To be sure, it’s trying to do that, and Lens is a big part of that. The actual user growth and reported revenue numbers came short of what some leaked projections showed, implying that Pinterest had more to do if it were to meet a loftier valuation. There wasn’t a major jump in valuation here, but that really has to do more with the expectations that were set in 2015 against the reality of running a new kind of advertising business that’s going up against Facebook and Google.
Pinterest earlier this month said it raised $150 million at a $12.3 billion valuation. Dropping that friction and making Lens more appealing is low-hanging fruit for Pinterest. And that’s not necessarily bad: these apps have been refined over many, many years and settled on a user experience that seems to stick with people. If it can get a user there organically, it can give advertisers a window into user behavior that they might not get on Facebook or Google.īy making Lens seem more and more like typical camera apps - say, Snap or just the camera app - Pinterest seems like it’s trying to make it fit more into the norms and behavior that you’d find in those other apps. Many of Pinterest’s recent product updates are geared toward inching users closer and closer to that “do” moment. Users point their camera at something and are looking for some additional information for it - such as a price tag, where to buy it, or what they can do with it. Lens is very much a move to try to collapse the distance between the experience within Pinterest the app (or site) and the real world.
Pinterest’s camera search tool, Lens, is getting a makeover today with some updated including the ability to zoom in and out and tap to focus, and making it easier to search with Lens from photos they’ve already taken.
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