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TikTok takes on Google Maps by surfacing reviews in the comments tab
TikTok is testing a new feature that displays location reviews directly in the comments tab of videos, reducing the need to search externally. This initiative is part of TikTok's efforts to expand its search functions and compete with Google for younger users seeking information about places.
Key points
- TikTok has introduced a 'Reviews' tab in the comments section of videos.
- Users can view star ratings, written reviews, and photos for tagged locations.
- This feature allows users to access reviews without leaving the app, enhancing convenience.
- TikTok aims to directly compete with Google, especially among Gen Z users.
- In 2022, a Google executive noted TikTok's growing influence on core services like Search and Maps.
- TikTok previously added an image search feature and allowed keyword-based ads on search results.
Why it matters
- Increase in social media platforms providing search capabilities reflects the shift in user behavior.
- The competition between TikTok and Google signifies changing trends in how younger generations seek information.
- By 2025, more platforms are expected to integrate shopping and review functionalities, influencing digital marketing strategies.
TikTok's new comment review feature is a strategic move to enhance its search capabilities and challenge Google's dominance, illustrating the evolving landscape of how users seek information and interact with brands online.