Published Monday, 13 July 2026 | By LadyBugz Marketing
Visual search is quietly becoming a significant force in digital discovery. According to the Meltwater Digital 2026 Global Overview Report, 26.2% of internet users globally now use image recognition tools such as search lenses on their mobile devices each month. In South Africa, that figure is even higher at 29.8%. For B2B companies that have traditionally focused on text-based SEO and content marketing, visual search represents an emerging channel that many competitors are overlooking entirely.
The growth of visual search
Image recognition tool usage varies significantly by market. Brazil leads at 47.2%, followed by Mexico (46.7%) and Colombia (45.4%). The technology is particularly popular among younger demographics, with 33% of females and 29.6% of males aged 16 to 24 using visual search tools monthly. Usage decreases with age but remains significant even among older demographics.
The growth of visual search aligns with broader mobile-first trends. With 96% of internet users accessing the web via mobile phones, camera-based search is a natural extension of mobile behaviour. Users photograph products, scan documents, identify components, and search for visually similar items as part of their daily routines.
B2B applications of visual search
- Product identification: Industrial buyers can photograph components, equipment, or materials and search for specifications, suppliers, or replacements. B2B companies should ensure their product images are optimised for visual search discovery.
- Business card and document scanning: Professionals routinely use image recognition to digitise business cards, translate documents, and extract text from images. Ensuring your brand materials are scannable and well-formatted matters.
- Competitive research: Decision-makers can photograph competitor products or marketing materials and instantly find related information. Visual distinctiveness in your brand assets helps you stand out in these results.
- Site inspections and audits: Field professionals increasingly use visual search to identify equipment, check specifications, and find installation guides. Technical B2B content paired with clear imagery supports this workflow.
- Trade show and event engagement: Attendees photograph booth displays, presentations, and products. Optimised visual content ensures these images lead back to your digital presence.
Optimising for visual search
B2B companies should start by ensuring all product and service images use descriptive file names, comprehensive alt text, and are embedded in contextually rich web pages. Schema markup for images helps search engines and AI platforms understand what images contain. High-quality, distinctive photography performs better than generic stock imagery in visual search results.
Companies should also consider creating visual content specifically designed for search discovery, including infographics with embedded data, process diagrams, and product comparison charts. This visual content serves double duty by being both shareable on social media and discoverable through image recognition tools.
The Bottom Line
Visual search usage has reached 26.2% of internet users globally and 29.8% in South Africa, creating a significant discovery channel that most B2B companies are not optimising for. With mobile internet access at 96% and camera-based search becoming a natural behaviour, B2B companies that invest in visual search optimisation will gain an advantage over competitors focused exclusively on text-based search and content marketing.
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Source: Meltwater Digital 2026 Global Overview Report (DataReportal)