TikTok is enhancing its search functionality by introducing a new feature that displays reviews for specific locations directly in the comments section of a video. This experimental feature eliminates the need for users to conduct a separate search or open Google to learn more about a place mentioned in a TikTok video.

Users who have access to this feature will notice a new “Reviews” tab on the right side of the comments section after clicking to view the comments on a video.

For example, if a user comes across a video featuring Central Park in New York City, where the creator has tagged the location, they will be able to view users’ star ratings, written reviews, and uploaded photos, if available, for that location.

Additionally, users can click on a reviewer’s username to visit their TikTok profile from this section, which distinguishes this feature from a previous Google Maps integration that displayed a Google Maps icon.

While this new feature may be a welcome addition for some users, others may find that it clutteres the user experience when viewing content.

This move is the latest example of TikTok’s efforts to expand its search capabilities and challenge Google’s dominance.

In 2022, a Google executive noted that TikTok was encroaching on Google’s core services, including Search and Maps, particularly among younger users. Since then, TikTok has made significant strides in challenging Google’s dominance in several areas.

TikTok has become a top destination for place searches among Gen Z users, and it has also introduced image search capabilities that allow users to find similar products in TikTok Shop by taking or uploading a photo.

In September 2024, TikTok began allowing advertisers to target its search results page through “TikTok Search Ads Campaigns,” a keyword-based search solution designed to display brands’ ads in search results.

It is unclear whether TikTok plans to roll out its reviews tab more widely, as the company declined to comment on the matter. However, in TechCrunch’s tests, the feature was only available for some videos with a tagged location.