TikTok is rolling out a new “Nearby Feed” feature to users in the United Kingdom, France, Italy, and Germany, allowing them to discover content created near their current location. This localized feed aims to connect users with local businesses, events, and creators, enhancing the platform’s utility beyond entertainment. The launch, first tested in Southeast Asia in 2022, marks a significant step in TikTok’s strategy to integrate itself into users’ daily lives and support local economies.
The new feature displays posts based on location, content topic, and posting time, offering users a curated view of what’s happening around them. According to TikTok, this includes content related to travel, events, food and drink, and other local services, tailored to individual user interests.
Understanding TikTok’s New Nearby Feed
The Nearby Feed differentiates itself from TikTok’s primary “For You” page, which relies heavily on algorithmic recommendations based on user behavior. However, the Nearby Feed prioritizes geographical proximity, offering a more direct connection to local content. This shift could be particularly valuable for businesses seeking to reach customers in their immediate area.
Location Privacy and Control
TikTok emphasizes that location sharing is optional and available only to users aged 18 and over. When enabled, the app utilizes device GPS data while in use to provide accurate location-based recommendations. iOS users will receive a visible indicator when their location is being accessed. The company states it continues to adhere to local laws regarding data collection and usage.
How the Nearby Feed Works for Users
Users can access the Nearby Feed directly from the TikTok home screen. Instead of displaying “Nearby” as the tab name, it will dynamically reflect the user’s current location. Users can also manually change their location within the feed to explore content from different areas, which could be useful for travel planning or researching potential destinations. TikTok notes that content won’t appear in the Nearby Feed if a user is under 18, has a private account, or has restricted post visibility to friends or only themselves.
Impact on Local Businesses and Creators
TikTok highlights the potential economic benefits of the Nearby Feed, suggesting it can drive foot traffic and real-world engagement for local businesses. The company cites data indicating that 46% of TikTok users in the UK have visited a local shop, restaurant, or attraction after discovering it on the platform. This suggests a strong link between TikTok discovery and offline activity.
Additionally, the Nearby Feed provides increased visibility for small businesses, cultural institutions, and local creators. By surfacing location-specific content, TikTok aims to foster a stronger sense of community and support local economies. This feature could be a boon for businesses without large marketing budgets, offering a new avenue for reaching potential customers. The platform’s existing recommendation algorithm remains a powerful tool for content discovery, but the Nearby Feed offers a more targeted approach.
Expanding Beyond Entertainment: The Rise of Local Discovery
The introduction of the Nearby Feed reflects a broader trend among social media platforms to integrate local discovery features. Platforms like Instagram and Facebook have long offered location-based services, and TikTok’s move suggests it’s seeking to capitalize on the growing demand for hyperlocal content. This shift also positions TikTok as more than just an entertainment app, transforming it into a potential resource for local information and exploration. The integration of local search and discovery is becoming increasingly important for social media platforms seeking to maintain user engagement.
It remains unclear when or if TikTok plans to expand the Nearby Feed to additional regions. The company has not provided a specific timeline for a wider rollout. However, the initial launch in these four European countries will likely serve as a testing ground for further refinement and optimization. Observers will be watching to see how user engagement and business adoption evolve in these markets, and whether TikTok will address any privacy concerns that may arise as the feature expands.
