TikTok takes aim at Google Map reviews with new in-app ratings feature
The app is testing a new feature that places user reviews directly inside the comments section of some videos.
There’s a shift happening in how people search online—not just what they’re looking for, but where they’re looking. More and more, especially among younger users, the first stop is moving from Google to TikTok.
What started as a space for viral videos is quietly evolving into something more layered. A recent Adobe report found that 40% of Americans are using TikTok as a search engine. Among Gen Z, the number climbs to 64%, and 49% for millennials. People are turning to the app for everything from discovering new music, recipes and outfit ideas to travel spots and how-to tips.
Kelechi Edeh
As the platform becomes the go-to for search requests, TikTok is leaning more into this trend. The app is testing a new feature that places user reviews directly inside the comments section of some videos.
The new feature, still in testing, aims to reduce the friction of switching apps. Instead of watching a clip about a restaurant or park on your For You Page and switching over to Google or Yelp for more information, you might soon see star ratings, short reviews, and user photos right there in the app.
Only some users currently have access. Those who do will notice a new “Reviews” tab beside the regular comments. It shows feedback from other users who have visited the tagged location. Tapping a reviewer’s name pulls up their profile, making the reviews feel more personal, though still tied to public content.
In practice, the feature creates a compact version of Yelp or Google Maps reviews inside TikTok’s existing video format. This move signals TikTok’s broader ambition to tap into the review space and become a comprehensive platform for discovery. Right now, Google dominates that territory, accounting for 73% of all online reviews. Yelp, once a staple for local business information, holds just 6%.
TikTok’s recent moves suggest a clear direction. Over the last year, the platform has introduced image search in its shopping platform and launched keyword-based ad campaigns that target search results. The company appears to be expanding its role as a discovery tool, beyond entertainment, one that’s increasingly being used in the same breath as Google.
Louis Eriakha
There’s no official word yet on whether the reviews feature will roll out more broadly. In testing, it appears inconsistently and only on videos with tagged locations, per Techcrunch.
As TikTok continues shaping how younger generations explore the internet, it’s now moving into spaces once dominated by traditional search engines.
