Properly, Google would possibly now have discovered a method to counter that. Type of.

In accordance with a brand new report from Enterprise Insider, TikTok and Google are at present exploring a brand new partnership, which might combine Google search prompts, and doubtlessly, at some stage, even outcomes, into TikTok’s personal search stream.

As you possibly can see in this instance, posted by app researcher Radu Oncescu, some TikTok customers at the moment are seeing a brand new immediate seem inside their search ends in the app, which features a CTA to develop their search on Google.

Which seems to be like a kind of customized advert unit, although apparently it isn’t, which TikTok clarified in communications with BI.

As per Enterprise Insider:

“A TikTok spokesperson has confirmed that the corporate is experimenting with third-party integrations throughout the TikTok app, together with a check with Google. The characteristic, which is being trialed globally throughout a number of completely different markets, is just not an advert unit, the spokesperson stated. A Google spokesperson stated the corporate had nothing additional to share and declined to touch upon whether or not there was a monetary settlement between the 2 corporations as a part of the partnership.”

So, it’s a customized integration, made for Google on this occasion, which goals to offer extra context, and facilitate extra discovery through the TikTok app.

Which, for each apps, most likely makes some sense.

Final July, in a presentation to Fortune’s “Brainstorm Tech” convention, Google’s Senior Vice President Prabhakar Raghavan stated that Google does certainly see TikTok’s emergence as a discovery device as a possible enterprise threat.

 “In our research, one thing like nearly 40% of younger individuals, after they’re in search of a spot for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.”

Based mostly on this, it may very well be a logical, and useful transfer for Google to combine its instruments into TikTok’s discovery floor, which is able to assist to maintain Google in thoughts as an enlargement providing, and preserve relevance with this viewers.

And for TikTok, it additionally offers extra direct connection to broader discovery choices, whereas there may be further advantages when it comes to information sharing between the 2 corporations that may assist to enhance their discovery instruments.

Although the specifics of any such deal may very well be fairly delicate.

As Enterprise Insider additionally notes, Google’s at present beneath investigation over its dominance of internet search, which it’s been in a position to maximize through distribution offers Apple, Samsung, and others.

You’ll assume, then, that the Division of Justice, which is inspecting these preparations, would possibly take a dim view of comparable on TikTok, although once more, Google hasn’t stated that there’s any monetary deal in place.

And possibly there isn’t. Perhaps the profit for TikTok, versus charging Google for this selection, is definitely through improved discovery, with Google indexing extra of its content material, and exhibiting extra TikTok ends in search. That may be stepping on the toes of YouTube Shorts, Google’s personal short-form video providing, however possibly, given TikTok’s emergence as a discovery risk, it’s a “better of each worlds” choice for the Huge G.

That is all hypothesis, after all, as Google’s not saying what the deal is. But it surely does look like Google’s in search of one other method to preserve its maintain on search, and to doubtlessly negate the expansion of a competitor, or as a minimum, work in tandem with the rise of TikTok as a discovery platform, in an effort to hold its instruments entrance of thoughts.

What TikTok positive aspects is much less clear, however presumably, it’s serving to to drive extra site visitors to the app.

Both manner, it’s an fascinating partnership, and an fascinating consideration for digital entrepreneurs, regarding the emergence of TikTok as a search complement.