TikTok Explores Potential Partnership With Google to Boost Search Traffic

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TikTok Explores Potential Partnership With Google to Boost Search Traffic

TikTok Explores Potential Partnership With Google to Boost Search Traffic

Although Google is the most frequently used search engine all over the world, social media sites such as TikTok are giving it somewhat a hard time. When people are researching for a product or service on the internet, they turn to TikTok or Instagram rather than Google.

The primary purpose of use for TikTok was not intended to serve as a tool for research, it just ended up becoming one. Google does see it as a potential threat to their business. Their Senior Vice President, Prabhakar Raghavan, once admitted that their analytics suggested about 40% of people when looking for a place to have lunch, go to TikTok to find recommendations and not Google search or maps.

The boom of influencer marketing has brought about this drastic shift in the way people look for and buy things. So much so that people, especially the younger generation, now resort to social networking sites and use them as a tool for searching.

Even last year, some TikTok users came across this option in the app where they could expand their search to Google. Those were not rumors, instead, this was confirmed by TikTok’s spokesperson himself that they were experimenting with third-party integrations within the app along with a test with Google.

So this is true that both parties are exploring a partnership with each other currently. Not much is known to the world until now, except for the confirmation of this news. It is not an ad unit right now, but who knows advertisers might exploit this opportunity as well.

Both parties aim to provide more context and facilitate discovery through this custom integration. The direction they are headed totally makes sense as it will allow both sites to stay relevant and broaden the audience’s exposure. Nothing can’t be said about whether they choose to breach users’ privacy by sharing their databases with each other.

This move will benefit Google more as compared to TikTok since Google is the one under threat. Google will be able to regain its lost supremacy and TikTok will find a means to boost its search traffic. The creators will also get an amazing opportunity to grow their channels by increasing chances of discoverability.

This is, however, the one of its kind partnership that has ever happened between two digital platforms. We are eager to know what direction this takes and what is coming ahead. Stay tuned for more updates!

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