David Bridges
TikTok is making significant strides in enhancing its in-stream business listings by introducing business reviews on selected videos that are tagged with specific locations within the app. This new feature aims to enrich the user experience and provide valuable insights for consumers looking to discover local businesses.
In this recent update, as highlighted by app researcher Jonah Manzano, TikTok now features a dedicated “Reviews” tab within the comment sections of certain videos. This new functionality allows users to view and engage with reviews of businesses located at the tagged spots. Reviews can range from general tourist attractions to specific local businesses, providing viewers with the ability to upvote each review directly within the stream, thereby increasing interaction and visibility for the businesses featured.
Additionally, users can click on any review to navigate directly to the reviewer’s TikTok profile, further enhancing the connections between users and content creators. This feature not only allows for greater interaction but also encourages users to explore more about the reviewer’s experiences and opinions.
According to a report by TechCrunch, this new addition appears to be part of TikTok’s strategy to strengthen its position against Google in the realm of search functionality. Over time, TikTok has evolved into a major platform for product discovery, particularly among younger audiences who increasingly rely on the app to research various products, services, and experiences through the lens of authentic creator insights.
In fact, a Google executive previously noted that “almost 40% of young people searching for lunch options do not use Google Maps or Search; instead, they turn to TikTok or Instagram.”
While Google continues to be a primary destination for online discovery, TikTok is undeniably gaining ground in this area, as evidenced by its expanding user base and engagement levels. It seems that Google is keenly aware of TikTok’s rise and has considered similar integrations to capitalize on this trend.
As seen in this example, TikTok has previously experimented with similar review displays and business information sourced from Google Maps. However, this latest iteration no longer carries the Google branding, indicating that TikTok is taking a more independent approach to this feature, potentially allowing for greater customization and alignment with its unique platform.
It remains uncertain whether Google chose to withdraw from this collaboration or if TikTok opted to develop its own database. This strategic decision could better align TikTok’s growth with its ongoing objectives in enhancing its in-stream shopping capabilities.
In-app shopping is a crucial revenue driver for the Chinese version of TikTok, known as Douyin, which generates most of its income through in-app purchases. TikTok is actively working to replicate this success in Western markets, steadily gaining traction with its in-app sales initiatives.
However, the U.S. market poses new challenges, particularly as many of TikTok’s product listings consist of items sourced from China. With the impending tariffs initiated by the Trump administration, prices for these products are expected to rise significantly. Consequently, TikTok may need to explore alternative sourcing options to sustain its growth momentum in in-stream purchases.
Moreover, the integration of service listings, such as food delivery, could be a pivotal next step for the platform. TikTok has already successfully incorporated such services within the Chinese version of the app, which broadens the avenues through which users can engage and spend.
The influx of money flowing through the app translates to increased opportunities for sales growth. The introduction of these new review listings could play a key role in generating heightened interest in TikTok’s eventual in-app services, facilitating a more robust engagement platform for users and businesses alike.
Ultimately, this is an intriguing development that has the potential to significantly enhance the utility of the TikTok app for its users. These review listings are currently available for videos tagged in a select number of locations, marking just the beginning of what could be a broader rollout.
