TikTok, for instance, is building out its search capabilities. Now, with this latest big update, you’ll be able to see those location reviews directly in the comments section of videos. This effort really makes it a more user-friendly experience. This gives consumers quick access to star ratings, written reviews, and photos for popular destinations, all without needing to switch to a competing search engine. We know this feature is currently in an experimental feature discovery release. It illustrates TikTok’s intention to compete against Google’s monopoly across the search and maps industries.
Last year, TikTok added image search. Now users can either upload photos or take product photos to discover matching products that are available within TikTok Shop! That fluid integration allows users to quickly and easily learn more about any given place featured in a video. They don’t need to do a new search or have to go to Google for further information.
For instance, if a user finds a video showcasing Central Park in New York City, they can easily research to learn more about the area. Since the creator has tagged it, we have direct access to a “Reviews” tab. This “Community” tab highlights the best user generated content. Here you will see their star ratings, reviews, and any photos they have uploaded associated with the location. Users can then click through on any reviewer’s username to browse their personal TikTok profile. This is an intentional design feature that creates community and socialization among users.
This is different than other Google Maps integrations. Earlier iterations were identified with a very specific Google Maps pin icon. TechCrunch’s first real world tests found one key detail. In fact, only some of the videos with tagged locations even showed the new review feature, indicating TikTok is still working on its strategy.
TikTok is on the offensive with big bets as Google leaders get jittery. They’re concerned that TikTok is stealing their lunch, particularly as young people increasingly look to TikTok for answers to their questions. The social media giant’s persistent attempts to find ways to build search functionality into the platform’s experience have played a large part in the recent rollout of search experiences. Recently, TikTok initiated “TikTok Search Ads Campaigns,” allowing advertisers to target users through keyword-based search ads displayed in search results.
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