Good morning, Marketers, TikTok Search is testing showing Google Search results in its app. Surprised by this news? We certainly were.

The social platform has not confirmed whether a financial agreement exists with Google. However, this partnership could be good news for brands, potentially exposing your content ranked on Google to some of those 51% of Gen Z women who prefer TikTok Search.

The timing could be better, considering Google’s ongoing antitrust trial. Accused of using underhanded tactics to maintain its status as the world’s leading search engine, Google has allegedly paid Apple $10 billion a year to be its default search engine, making it hard for rivals to compete. Now is Google about to try something similar with TikTok?

Nicola Agius,
Paid Media Editor

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