In its ongoing development of the search function, TikTok is now displaying reviews for specific locations directly within the comments section of videos. This new feature, seemingly under evaluation, removes the necessity of initiating a separate search or accessing Google when encountering a place on TikTok and seeking additional information.

Users on TikTok with access to this new function will observe a "Reviews" tab on the right once they select to view the video's comments.

For example, should you encounter a video depicting Central Park in New York City with a geotag, you will find users' aggregate star ratings, accompanying textual feedback, and any photographic contributions they have uploaded.

Furthermore, this section allows you to access a reviewer's TikTok profile by clicking on their username, a characteristic that sets it apart from a previous Google Maps integration, which was indicated by a distinct icon.

While the new feature might be perceived as a beneficial enhancement by some users, others could argue that it diminishes clarity and navigability when consuming content.

This initiative represents TikTok's latest strategy to broaden its search capabilities and challenge Google's dominance.

In 2022, a Google executive intimated that TikTok was eroding its fundamental services, Search and Maps, especially among younger demographics. Fast forward to the present, and TikTok has significantly contested Google's ascendancy in multiple domains.

Beyond its popularity with Gen Z for finding places, TikTok also introduced image search functionality last year, enabling users to locate comparable items within TikTok Shop by taking or uploading photographs.

Commencing in September 2024, TikTok enabled advertisers to specifically target its search results page via "TikTok Search Ads Campaigns," a keyword-centric solution engineered to showcase brands' advertisements within search outcomes.

The extent to which TikTok intends to universally implement its reviews tab remains ambiguous, as the company chose not to offer a statement prior to publication. Nevertheless, our testing at TechCrunch revealed that this feature was only visible on a subset of videos with designated locations.