TikTok vs Google Maps: Reviews Now in Comments

TikTok Integrates Reviews into Video Comments

TikTok is actively enhancing its search functionality. The platform is now displaying reviews for specific locations directly within the comments section of videos.

This new feature, currently being tested, aims to streamline the information-gathering process. Users no longer need to initiate a separate search or navigate to Google when encountering a place of interest on TikTok.

Accessing Location Reviews

Users participating in the test will observe a dedicated “Reviews” tab appearing on the right-hand side after accessing a video’s comments.

For example, a video showcasing Central Park in New York City, with the location tagged, will allow viewers to see user-submitted star ratings, written reviews, and any accompanying photos.

Clicking on a reviewer’s username provides direct access to their TikTok profile. This distinguishes the feature from a previous integration with Google Maps, which utilized a Google Maps icon.

Potential Impact on User Experience

While some users may appreciate this added convenience, others might perceive it as cluttering the content viewing experience.

TikTok's Expanding Search Capabilities

This development represents the latest step in TikTok’s broader strategy to expand its search capabilities and compete with Google.

A Google executive previously noted in 2022 that TikTok was gaining traction among younger demographics, impacting the usage of Google’s core services, Search and Maps.

TikTok has since challenged Google’s established dominance in multiple areas.

Recent Search Enhancements

Beyond becoming a popular destination for location searches among Gen Z, TikTok introduced image search functionality last year. This allows users to find similar products within TikTok Shop by uploading or capturing a photo.

Furthermore, in September 2024, TikTok launched “TikTok Search Ads Campaigns.” This allows advertisers to target their ads based on keywords entered into TikTok’s search bar.

Feature Availability

The extent of TikTok’s plans for a wider rollout of the reviews tab remains uncertain, as the company has not yet issued a statement. Initial testing by TechCrunch indicates that the feature is not universally available, appearing only on select videos with tagged locations.