TikTok is testing a new feature that integrates Google search into its own in-app search results. This was noticed by app researcher Radu Oncescu and showed a small box in the middle of the TikTok search page that prompts users to search for the same terms on Google.
— Radu Oncescu (@oncescuradu) September 19, 2023
A TikTok spokesperson confirmed that Google’s search feature is one of the third-party integrations the app is currently testing in some markets.
Earlier, the media reported that TikTok is also experimenting with adding entries from Wikipedia to its search results. As TikTok expands in all directions at once, it’s clear that the app has the ambition of becoming a one-stop-shop for anything users might want to do online, rather than just a video platform.
Last year, the Google executive who runs the company’s knowledge and information department noticed that young users who once used Google are now turning to TikTok and Instagram instead to search the web.
“We’ve learned time and time again that new internet users don’t have the expectations and mindset we’re used to,” said Google Senior Vice President Prabhakar Raghavan. “In our research, about 40% of young people don’t go to Google Maps or Search when they’re looking for a place to eat.”
Indeed, social networks already cover a huge part of their users’ time, and it’s not hard to imagine that young people don’t have to leave TikTok to find any information.