The news: YouTube will soon integrate Google Lens into Shorts, allowing viewers to search objects, landmarks, and products directly from short-form videos. 

The feature enables real-time visual search without leaving videos, offering deeper engagement and wider potential for discovery and advertising.

YouTube, which started testing the feature last week, says Google Lens in Shorts won’t show ads and won’t work with affiliate links or paid promotions during the beta testing period. Once out of beta, expect direct shopping links and sponsored search results to creep in, per TechCrunch.

How it works: Users watching a video on Shorts can pause the video when they see something they want to engage with.

• After invoking the Google Lens icon on the top menu, users can circle, tap, or outline anything on the paused screen including clothing, landmarks, and products to trigger a search.
• Google Lens displays visual matches, shopping links, and information without leaving the Shorts interface. Users can then resume watching videos after exploring results.

The strategy: Google is combining its various technologies including visual search, advertising data, and shopping to make YouTube Shorts a stickier short-form video alternative to TikTok and Instagram.

Key takeaway: Visual search can drive more contextual engagement on YouTube Shorts than what TikTok or Instagram offer.

Google is ramping up new features just as YouTube Shorts viewers already outnumber TikTok users, per our forecast. Interactive searches keep users on-platform longer, paving the way for future shoppable ads.

Marketers can capitalize on the new visual search features by optimizing videos for Shorts with recognizable products, destinations, or visuals to leverage Google Lens searches. They can also prepare for shoppable content opportunities as YouTube refines monetization strategies.