TikTok tests with reviews

Say you are looking for a nice new restaurant for the upcoming weekend. Do you check TikTok for the real experience or the Google Reviews? TikTok now comes with a feature so you no longer have to choose. For some videos with a location tag, an extra tab appears in the comments: Reviews. There, users share their experiences about that place. From hotspots to hidden gems, complete with likes ánd a link to the reviewer’s profile. So you can also be sure it is legit!

Search behaviour shifts to socials

This feature fits perfectly with the changing search behaviour of Gen Z. Instead of Google, young people are increasingly using TikTok or Instagram to look up getaways, food or the new hotspot. Google chief Prabhakar Raghavan indicated back in 2022 that nearly 40% of young people prefer to use social platforms for these types of searches. TikTok now seems to be taking full advantage of this by testing its own review functionalities, taking it a step further than previous Google integrations.

All-in-one platform

What does this mean? TikTok is increasingly growing into an all-in-one platform: from entertainment and inspiration to search engine and e-commerce hub. In China, Douyin (the Chinese version of TikTok) already offers food delivery and other services. With this review function, we see similar services coming our way For marketers, there are opportunities here: by capitalising on location tags and user-generated reviews, you can build more visibility and credibility as a brand. Think about collaborations with local creators or encouraging honest reviews. TikTok thus becomes a place where people not only scroll, but also choose. A development we as marketers should keep a close eye on.