TikTok Expands Business Features: Introducing Location-Based Reviews for Enhanced Discovery
TikTok Expands Business Features With New Location-Based Reviews
TikTok is rolling out a new reviews feature for location-tagged posts, marking a significant expansion of its business-focused capabilities. The feature allows users to view and interact with business reviews directly within the app's comment sections, advancing TikTok's position as a discovery platform.
The social media giant's latest move reflects its growing competition with Google in the search and discovery space, particularly among younger users. According to previous Google executive statements, nearly 40% of young people now turn to TikTok or Instagram instead of Google Maps when searching for dining options. As businesses adapt to this digital transformation, many are exploring how implementing robust data readiness strategies can improve their online presence.
How the New Feature Works
The new review system appears as a separate "Reviews" tab in the comment sections of videos tagged with specific locations. Users can read reviews for businesses and tourist attractions, with the ability to upvote helpful content directly in the stream. The feature also enables quick navigation to reviewers' TikTok profiles with a simple tap.
Strategic Business Implications
TikTok's review integration represents a calculated step toward enhancing its commercial offerings in Western markets. While the platform has achieved significant success with in-app shopping in its Chinese version, it faces new challenges in the U.S. market:
- Impending Trump tariffs are expected to increase prices on Chinese-sourced products
- The platform may need to diversify into services listings, including food delivery
- Review features could support future expansion into local business services
For businesses looking to maximize their digital presence, developing an effective digital marketing strategy is crucial for success in this evolving landscape.
Impact on Digital Discovery
This development signals TikTok's evolution beyond social entertainment into a comprehensive discovery platform. The company previously tested similar features using Google Maps integration but appears to be developing its own independent database system. As platforms evolve, understanding customer journey mapping becomes essential for businesses aiming to optimize their digital presence.
For users and businesses, this update offers three key benefits:
- Direct access to authentic user reviews within video content
- Enhanced local business discovery capabilities
- Seamless integration between content and commercial features
The review feature is currently available in select locations, with potential for broader rollout as TikTok continues to expand its business-focused functionalities.
The information presented can be used by:
- Local businesses looking to enhance their TikTok presence
- Marketers developing location-based social media strategies
- Consumers seeking authentic reviews while browsing TikTok content
