TikTok is entering the hyperlocal discovery space with the launch of a new “Nearby Feed,” designed to connect users with content and businesses in their immediate vicinity. The feature, which aims to help users discover everything from a new restaurant to a local event, is currently being rolled out in select European markets, including the U.K., France, Italy, and Germany.
This move positions the social media giant to compete more directly with platforms like Google Maps and Foursquare by leveraging its powerful recommendation algorithm for local discovery. The feature was previously tested with select users in Southeast Asia in 2022.
How the Nearby Feed Works
The Nearby Feed populates content based on a user’s location, the topic of the content, and its recency. Accessed from the home screen, the tab will not be labeled “Nearby” but will instead reflect the user’s current city or region, creating a more integrated experience.
User privacy is a stated consideration. Location sharing via a device’s GPS is optional and only available to users aged 18 and over. Content from users under 18, private accounts, or posts with restricted privacy settings will not appear in the feed. For added transparency, iOS users will see a visible indicator when the app is accessing their location.
Users also have the flexibility to manually change their location within the feed, a useful tool for planning trips or exploring other neighborhoods remotely.
A Boost for Local Economies
Beyond user engagement, TikTok is positioning the Nearby Feed as a significant tool for local economies. The feature is designed to increase visibility for small businesses, cultural institutions, and local creators by surfacing their content to a geographically relevant audience.
This can help drive foot traffic and real-world transactions. According to the company, the impact is already measurable, citing a statistic that 46% of its UK users have visited a local shop, restaurant, or attraction they first discovered on the platform. For creators, this means their public posts can now gain traction within the city or region where they posted or tagged a location.
MENA Implications
While a MENA region rollout has not been announced, the introduction of the Nearby Feed in Europe offers a glimpse into a potential new paradigm for local marketing in the Middle East. With the region’s high social media penetration and booming SME sector, particularly in F&B, retail, and tourism, a hyperlocal content feed could become an invaluable marketing channel.
For startups and local businesses in hubs like Dubai, Riyadh, and Cairo, this feature could offer a powerful alternative to traditional digital advertising, allowing them to reach potential customers in their immediate vicinity with authentic, user-generated content. If and when it arrives, it will likely intensify competition among local discovery and marketing platforms, forcing them to innovate to retain their user base.
About TikTok
TikTok is a social media platform for creating, sharing, and discovering short videos. Owned by ByteDance, the app is known for its powerful personalization algorithm that delivers a highly engaging and customized content feed to users worldwide, covering genres like dance, comedy, education, and more.
Source: TechCrunch
