TikTok is taking steps to refine its search experience.
Most recently, the company quietly partnered with Wikipedia on an integration to include Wikipedia search results into TikTok search results as a way to provide users with more relevant information directly in-app.
Earlier this year, TikTok launched a similar feature in partnership with Amazon-owned IMDb to also include IMDb search results in TikTok search results. The partnership also includes a feature that allows users to link up to five movie and TV titles within videos that direct users to an in-app page that showcases other videos and data about the referenced movie or TV show.
The moves come as the company last month added ads to its search, giving advertisers a new way to reach TikTok audiences using the platform for that purpose.
Analysis: Keeping users in-app and eating Google’s lunch
Young users have increasingly begun turning to the short-form video platform as a Google alternative, and so it’s no surprise TikTok has looked to take advantage by improving its search function.
Google has previously admitted TikTok, as well as Instagram, poses a threat to their search dominance for young users. This comes as Google, like many other internet and social media companies, has been criticised in recent years for a declining user experience filled with too many ads and SEO-riddled results.
Ironically, the increased competition from TikTok over search could be helpful to Google as it faces a major antitrust case in...
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