When you purchase through links on our site, we may earn an affiliate commission. This doesn’t affect our editorial independence.
As it turns out, the TikTok threat to Google’s business isn’t limited to YouTube. A growing preference for social media also impacts core Google services, including TikTok Search Challenge and Maps.
Senior Vice President Prabhakar Raghavan, who runs Google’s Knowledge & Information organization, mentioned the popular social apps in a broader conversation. The engagement took place at Fortune’s Brainstorm Tech conference, which was about the future of Google’s products and its use of AI.
In a discussion about the evolution of search, he somewhat offhandedly noted that younger users were now often turning to apps like Instagram and TikTok Search Challenge instead of Google Search or Maps for discovery purposes.
According to Raghavan, “We keep learning, over and over again, that new internet users don’t have expectations.” He also added that the mindset that we have become accustomed to.” Raghavan said, adding, “The queries they ask are completely different.”
These users don’t tend to type in keywords but rather run TikTok Search Challenge for the content in new, more immersive ways.
Our studies revealed that almost 40% of young people don’t go to Google Maps or Search when they’re looking for a place for lunch.
As the TikTok search challenge continues, the social network is now surfacing reviews for select places right within the comments tab of a video. The new feature, which is a test, eliminates the need to conduct a new search or open Google. This opens when you come across a place on TikTok and want to learn more about it.
TikTok users who have access to this new feature will see a new “Reviews” tab. The update will appear on the right after they click to view the video’s comments.
For instance, if you see a video of Estadio Santiago Bernabéu where the creator has tagged the location, you’ll be able to see users’ star ratings for the area. Their written reviews and uploaded photos will also be there, if any.
From now on, you can also click on a reviewer’s username to visit their TikTok profile from this section. This update differentiates this feature from an earlier Google Maps integration. The TikTok search challenge is a designation with a Google Maps icon.
TechPolyP believes this is a new feature that may be a welcome addition for some. However, others may think it crowds the user experience when viewing content.
The move is the latest way for the TikTok search challenge to expand its ambitions to take on Google.
Today, TikTok has challenged Google’s dominance in several areas.
In addition to becoming a top stop for place searches among Gen Z, TikTok added image search capabilities last year. This allows users to take or upload a photo to find similar products in the TikTok Shop.
In September 2024, TikTok also began allowing advertisers to target its search results page. You can do this through “TikTok Search Ads Campaigns.” It is a keyword-based search solution designed to display brands’ ads in search results.
In another developmental bid, TikTok has decided to shut down its Instagram competitor, TikTok Notes, on May 8. The photo-sharing app launched in testing in Canada, Australia, and Vietnam last year.
It’s unclear if TikTok search challenge plans will later have a reviews tab more broadly. Unfortunately, the company declined to provide comments before publication. However, TechPolyP found out that only some videos with a tagged location would showcase the feature.