How do I find out what an influencer is wearing or using in a video?

1. Check the creator’s own links. Bio link, video description or caption, pinned comment, story highlights: this is where links or brand names are most likely to be, sometimes collected on a link page or in the creator’s own storefront. Read the comments too. Someone has often already asked about the item, and the creator or other viewers have answered.
2. On YouTube, tap “Shopping”. If “Shopping” shows on the watch page, YouTube Help says the creator has tagged at least one product. Tapping it lists all the tagged products, and the product details can also show variants such as colours or sizes.
3. Collect clues from the video. A logo or lettering on the label or packaging, tagged accounts, a discount code or an on-screen “Unterstützt durch” (supported by) note with a product name often give the brand away.
4. Pick a good still. Pause where the item is large, sharp and unobstructed, and take a screenshot. For searching whole outfits, Google recommends images where the clothes are clearly visible, without multiple layers or partly covered items.
5. Select just the item. Drag the Google Lens box tightly around what you’re looking for. According to Google, a smaller area gives more specific results. If you want both the jacket and the shoes, search for each separately.
6. Narrow it down with a keyword. Add the brand, the colour or something like “white leather trainers” to the image. Google Lens has a box for this. In the visual search of a Pin, Pinterest suggests keywords on some Pins.

According to YouTube Help, Lens in Shorts only works in the app on iOS and Android, in portrait mode. For Lens in Chrome on a computer, and for searching with an image on a website in the Chrome app, Google has to be your default search engine.

If you saw the look on Pinterest, you don’t need a screenshot: in an open Pin, tap an object in the image and, where available, see similar items to buy.

The first four are set out in the guide by Germany’s state media authorities (die Medienanstalten, May 2025) on labelling advertising in Germany. If there’s no label at all, the tagged accounts are still worth a look: according to the guide, brands tagged purely for information don’t need an advertising label. “Ähnlich”, on the other hand, is not an advertising label. Some creators put it next to a link that leads to a comparable item rather than the original from the video.

Alongside matches, Google Lens shows similar images and websites with similar images, and Pinterest shows similar items. Looking the same doesn’t make it the same item, so check before you buy:

• Brand and model: the exact name of the line or model, not just “jeans” or “lipstick”.
• Colour or shade: compare the name or number. Lighting and filters in a video change how a colour looks.
• Size and volume: you choose your own clothing size, but for bags or furniture the size is part of the product, and for cosmetics the volume. Under GS1’s GTIN rules, every combination of style, colour and size counts as a separate product, and a change in net content gets a new number. So 30 ml and 50 ml are two different items.
• Set or single item: according to GS1, a fixed set has its own GTIN, separate from the numbers of the items inside it.
• EAN or GTIN: usually the 13-digit number under the barcode; GS1 Germany says both terms mean the same thing. It identifies every product variant uniquely worldwide. If the shop lists the EAN in the product details and it matches the packaging or another shop, it is usually the same variant.
• Season: fashion lines and limited editions sell out, and a successor model can look almost identical. An item from an older video may only be available second-hand.

If a creator’s bio link leads to a wyrld storefront, you’ll find the products they actually use and recommend there. If the item from the video is among them, you can skip the screenshot search. wyrld recognises a product’s brand, name and variant, such as a particular perfume in 50 ml, and looks for the same item across more than 90,000 partner shops. The offers it finds appear side by side with prices, and the cheapest new offer carries the “Best price” label. You usually buy directly from the shop, at no extra cost. The links to the shops are affiliate links, and the product page labels them.

If you’re a creator and your community keeps asking “where’s that jacket from?” under your videos, you can add the pieces to your wyrld storefront and point people to the link in your bio. You group your looks into collections and can show up to five of your own photos per product. Depending on the shop, you are paid per click, per sale or both. wyrld is free for creators.