TikTok’s Local Play: How Gen Z Is Rewriting Local Search

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In this episode, Greg Sterling, Mike Blumenthal, and Celeste Gonzalez (Rickety Roo) dive into TikTok’s “Local Explorer” — a new review and discovery program inside the app. They explore how Gen Z’s shift toward TikTok and Instagram is reshaping local search, what the Adobe and SOCi studies reveal, and why authenticity may be TikTok’s edge over Google Reviews.

You’ll learn:

• How TikTok gamifies local reviews

• Why 62 % of Gen Z prefer TikTok for finding local businesses

• How to track TikTok referrals in GA4 & GSC

• Why review authenticity and AI are changing SEO’s future

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