TikTok Tests Integration with Google

TikTok is testing a new integration with Google. This integration includes a card between videos in TikTok search that links out to Google Search for more results related to that topic. There is also a disclaimer by TikTok that says it does not endorse or take responsibility for search results from Google.

Why it Matters: TikTok has become a competitor to Google as younger audiences use it for search and discovery. Google has been making its search experiences more visual to better align with this trend, but in the meantime, being integrated directly into TikTok can keep it top of mind and provide a different entry point for those who have taken their search behavior to social media platforms. TikTok also benefits from this by providing more value to users by helping them go deeper into topics they are interested in.

It’s possible that the two could take the partnership further, such as TikTok actually integrating Google Search results directly into the app. Another possibility would be for Google advertisers to be able to place Google Search Ads campaigns on TikTok, too, similar to what Meta allows with Audience Network placements.