According to some latest reports, TikTok is testing a new feature that improves the app’s search functions. The new feature highlights keywords in comments and links to search results for the term. Currently, TikTok allows users to discover content and trends, but the new feature would push the app’s search capabilities even further. The upcoming feature is currently available to a small group of users.
TikTok’s next feature will improve the app’s search functions
Some previous reports have already revealed that TikTok is acting as a search engine for Gen Z. If the new feature is successful, it will pose a greater threat to Google.
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Before the feature actually rolled out, Google itself acknowledged that TikTok was cutting into its search product. According to Senior Vice President Prabhakar Raghavan, who heads Google’s Knowledge & Information organization, younger users often turn to apps like Instagram and TikTok instead of Google Search or Maps for discovery. He further revealed that younger users are looking to experience content in new and immersive ways.
He further pointed out that almost 40% of young people prefer TikTok or Instagram when looking for a place to eat, rather than Google Maps or Search. Some of the reasons behind this are trust and accuracy issues. TikTok provides the information with many reviews and views while Google does not provide such feature.
On the other hand, Google indexes the web and sends users to other websites, while TikTok tries an internal search model that keeps users on its app while meeting their search needs.
No doubt TikTok is a serious threat to its competitors. Now, by improving its search functions, it will also become a major rival to Google search.
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