TikTok, the popular short-video app, is experimenting with a new feature that allows users to search for information on Google directly from its own in-app search results. The feature, which was first reported by TechCrunch, shows a small box that invites users to search for the same terms on Google. The box appears midway down TikTok’s search page, below the relevant videos and hashtags.
Why is TikTok integrating Google Search?
TikTok is known for its viral videos that showcase various forms of creativity, entertainment, and education. However, the app also wants to become a one-stop-shop for anything users might want to do online, not just a repository of dance moves and lip-syncs. By integrating Google Search, TikTok is trying to enhance its own search capabilities and offer users more options to find information on topics they are interested in.
According to a TikTok spokesperson, the Google Search feature is one of the third-party integrations the app is currently testing in some markets. The spokesperson did not reveal which markets are part of the test, or how long the test will last. The feature is not available for all users, and it may not show up in every search query.
The integration of Google Search could also be seen as a strategic move by TikTok to counter the competition from other social media platforms, such as Instagram and YouTube, that have been trying to lure TikTok’s users and creators with similar features and incentives. By offering users access to Google’s vast database of information, TikTok could potentially increase its user engagement and retention rates.
How does TikTok’s search feature work?
TikTok’s search feature allows users to discover content related to their interests, such as videos, hashtags, sounds, effects, and users. Users can also search for topics that are trending or popular on the app, such as challenges, memes, or celebrities. Users can access the search feature by tapping on the magnifying glass icon at the bottom of the app’s home screen.
When users enter a search term, they will see a list of results that match their query. The results are categorized into different tabs, such as “Top”, “Users”, “Sounds”, “Hashtags”, and “Effects”. Users can swipe left or right to switch between the tabs and browse through the results. Users can also filter the results by time period, such as “Past 24 hours”, “Past week”, or “Past month”.
If users want to search for the same term on Google, they can tap on the small box that says “Search on Google” at the bottom of the screen. This will open a new window that shows the Google Search results for the same query. Users can then explore the Google Search results without leaving the TikTok app.
What are the benefits and challenges of TikTok’s Google Search integration?
TikTok’s Google Search integration could have several benefits for both users and creators. For users, it could provide them with more information and context on topics they are curious about or want to learn more about. For example, if a user searches for “nuclear fusion” on TikTok, they might see some videos that explain or demonstrate the concept in a fun and engaging way. However, if they want to dig deeper into the scientific details or the latest developments on nuclear fusion research, they might find it more useful to search on Google and access more authoritative and comprehensive sources.
For creators, integrating Google Search could help them increase their visibility and reach on both platforms. For example, if a creator makes a video about nuclear fusion on TikTok, they might use relevant hashtags or keywords to optimize their video for TikTok’s search algorithm. However, if their video also shows up on Google Search results when someone searches for “nuclear fusion”, they might attract more viewers who are interested in their topic but might not be active on TikTok.
However, there are also some challenges and risks associated with TikTok’s Google Search integration. For one thing, it could expose users to more misinformation or harmful content that might not be filtered or moderated by TikTok’s policies or community guidelines. For example, if a user searches for “vaccines” on TikTok, they might see some videos that promote factual and reliable information about vaccines and their benefits. However, if they search on Google, they might also encounter some websites or articles that spread false or misleading claims about vaccines and their risks.
Another challenge is that integrating Google Search could potentially reduce TikTok’s own search traffic and user retention. For example, if a user searches for “nuclear fusion” on TikTok and then taps on the Google Search box, they might spend more time browsing through the Google Search results than watching more videos on TikTok. This could reduce the amount of time and attention that users spend on TikTok’s platform and affect its advertising revenue and growth prospects.
What are some other features that TikTok is testing?
TikTok is constantly testing new features and integrations to improve its user experience and functionality. Some of the recent features that TikTok has been testing include:
- Wikipedia integration: TikTok is also testing a feature that integrates Wikipedia entries into its search results, as reported by The Verge. The feature shows a small box that displays a summary of the Wikipedia article related to the search term, along with a link to the full article. The feature is similar to Google’s Knowledge Graph, which shows relevant information from various sources on the right side of the search results page.
- TikTok Stories: TikTok is testing a feature that allows users to create and share short-lived videos that disappear after 24 hours, similar to Snapchat and Instagram Stories. The feature, which was first spotted by social media consultant Matt Navarra, is currently available to a limited number of users in some countries. Users can access the feature by swiping left on the TikTok home screen and tapping on the “Create” button at the bottom. Users can also view other users’ stories by tapping on their profile pictures on the left side of the screen.
- TikTok Marketplace: TikTok is testing a feature that allows users to buy and sell products directly from the app, similar to Instagram and Facebook Shops. The feature, which was first reported by Bloomberg, is currently available to a select group of users and creators in some markets. Users can access the feature by tapping on the shopping cart icon on the profile page of a creator who is participating in the program. Users can then browse through the products that the creator is selling, add them to their cart, and check out using TikTok’s payment system.
