“For example if you’re watching a Short filmed in a location that you want to visit, you can select a landmark to identify it and learn more about the destination’s culture and history.”
I mean, sure, that’s one way you could use it, and technologically, this isn’t a huge advance, it’s just incorporating Google Image Search into still frames from Shorts clips, in a more integrated and streamlined way.
But it could, as noted, have benefits in regards to shopping, and finding items displayed.
YouTube does note that the new Lens search experience won’t be available for Shorts with YouTube Shopping affiliate links, or with paid product promotions tagging a product via YouTube Shopping. So this isn’t the main focus, as such, but it could well become an easy way for viewers to find items based on what creators are wearing, or related products, etc.
Which could also provide a new influencer marketing pathway. Brands, for example, could pay a creator to wear their clothes, with the creator then prompting viewers to Lens their outfit and look for the right match.
That could also lead to false matches, but for unique products, it may be another consideration.
Of course, it could also be used for stalking, and tracking down people based on their face in a clip. On that front, YouTube says that it doesn’t use biometric facial recognition in Lens, though it may show results for notable public figures where relevant.
YouTube also notes that AI overviews could be displayed in Shorts Lens results.
YouTube’s rolling out its new Lens search functionality in Shorts to all viewers this week.