YouTube Integrates Google Lens for Image-Based Search
In 2024, YouTube tested Google Lens in its Android app, letting some users search for videos with images. Here's how it works and what visual search means for brands.
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In 2024, YouTube began testing Google Lens inside its Android app, letting some viewers search for videos using an image rather than words. Tapping a Lens icon next to the search bar opens the camera; YouTube then shows related videos, with an option to search Google for more information. The test was limited to a small percentage of Android users at the time.
How it works
Users in the test saw a Google Lens icon beside the YouTube search bar. Tapping it opens the camera so they can point at an object, landmark or product, and YouTube returns related video content. They can also choose to search Google for further information about what they've captured.
Why it matters
- Context through video: point at something and find videos explaining it.
- Product discovery: identify an item and see reviews or demonstrations.
- Travel and learning: learn about landmarks or follow how-to content.
Its usefulness depends on how accurate and comprehensive the results are, particularly for complex or ambiguous images.
Part of a wider shift to visual search
The test fits Google's broader push into visual search across its products. As people increasingly search with their cameras, brands whose products are easy to recognise and well represented in video content are better placed to be discovered.
What it means for brands and creators
- Make products visible in video: clear product shots, demonstrations and reviews help video content surface in visual searches.
- Describe content well: accurate titles, descriptions and chapters help YouTube connect videos to what people search for.
- Think beyond keywords: search is becoming multimodal, so optimise imagery as well as text.
Frequently asked questions
Can you search YouTube with an image?
In 2024, YouTube tested Google Lens search in its Android app for a small percentage of users, allowing image-based searches for related videos.
What is Google Lens?
Google's visual search tool, which identifies objects, text and places in images and finds related information.
How can brands prepare for visual search?
Show products clearly in video, describe content accurately, and make sure product imagery is consistent and recognisable.
For more on YouTube, see our roundup of YouTube's new features.
