TikTok is rolling out a new “Nearby” feed, a significant update designed to help users discover local content and experiences. This feature, initially launching in the UK, France, Italy, and Germany, enhances TikTok's already powerful recommendation algorithm by offering even more relevant, location-specific videos. The move aims to connect users with their immediate surroundings, from finding a new restaurant to exploring local events.
The company first began testing a Nearby feed back in 2022, initially rolling it out to select users in Southeast Asia. Now, its wider deployment in key European markets signals a strategic expansion into localized content discovery.
How the Nearby Feed Works
Content displayed in the Nearby Feed is curated based on several factors: the user's location, the topic of the content, and when the content was posted. TikTok explains in a blog post that this allows people to “see local content related to travel, events, food & drink, and other services based on their interests and engagement.”
For creators, this new feature means that their public posts may gain increased visibility among users located in the city or region where they posted or tagged a specific location or service. This offers a direct avenue for local businesses and individual creators to reach a highly relevant audience.
Privacy and User Controls
TikTok emphasizes that sharing location data for the Nearby feed is entirely optional and is only available to users aged 18 or older. When a user enables this setting, TikTok may use their device’s GPS-based location while the app is in use to provide the most accurate, location-based recommendations.
For iOS users, a visible indicator will appear whenever their location is being accessed, providing transparency. The company also assures users that it “continues to collect and use location information in line with local laws,” reinforcing its commitment to privacy compliance.
Content Eligibility and Flexibility
To ensure appropriate content, TikTok specifies that posts will not appear in the Nearby Feed if the user is under 18 years old, has a private account, or has set their post privacy to “Friends” or “Only You.”
Users also have the flexibility to change their displayed location. By selecting the location name and following the prompts, they can update it to explore content from a different area. TikTok suggests this functionality is particularly useful for planning trips or researching destinations.
Boosting Local Economies
Beyond personal discovery, TikTok highlights the Nearby Feed’s potential to significantly support local economies. “The Nearby Feed also supports local economies by increasing visibility for small businesses, cultural institutions, and local creators,” the company stated in its blog post. It aims to drive discovery, foot traffic, and real-world engagement.
Evidence from the UK supports this claim, with TikTok noting that 46% of its users in the region have visited a local shop, restaurant, or attraction they discovered on the platform.
Users can access the Nearby feed directly from the TikTok home screen. The tab itself will not be explicitly labeled “Nearby” but will instead reflect the name of the location the user is currently near.
While the initial rollout targets specific European countries, it remains unknown when or if TikTok plans to launch this new feed in additional regions globally.
