Key Takeaways
- Google is challenging TikTok and Pinterest with a new Images tab in the Google app
- Leveraging the Google app provides a massive instant user base
- The move provides significant monetization potential for Google
Google is introducing a new personalized feed of images in the Google app, allowing you to search for and discover visual content beyond the noise of social media.
Rolling out from November 12, 2025, Android and iOS users will find a new “Images” tab at the bottom of the Google app, right next to Search. As revealed in a November 2025 announcement, the tab features a daily feed of new pictures tailored to individual users’ interests. While browsing the feed, users can search for images and save them to Pinterest-like collections.
Google Introduces New Images Tab For Android and iOS
This feature directly challenges TikTok and Pinterest’s hold on visual discovery among Gen Z users, who increasingly turn to these platforms for visual search and discovery, such as when seeking fashion inspiration or finding a local place to eat. The image tab counters this challenge by presenting users with a searchable feed of personalized visual content without the need to leave the platform.
By placing the image feed directly within the Google app, Google gains an opportunity to capture users’ attention first, potentially locking in bored, visually motivated doomscrollers before they reach for their favorite third-party platforms. Google stands little chance of replacing the likes of TikTok or Pinterest any time soon, but it will draw significant engagement by leveraging the sheer number of daily users of the Google app.
This additional engagement presents Google with several new opportunities: the logical extension of the feature would be a new surface for ads, sponsored content and the ability to funnel users directly into shopping experiences.
For users, the Images feed offers a source of pure visual inspiration, free from the pressures and dangers of social media and potentially immune from legislative restrictions on social media worldwide, should Google decide to make it available internationally.
The Feature is currently rolling out to U.S users on Android and iOS, although there’s no word yet on a wider release. Users can expect the feature to appear in their apps automatically when Google enables it over the next few weeks.
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