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TikTok Challenges Google Maps: The Impact of the Reviews Tab

TikTok Challenges Google Maps: The Impact of the Reviews Tab

C2🇹🇼 中文🇺🇸 English

May 3rd, 2025

TikTok Challenges Google Maps: The Impact of the Reviews Tab

C2
Please note: This article has been simplified for language learning purposes. Some context and nuance from the original text may have been modified or removed.

🇺🇸 English

As
作为
TikTok
抖音
continues
繼續
to
augment
增加,擴大
its
它的
search
搜尋,尋找
capabilities,
能力;才能
the
social
社會的
media
媒體
platform
平台
has
now
现在
seamlessly
無縫地
integrated
整合
comments
評論;意見
from
来自
certain
某些
geographical
地理的
areas
地區,區域
directly
直接地
into
进入
the
video
视频
comment
评论
sections,
部分;條款
a
一个
nascent
初期的
feature
功能;特色
seemingly
似乎,表面上
in
its
它的
experimental
實驗性的
phase,
阶段
designed
設計
to
furnish
提供
users
用戶
with
a
一个
more
更多
immediate
立即
and
platform-agnostic
與平台無關的
information
資訊
retrieval
检索,取回
experience
经历
regarding
關於
specific
特定的

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🇹🇼 中文

隨著 TikTok 持續深化其搜尋功能,該社交媒體平台現已將部分區域的評論直接整合至影片的留言區塊,這項看似處於試驗階段的嶄新功能,旨在為使用者提供對特定地點更為即時且無需跨平台(如另行啟動 Google 搜尋)的資訊攫取體驗,當他們在 TikTok 上接觸到相關地點內容並冀望獲得更進一步的洞見之際。

當TikTok用戶啟用這項新穎功能時,一旦點擊觀看影片的留言區,一個嶄新的「評論」分頁便會即刻在右側顯現,此乃其運作機制之體現。

以紐約市中央公園為鑑,觀者於沉浸相關影音內容之際,得以同步檢閱其他用戶針對此地標所貢獻的評等、筆墨回饋,乃至所有已上傳的視覺檔案。

此外,點選評論者的使用者名稱即可直接由此區域導向其 TikTok 個人檔案,此項功能迥異於先前的 Google 地圖整合,彼時僅附載一具 Google 地圖圖示。

即便此項新功能對部分使用者而言或許是樂見其成之增益,然亦有論者或覺其觀影體驗因而顯得冗贅不堪。

此策略乃 TikTok 戮力拓展其搜尋版圖,企圖與 Google 爭奪搜尋霸主地位的最新競逐。

鑑於 2022 年 Google 高層曾坦承 TikTok 正蠶食其賴以為核心的服務——涵蓋搜尋與地圖,尤其在年輕世代的用戶基數上,時至今日,TikTok 業已對 Google 在多元面向的主導地位構成實質性挑戰。

除了作為 Z 世代首選的地域性搜尋引擎外,TikTok 去年更導入了革新的視覺搜尋功能,賦予使用者透過即時拍攝或圖像上傳的方式,精確地在 TikTok 商店中辨識並定位同質性商品。

自 2024 年 9 月起,TikTok 啟動了「TikTok 搜尋廣告活動」計畫,賦予廣告主得以其搜尋結果頁面為鎖定標的進行行銷操作之能力;此項解決方案乃依據關鍵字搜尋邏輯所建構,其核心目的在於於搜尋結果中鑲嵌並呈現品牌廣告。

TikTok 公司是否計劃將其評論分頁的功能進行更廣泛的部署,目前仍屬懸而未決的狀態,鑒於該公司在正式發布前已婉拒就此發表任何評論;然而,在 TechCrunch 團隊所進行的內部測試中,我們注意到此項功能僅選擇性地於部分經地理標記的影片中呈現。

May 3rd, 2025

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