Local Memo: TikTok Introduces Yelp Like Features

In this week’s update, learn about TikTok’s introduction of Yelp like features; Google making updates to its AI Overviews; and Google deciding not to depreciate third-party cookies. 

TikTok Introduces Yelp Like Features

The News

TikTok is evolving its platform to more closely resemble Yelp, introducing features that categorize location-specific videos into segments like food and drink, hotels, and shopping. These revamped location pages enhance the user experience by making it easier for users to find relevant videos based on their needs. For now, this update is being rolled out in select U.S. locations. 

Courtesy: Tech Times

Additionally, TikTok has integrated an “explore more places” button with Apple Maps, allowing users to view a map of tagged businesses along with their addresses and price ranges. Although the rollout date is unconfirmed, this new functionality signifies a strategic shift in TikTok’s service offerings.

Why This Matters

This development is particularly significant for multi-location marketers. By organizing user-generated content (UGC) into categories and providing detailed business information, TikTok is positioning itself as a valuable tool for local businesses aiming to attract younger, tech-savvy customers. 

This move offers marketers a new avenue to reach potential customers who might bypass traditional search engines and review sites in favor of a more interactive, visual experience.

Marketers should consider leveraging TikTok’s evolving features to enhance visibility and engagement for local businesses, aligning their strategies with this new trend in consumer behavior.

Google Continues to Update AI Overviews

The News 

Google is making strides in enhancing its AI Overviews, with recent updates aimed at improving user interaction and citation clarity. One significant update involves the ability to save AI Overviews to your Google Interests section. Users who opt into labs and see AI Overviews now have a new “Save” button at the bottom of the overview. 

Courtesy: Search Engine Roundtable 

When clicked, this button saves the AI overview and the related search to a private collection within the Google Search App. This feature allows users to revisit and manage their AI-generated content easily. 

Glenn Gabe highlighted this feature on X, showcasing how users receive a confirmation message once the Overview is saved and can access their saved collections like any other in the app.

Another update focuses on enhancing transparency in AI-generated answers by introducing link icons within the AI Overviews. The icons are clustered at the top of the AI overview and function as citations for statements generated by the AI. When clicked, they open an overlay window displaying these links in a search result format rather than redirecting directly to the source. 

Courtesy: Search Engine Roundtable 

This update, also spotted by Glenn Gabe with a non-labs account, aims to provide users with quick access to the source material, thereby improving the reliability of AI-generated information. 

Why This Matters 

These updates are crucial for marketers as they enhance the usability and credibility of AI-generated content. The ability to save AI Overviews helps users manage information more effectively, while introducing citation links improves transparency. These features make AI tools more user-friendly and build trust in the information provided. 

This means marketers can rely on AI Overviews to be accurate and easily accessible, streamlining their research and content creation processes.

Google Decides Not to Deprecate Third-Party Cookies 

The News 

Google has decided not to deprecate third-party cookies in Chrome, a move that many anticipated following numerous delays. Instead, Google will introduce a new experience in Chrome that allows users to make informed choices about their web browsing and adjust these choices anytime. 

Google plans to continue improving the Privacy Sandbox APIs and introduce additional privacy controls such as IP Protection in Incognito mode. Test results from ad tech companies, including Google, show significant recovery in advertiser spend and return on investment (ROI) when using Privacy Sandbox APIs compared to third-party cookies.

Why This Matters 

This shift is crucial for marketers as it alleviates the uncertainty surrounding third-party cookie deprecation. With Google retaining third-party cookies while enhancing privacy measures, marketers can maintain strong ad performance with worthwhile ROI. 

The data also suggests that Privacy Sandbox APIs can serve as viable alternatives. This development underscores the importance for marketers to stay adaptable and informed about evolving privacy standards and technologies, ensuring they can leverage new tools effectively to engage local audiences.