Redefining Local Search for Gen Z: What TikTok’s New Features Mean for Local Marketing

Introducing the TikTok Local Explore Program

TikTok recently launched its Local Explore Program, a gamified system similar to Google’s Local Guides. The concept is simple: users earn points and badges for leaving reviews of local businesses.

Here’s how it works:

• Users can leave text and photo reviews of locations directly within TikTok. 
• Reviews with photos earn bonus points, encouraging more visual, user-generated content. 
• Reaching certain levels unlocks rewards like coupons for future purchases. 
• Currently, TikTok has less levels than Google does 
• The program is still in early stages, and information is buried within the app itself, often appearing only when a user tries to leave a review. 

While it’s not as robust as Google’s system yet, the potential is enormous. With over 500 million Google Local Guides, TikTok is betting that Gen Z and younger millennials will bring the same enthusiasm to its ecosystem, but with a distinctly social, visual twist.

TikTok’s Evolution as a Search Engine

TikTok is no longer just about entertainment. The platform is fast becoming a search destination, especially for Gen Z.
In fact:

• SOCi finds that 62% of Gen Z prefer TikTok when looking for local businesses, while Adobe found the number closer to 64%. 
• Users can search within the “Places” tab to discover nearby restaurants, shops, and experiences — complete with reviews and location data. 

TikTok’s local content is reshaping what local discovery looks like:

• Some locations include call and map buttons, giving users direct conversion paths. 
• Trending and educational content (think: a plumber’s how-to videos or a lawyer’s quick legal tips) often drive real conversions. 
• Videos have longer shelf lives than trends,  meaning a post can continue to attract views and engagement months later. 

For service-area businesses, the opportunity is expanding beyond restaurants and retail. TikTok is already rewarding those who provide useful, authentic, and visual content.

Tracking TikTok’s Impact

As TikTok becomes a driver of brand discovery, marketers need to understand its ripple effects on web traffic and search behavior.

Here’s how to measure TikTok-driven performance:

• In Google Search Console (GSC), track spikes in brand searches that align with viral TikTok videos, many search journeys now start on TikTok and end on Google. 
• In Google Analytics 4 (GA4), monitor referrals from TikTok, especially through link-in-bio traffic. 

TikTok also serves as a powerful social listening and sentiment analysis tool. Searching for your business or industry often reveals:

• Common keywords users associate with your brand (like “bag policy” for a stadium) 
• Real-time feedback and reviews from users experiencing your business. 
• Audience language and preferences that can inform SEO and ad targeting strategies. 

For example, as stated in the podcast episode, a Google search for “SoFi Stadium bag policy” yields size dimensions — but on TikTok, users show real-world examples of how they navigate the policy, offering deeper insight into consumer behavior and sentiment.

What This Means for Multi-Location Brands

For multi-location and franchise brands, TikTok represents both a new discovery channel and an emerging reputation layer.

1. Claim your presence early. Even if you’re not ready to post, set up your TikTok profile with your phone number and business details.
2. Repurpose existing content. Use the same photos and short-form videos you’re posting to Instagram or YouTube Shorts.

3.Experiment with local and trending content. Showcase location-based experiences, behind-the-scenes moments, or short how-to videos.

4. Track performance holistically. Correlate viral moments to search and referral data to understand TikTok’s true ROI.

TikTok’s push into local discovery isn’t just a trend, it’s a fundamental shift in how the next generation finds and evaluates businesses. As Gen Z continues to redefine what “search” means, now is the time for brands to adapt.