TikTok is currently testing a new feature that allows users to view reviews of physical locations directly in the comments section of videos, positioning itself as a competitor to traditional search engines like Google Maps.

This initiative aims to keep TikTok's over 1.5 billion global users engaged within the app, reducing the need to switch to Google for location searches.

The feature includes a 'Reviews' tab next to comments on selected videos, enabling users to access star ratings, written reviews, and photos related to tagged locations such as stores and restaurants.

Users can click on a reviewer's username to visit their TikTok profile, enhancing user engagement and creating a more integrated experience compared to previous integrations with Google Maps.

This development reflects TikTok's ongoing evolution into a more comprehensive platform, often referred to as a 'super app' by industry observers.

The reviews feature is part of TikTok's broader strategy to compete with Google, particularly in search and maps, and to appeal to younger demographics.

While some users may appreciate this addition, others might find it clutters the viewing experience.

A recent study by Adobe revealed that 10% of Gen Z consumers prefer using TikTok over Google for search, indicating significant usage among millennials and Gen X as well.

In September 2024, TikTok launched 'TikTok Search Ads Campaigns', allowing advertisers to target users based on search results, further challenging Google's advertising model.

TikTok has already become a popular platform for place searches among Generation Z and has introduced image search capabilities to enhance product discovery.

In 2022, Google CEO Sundar Pichai acknowledged TikTok's growing influence on the search market, noting that competition can emerge unexpectedly.

It remains unclear when this feature will be publicly launched and how users will react to it once available.