TikTok is testing a feature that surfaces reviews for select places within the comments tab of a video, eliminating the need for users to conduct a new search or open Google when they want to learn more about the business.
Users who have access to the new feature will see a new “Reviews” tab on the right after they click to view the video's comments.
TechCrunch shows an example of a video of Central Park in New York City, where the creator has tagged a restaurant location. In the comments section, users are able to see the star ratings of the restaurant, written reviews, and uploaded photos. They can also click on a reviewer's username to visit their TikTok profile and see the rest of their content.
An earlier integration of Google reviews, seen 5 months ago, offered the ability for users to leave a review right from within TikTok. The latest version no longer has the Google branding, which suggests that TikTok may be aiming to build out a review feature for local businesses on its own.
Google remains as the premier destination to discovery local businesses, but TikTok is gaining traction in the space. Even as far back as 2002, a Google executive noted that “almost 40% of young people, when they're looking for a place for lunch, they don't go to Google Maps or Search, they go to TikTok or Instagram.”
TikTok declined to comment on whether it plans to roll out its reviews tab more broadly.