In a move to enrich its search capabilities, TikTok has begun displaying reviews for specific locations directly within the video comment section. This feature, seemingly in its pilot phase, eliminates the need for users to conduct additional searches or switch to other platforms like Google when seeking information about places discovered on TikTok.

TikTok users with access to the new feature will notice a 'Review' tab conveniently located on the right side after clicking to view video comments.

For instance, when users encounter a video where a creator has tagged New York City's Central Park, they will be able to view star ratings, written reviews, and uploaded photos (if available) provided by other users.

Furthermore, clicking on the reviewer's username in this section now provides access to their TikTok profile, setting it apart from the previous Google Maps integration feature (indicated by a Google Maps icon).

While the new feature may be a welcome addition for some users, others might perceive it as potentially cluttering their content viewing experience.

This development represents TikTok's most recent attempt to expand its search ambitions and challenge Google's dominance.

In 2022, a Google executive suggested that TikTok was encroaching upon their core services like Search and Maps, particularly among younger demographics; to this day, TikTok continues to challenge Google's dominance across various sectors.

Beyond its role as a primary destination for location searches among Gen Z, TikTok further enhanced its platform last year by integrating an image search feature, enabling users to capture or upload photos to locate comparable items within TikTok Shop.

In September 2024, TikTok initiated advertising targeting for search results pages via its "TikTok Search Ads Campaign," a keyword-centric solution designed to position brands' advertisements within search outcomes.

It remains uncertain whether TikTok intends to roll out the review tab more extensively, as the company has declined to comment prior to an official announcement; however, testing by TechCrunch indicates that this feature is currently only accessible for certain videos featuring tagged locations.