What's Happening?
TikTok has launched a new 'Local Feed' feature in the U.S. version of its app, designed to display content related to travel, news, events, shopping, and dining based on the user's current location. This feature follows a recent update in TikTok's terms of service, which now allows the app to collect precise location data from users. However, the location sharing is optional, with the default setting turned off, making it an opt-in experience. The Local Feed aims to connect users with their local community by providing timely and relevant local information. This feature was previously introduced in select European markets, including the U.K., France, Italy, and Germany. TikTok's initiative is part of its strategy to attract small businesses
to the platform, encouraging them to use the app not only for content creation but also for advertising.
Why It's Important?
The introduction of the Local Feed is significant as it represents TikTok's effort to strengthen its role as a platform for local businesses. By enabling businesses to reach potential customers in their vicinity, TikTok could drive real-world traffic and sales, particularly for brick-and-mortar stores. This move could also help TikTok mitigate regulatory pressures by demonstrating its value to small businesses, similar to claims made by Meta. According to a 2025 Oxford Economics report, 7.5 million businesses use TikTok to reach global customers, supporting over 28 million workers. The Small Business & Entrepreneurship Council found that a majority of TikTok's small business users reported growth and expanded customer reach due to the platform.
What's Next?
As TikTok rolls out the Local Feed, it will be crucial to monitor user adoption and the impact on local businesses. The feature is available only to users aged 18 and older, and it will collect location data only while the app is in use. TikTok's approach to location data aligns with modern app practices, offering users control over their data. However, the company may face scrutiny over privacy concerns, especially given the timing of the feature's release following TikTok's ownership transition in the U.S. The success of the Local Feed will depend on user trust and the perceived value of localized content.
Beyond the Headlines
The Local Feed's introduction raises questions about privacy and data security, as users must weigh the benefits of localized content against potential privacy risks. TikTok's ability to manage these concerns will be critical in maintaining user trust. Additionally, the feature could influence how other social media platforms approach local content and business engagement, potentially leading to broader industry shifts in how location data is utilized.
